Le DomaineBugatti
The Bugatti Chiron Super Sport ‘Golden Era’ has been the most ambitious bespoke project the iconic automobile brand has completed to date.
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Bugatti knew it was a work of art, and that it needed to be exhibited in-person before being handed off to its lucky owner. That’s where we came in: we knew exactly what was needed to show off the ‘Golden Era’ in all its luxurious, handcrafted glory.
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We anchored our strategic thinking in the notion that the Bugatti brand is about a multiplicity of “perfections” that they develop in their quest to design the best luxury vehicles—from design to craft to motor to driving and brand experience.
We therefore created a unique, immersive oasis at the exclusive Pebble Beach Concours d’Elegance in California that would reflect the perfection of the vehicles. Heightened on plinth-like structures in an open-air pavilion, the ‘Golden Era’ became a true “objet d’art”. Every detail, from the lighting to the placement of the car, was considered and perfected. We even created a special viewing window, reminding viewers to maintain distance as they would with art in a museum.
The glory of theGolden Era.
Our main success was making the activation feel exclusive and prestigious, two qualities that are synonymous with the Bugatti brand.
This meant that not only did attendees get to view and marvel at the ‘Golden Era’, but they were also fully immersed in the spirit of the brand itself.
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The Bugatti team, a family of fewer than 130 people, was extremely impressed with our work, recognizing how our experiential expertise and passion brought its brand so successfully to life. Because of it, attendees were left with a lasting impression of the incomparable Chiron Super Sport ‘Golden Era’ and the Bugatti brand more broadly.
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