Richard Seymour’s Bentley plant shot wins 2012 AOP Award in London

Article by Anita Panait, on October 19, 2012

Richard Seymour, a Location and Automotive photographer, received the Best In Category (Commissioned Advertising) prize at the 2012 Association of Photographers Awards in London last week, besting over 3,500 entries. The annual contest has the industries’ finest commercial photographers from around the world submitting their images.

Of the more than 3,500 entries submitted this year, only nine made it into the commissioned advertising category. Two of the nine entries were shot by Seymour. His winning image was commissioned by The Society Of Motor Manufacturers and Traders and was part of a promotional campaign for their ongoing support of the automotive industry in the United Kingdom.

The photo showcases Bentley’s state of the art car plant in Crewe producing Bentley’s flagship Mulsanne model. The plant, a 7,500-square meter Body-in-White Assembly Centre, is a multi-million pound facility where the latest manufacturing equipment works hand-in-hand with coachbuilders famous for their metalworking skills. The Mulsanne will have undergone over 2,000 quality checks by the time it reaches the end of the production line. The images were shot on the Leica S2 professional camera system.

As designed, the new Bentley Mulsanne blends not just sportiness and strength but also brings elegance into the mix. Inspired by the Bentley S-Type launched in the 1950s, the new Bentley Mulsanne comes with a front end marked by the traditional Bentley matrix grille flanked by the classic round inner headlamps with chrome surrounds as well as by two, smaller outboard lamp clusters. For more exclusivity, customers may want to avail of the iconic 'Flying B' retractable radiator mascot.

Lending the new Mulsanne a strong sense of both dynamism and motion are the vehicle’s long bonnet, its short front overhang and long rear overhang as well as by muscular sides defined by sculptured lines flowing from the front wings to the rear. The sides of the new Mulsanne also reveal distinct 20-inch wheels, which could be replaced by optional 21-inch rims.

Dirk van Braeckel, Bentley Design Director, noted that only few designers were given the chance to design a new flagship Bentley. Thus, the design team worked to create a sculpted form that fuses classic Bentley heritage cues with modern lines.

Bentley built the body of the new Mulsanne flagship at its new manufacturing at its headquarters in Crewe, England. Interestingly, the body was built in around nine weeks employing traditional metal-working skills -- the signature of Bentley.

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