Press release1/25/2024

Bugatti Brand Lifestyle: authentic Bugatti experiences in new spheres beyond automotive

Bugatti Brand Lifestyle: authentic Bugatti experiences in new spheres beyond automotive
Chiron: WLTP fuel consumption, l/100 km: low phase 44.56 / medium phase 24.80 / high phase 21.29 / extra high phase 21.57 / combined 25.19; CO2 emissions combined, g/km: 571.64; efficiency class: G

Molsheim

In the last 12 months, Bugatti Brand Lifestyle – the luxury product division of Bugatti – has continued its strategic growth plan, achieving its best financial year ever. With ambitious new partnerships and authentic collaborations with the world’s leading brands, the foundation for further growth in 2024 has been laid.

Bugatti Residences by Binghatti, Bugatti’s first-ever real estate project, fully encapsulates the character of the brand as well as the Bugatti lifestyle.
Bugatti Residences is a home for the Bugatti universe where long-time partners are showcased.
A new Bugatti Home collection will debut at the Salone del Mobile in Milan in April 2024.
The TIDAL for Bugatti speakers are a true revolutionary development for the audio world.
Bugatti’s partnership with Asprey continues to push the boundaries of craftmanship following the launch of the Asprey Bugatti Egg Collection, which combines an unparalleled blend of history and innovation.
The Royale Edition of the Asprey Bugatti Egg Collection echoes Asprey’s savoir-faire, featuring a precise sterling silver diamond weave lattice that is graced with the ‘Dancing Elephant’ motif.
Bugatti Eyewear, created with legendary optical designer Larry Sands, launched two collections in 2023, positioning Bugatti in a new segment.
Each limited piece of the Bugatti Eyewear collection was meticulously crafted in Japan, from solid 925 sterling silver trim with genuine 18k gold and Palladium – the most expensive materials in the world.
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Bugatti Brand Lifestyle’s approach treads a different path to traditional brand licensing work. The business takes great care and consideration to select world-renowned companies that share its values and quality expectations, resulting in products steeped in Bugatti’s incomparable DNA. Even without owning a Bugatti automobile, enthusiasts of the brand can experience the peerless heritage and style associated with Bugatti. This focused strategy in the brand’s expansion trajectory has paid off: Bugatti Brand Lifestyle achieved double-digit percentage growth year-on-year.

The announcement of Bugatti’s first-ever real estate project in the heart of Dubai in May, Bugatti Residences by Binghatti, was perhaps the greatest example of this unique approach in 2023. Not content to simply apply the Bugatti name to a breathtaking building, both brands worked together to design an experience that fully encapsulated the character of the brand as well as the Bugatti lifestyle. In order to make sure each of the 171 Riviera Mansions and 11 Sky Mansion Penthouses uniquely embody the hyper sports car manufacturer’s core identity and uncompromised design approach, Binghatti architects immersed themselves in the Bugatti brand for months before embarking on their initial sketches.

Offering a completely new ‘Art of Living’ in Dubai, Bugatti Residences represent the quintessence of the Bugatti lifestyle. A place where some of the brand’s other longstanding partnerships come together to create a true home for the Bugatti universe, adorned with sensory-rich technologies co-curated with TIDAL that immerse occupants within a soundscape realm like no other. Revered around the world, the TIDAL for Bugatti Royale speakers are a true revolution in the audio world, judged by the sharpest audio experts as one of the most authentic translations of recorded music into the real world. The richest sounds, the most silent pauses and the most dynamic range of pitch and tone. Just like a Bugatti hyper sports car, their performance provides a truly incomparable experience that encompasses all the senses.

Beautifully elegant furniture pieces – crafted especially for the Bugatti Residences by long-time partner, Luxury Living Group – create a modern and trendsetting interior aesthetic within each living space. A new Bugatti Home collection will debut at the Salone del Mobile in Milan in April this year. Drawing inspiration from Bugatti’s rich and diverse heritage of its legendary hyper sports cars, this new set, designed and produced in Italy, employs the brand’s iconic patterns, incorporates modern and uniquely developed fabrics and introduces a fresh perspective on the famous Bugatti shapes. To offer a collection that reflects Bugatti’s history and is imbued in its visual identity, yarns are even customized and dyed in the iconic Bugatti blue.

Bestowing to a wider reaching audience the sensory aural thrill of a Bugatti hyper sports car is the 2023 collaboration with Master & Dynamic, the New York-based premium audio brand. Making the Bugatti-inspired sound experience portable, the personal sonic solutions blend design artistry – including Bugatti colors and shapes inspired by the famous Bugatti horseshoe grille – with the very latest soundscape technology.

Offering a glimpse of Bugatti’s track-only hyper sports car that will be produced in Molsheim later this year is the beautifully intricate LEGO® Technic™ Bolide. First revealed in black and yellow – the favorite colors of Ettore Bugatti – and then additionally released in Bugatti blue, the LEGO® Technic™ Bolide represents one of the rare LEGO® Technic™ collaborations to be subsequently offered in an additional livery; a true mark of trust further underlining the success of the partnership.

Positioning Bugatti in a new segment, Bugatti Eyewear – created with legendary optical designer Larry Sands – launched two collections last year. Two years were necessary to perfect the design of each limited piece. Thoroughly crafted in Japan Bugatti Eyewear features solid 925 sterling silver trim as well as genuine 18k gold and Palladium; the most expensive materials in the world.

Bugatti’s partnership with Asprey – one of the oldest and most luxurious British houses bearing over 240 years of heritage – continues to push the boundaries of craftmanship. Pairing a physical objet d’art and NFT generative artwork, the Asprey Bugatti Egg Collection is an unparalleled blend of history and innovation. A true piece of jewelry echoing Asprey’s savoir-faire, exposing a precise sterling silver diamond weave lattice that features the famous ‘Dancing Elephant’ motif. The new collection is the first time the two brands have utilized a state-of-the-art technique of using the equation of the egg shape of the actual sculpture as an NFT on the Bitcoin blockchain, thereby ensuring the artwork will last indefinitely in a new form of expression.

2023 also marked the launch of Bugatti Brand Lifestyle’s first collaboration with adidas – the brand leader in the world of football; official supplier and sponsor of the most important football tournaments, the world’s top clubs and greatest athletes in the game. Both brands’ products stand for innovation, perseverance and speed. Featuring two brands at the vanguard of their craft, the first ever adidas X Crazyfast Bugatti football boot is finished in the iconic Bugatti Blue and incorporates the use of a carbon fiber inlay echoing the carbon fiber used on the Bugatti cars. Only 99 pairs were produced, with all pairs successfully auctioned in a state-of-the-art web3 auction powered by cryptocurrency.

“Looking back at what we have achieved in the past 12 months, I want to first thank my team. Although we are just a small equipe, we have delivered exceptional results, growing three-fold in just four years. Forming and keeping partnerships at such a high level, with brands that share our vision and developing products that exude excellence in every element, is at the core of Bugatti Brand Lifestyle’s holistic strategic approach. Global household-name brands like adidas have recognised the strength of our focused brand building plans, creating a halo effect over both our businesses, that doesn’t just spread awareness, but builds brand equity. This is the positive springboard that we’ll use as momentum to further excel in 2024.”

Wiebke Ståhl

Managing Director of Bugatti International

In addition to strengthening existing partnerships throughout the course of the next 12 months, Bugatti will soon launch a brand-new e-commerce platform; a new digital home for all Bugatti products and partners. This new e-commerce platform will be a unique place for customers to embrace the lifestyle of the brand and discover its rich portfolio.

Press Contact

Nicole AugerHead of Marketing and Communicationsnicole.auger@bugatti.com

Fuel consumption and emissions

  • Bolide: This model is not subject to Directive 1999/94/EC, as type approval has not yet been granted.

    • Centodieci: WLTP fuel consumption, l/100 km: low phase 40.31 / medium phase 22.15 / high phase 17.89 / extra high phase 17.12 / combined 21.47; CO2 emissions combined, g / km: NA; efficiency class: G

    • Chiron: WLTP fuel consumption, l/100 km: low phase 44.56 / medium phase 24.80 / high phase 21.29 / extra high phase 21.57 / combined 25.19; CO2 emissions combined, g/km: 571.64; efficiency class: G

    • Chiron Profilée: WLTP fuel consumption, l/100 km: low phase 44.56 / medium phase 24.80 / high phase 21.29 / extra high phase 21.57 / combined 25.19; CO2 emissions combined, g/km: 571.64; efficiency class: G

      • Chiron Pur Sport: WLTP fuel consumption, l/100 km: low phase 44.56 / medium phase 24.80 / high phase 21.29 / extra high phase 21.57 / combined 25.19; CO2 emissions combined, g/km: 571.64; efficiency class: G

      • Chiron Sport: WLTP fuel consumption, l/100 km: low phase 44.56 / medium phase 24.80 / high phase 21.29 / extra high phase 21.57 / combined 25.19; CO2 emissions combined, g/km: 571.64; efficiency class: G

      • Chiron Super Sport: WLTP fuel consumption, l/100 km: low phase 40.31 / medium phase 22.15 / high phase 17.89 / extra high phase 17.12 / combined 21.47; CO2 emissions combined, g/km: 486.72; efficiency class: G

      • Chiron Super Sport 300+: WLTP fuel consumption, l/100 km: low phase 40.31 / medium phase 22.15 / high phase 17.89 / extra high phase 17.12 / combined 21.47; CO2 emissions combined, g/km: 486.72; efficiency class: G

      • Divo: WLTP fuel consumption, l/100 km: low phase 43,33 / medium phase 22,15 / high phase 17,99 / extra high phase 18,28 / combined 22,32; CO2 emissions combined, g/km: 505,61; efficiency class: G

      • La Voiture Noire: WLTP fuel consumption, l/100 km: low phase 43,33 / medium phase 22,15 / high phase 17,99 / extra high phase 18,28 / combined 22,32; CO2 emissions combined, g/km: 505,61; efficiency class: G

        • W16 Mistral: This model is not subject to Directive 1999/94/EC, as type approval has not yet been granted.

          Bugatti

          The specified fuel consumption and emission data have been determined according to the measurement procedures prescribed by law.

          Further information on official fuel consumption figures and the official specific CO2 emissions of new passenger cars can be found in the “Guide on the fuel economy, CO2 emissions and power consumption of new passenger car models”, which is available free of charge at all sales dealerships and from DAT Deutsche Automobil Treuhand GmbH, Hellmuth-Hirth-Str. 1, D-73760 Ostfildern, Germany and at www.dat.de.

          © 2024 Bugatti Automobiles S.A.S.