BREAKING NEW DIMENSIONS

Bugatti is a nonpareil brand that deserves strategic and creative consideration that stretches far beyond ordinary. It’s an uncommon way of thinking that we believe will shepherd Bugatti’s evolution into a Participation Brand.

Participation Brands have become more ingrained in our society than ever before. They actively express lifestyles, express their passions freely, influence popular culture; and by doing so, they get their market to do their marketing.

What follows are examples of how we could use this philosophy to evolve the way Bugatti, and its latest creation, the Chiron, are presented to the world, using three, brand-specific business challenges as our point of origin.

The first time a driver experiences the Chiron’s 1500 horses spring to life, the entry into a new realm of existence is unlocked. It evokes an unequivocal rush that feels as if you have been frozen in time.

To articulate that peerless thrill, we will create a light sculpture inspired by the essence of the vehicle. It will serve as both an elegant display piece and, once prospective owners become current owners, will be the a way to showcase and honor the key to their Bugatti.

Shaped in the C-form, matching the light conductor within the interior of the car, the sculpture will glow in the iconic Bugatti French Racing Blue. Using the force of magnets built within the structure, the dancing Bugatti elephant will effortlessly float between the apex of the light and its sculpted base. Once ownership occurs, a key box will take center stage, allowing it to be displayed as the work of art it is.

When prospective owners first encounter the Chiron, they have already imagined it configurated to their taste and as an expression of who they are.

To allow our clients the opportunity to customize their Chiron prior to purchase, regardless of their location, we will gift them a Hololens headset that hosts a Molsheim-worthy configuration experience.

When adorning the headset, users will be met by a Chiron in its blank state. Without personalization. Without color. Ready to be molded to any taste with the full spectrum of potential exterior paint colors, interior options, and customization capability. Using augmented reality, the Hololens will place the Chiron within the prospect’s current space, and opulent touches that can only be found within the walls of Remise Sud will elevate the authenticity of the experience.

Within our genes, there are particular chromosomes that yield sensation-seeking, the pursuit of success, and our greater sense of purpose. These unique traits are found in those who rule the world - who exist on a different plane than those without this unique sequence. And it is these few who equate to the essence of Bugatti – its DNA.

Each of our clients, based on who they are at the most cellular level, liken to an archetype of one of the four founders. And we will cater each one-on-one roadshow experience to appeal to each potential owner’s Bugatti archetype.

The Bugatti DNA stems from the four highly-individual founders:
Rembrant The Artist | Carlo The Perfector | Jean The Thrillist | Ettore The Creator

THE ARTISTS’ EXPERIENCE:

• We will conduct pre-drive consultations, and this dialogue will lead us to understand drivers’ unique Bugatti DNA profile and assign them to their archetype.

• Clients will receive an invitation to their private Chiron drive experience that serves as an introduction to their Bugatti archetype.

• An educational pre-drive briefing will begin the Chiron immersion. The Artists’ briefing will feature additional focus on the intricacies of the iconic curvature and the sculpting process.

• Each route will be uniquely suited to manifest drivers’ DNA profiles. The Artists will be granted free reign to forge a route that appeases their mind’s eye. The route they trace will be tracked and saved via the in-car tablet.

• Tracked routes will then be used as a design to customize The Artist’s future Chiron, serving as a constant reminder of their first drive. They can use their unique pattern as the stitching of the interior leather, as a hidden piece within the paneling of the car, or in any manner they can fathom.

• Concluding the experience, each city will host an exclusive cocktail party for the drivers and their closest friends. Service includes a menu of drinks and hors d’oeuvres reflecting the four archetypes.

A LEGACY THAT SPANS BOTH TIME AND PLACE

There is no other experience in the history of the automotive world that matches the immersion that occurs in Molsheim. And once a Bugatti owner passes beneath the historic gateway, entering those hallowed grounds, they enter into a dimension where excellence is expected and perfection is only the beginning.

Since this roadshow will not be taking place on the French grounds, but instead, within private airplane hangars and on runways, we will need to bring the opulence of Molsheim to prospects.

Replicating the iconic structures amidst the property with the expertise of a silk artist, we will properly showcase the Chiron in its rightful setting. The entirety of the immersion will be a reflection of the elegance and the influence of the Molsheim property.

EXPOSE YOUR SENSES TO A GREATER DIMENSION OF EXISTENCE.

Every interaction with the Bugatti Chiron should be an intimate affair – one that awakens every sense and unites them as one. As we host these one- on-one roadshows, we will further personalize each by bringing a Chiron sensory immersion directly to prospective owners’ properties.

Within the travelling showroom will be an anechoic chamber, where every sense will be completely deprived. Pure silence. Complete darkness. Bugatti beneath the spotlight. A moment of complete respite where every feeling is wholly shut down before drivers take command of the Chiron.

Then, once the ignition roars, their senses will be heightened to a level never before experienced, elevating this life-altering encounter to a plane of transcendent nature.

EXPRESSING THE ARTISTRY OF ENGINEERING.

As every seasoned collector knows, beautiful art is worth the wait. And the process of creating the most prized piece to take residence in a Chiron owner’s garage takes time that should be honored in an equally artistic manner. Once clients purchase their Chiron, they will be gifted with a digital Meural Frame that will serve as an evolving artistic manifestation of the creation of their Bugatti to keep them engaged throughout that process.

Each Meural Frame will display shifting content, telling a story that changes throughout production. The first chapter will feature the Bugatti brand story through visual representations of the heritage and history, from the first Bugatti to the Veyron, and to the Chiron. We will then familiarize owners with their personal vehicle through one-of-a-kind sketches of the design, as well as short films throughout the production process.

A DOMINION THAT ONLY THE CHIRON CAN OCCUPY.

Those who own a Bugatti aren’t casual collectors. They have an entire automotive anthology that spans dozens of cars. And their garage is the elegant stage on which they display their prized possessions. However, once a new owner buys a Chiron, the singular space that will hold their Bugatti will be empty in anticipation for its delivery. So we need to uphold that space in a way this brand deserves.
In their garage, we will install a negative-space sculpture that outlines the shape of the Chiron. This venerated placeholder will remain on display until the Bugatti is delivered.

HONOR THE ANNALS OF YOUR CHIRON STORY.

Each owner’s relationship with Bugatti is a unique story that merits a grand display.

To keep owners’ anticipation levels brimming throughout the production process, we will deliver what amounts to a digital Bugatti Library, customized with the creation of their own Chiron. Using a phased delivery of multiple individual pieces, we’ll share the history of the brand and, more specifically, the journey of each owner’s specific Chiron, through digital content delivered in tangible form.

This will be no mere literary collection, but will serve as a deified showpiece that holds The Codes and the essence of Bugatti.

BOOK ONE {THE FAMILY} The history of Bugatti and owners’ personal history with the brand

BOOK TWO {THE LOOK} The client’s specific paint color; will speak to the psychology of color and the significance of the peerless visual that is a Chiron

BOOK THREE {THE WINGS} The one-of-a-kind Bugatti carbon fiber weave

BOOK FOUR {THE COMMAND} The interior and the steering wheel; this is the physical connection between man and machine

BOOK FIVE {THE BEGINNING} The keys; this will hold a space showcasing both Bugatti keys