Bugatti & Chiron winning the German Design Council Awards
Bugatti seems to have impressed the critics at the German Design Council. In connection with the Paris Motor show, the German Design Council yesterday honored Bugatti’s new showroom design. The new CI concept was the winner in the “Architecture” category of this year’s Automotive Brand Contest. New showroom design provides visitors to dealerships throughout the world with the unique brand experience that customers and guests enjoy at Bugatti’s headquarters in Molsheim, France.
Entire product information and presentations, as well as highlights from the history of the Bugatti marque, can be called upon a horizontal communication strip running along the wall. In addition, customers can configure their new Bugatti here. The whole system can be controlled intuitively from a tablet after customers have taken a seat in the comfortable lounge area. The lounge features furniture from the Bugatti Brand Lifestyle collection designed especially for the brand’s new showrooms and which customers can also purchase. The organically-shaped armchairs are made from the finest leather and blue exposed carbon fiber with high-grade materials and workmanship like those used for a Bugatti super sports car. The sides are decorated by the EB logo. The ceiling light fittings, made from anodized aluminum like that used in the vehicle, and the polished stainless steel door handles, also developed exclusively for Bugatti, are elegant design highlights.
A white brand wall with sweeping curves and adaptable background lighting with Bugatti’s red oval logo, the so-called macaron, combines all the elements of the showroom. Framed by a specially developed aluminum section with visual reference to the Bugatti material and form language, it forms the sculptural backdrop to the star of any Bugatti show, the world’s most powerful, fastest, most luxurious and most exclusive production super sports car, the Bugatti Chiron.
All the media used in the room can be controlled centrally from a tablet. The background lighting of the brand wall can also be adapted individually or dynamically to create a special atmosphere for events.
The Automotive Brand Contest is held annually by the German Design Council. As the only impartial design competition for automobile brands, it has rapidly established itself as one of the world’s most important competitions in the industry. The German Design Council is one of the world’s leading competence centers for communications and know-how transfer in the design field. The association currently has more than 230 members. The German Design Council was established in 1953 at the initiative of the German Bundestag to strengthen the design competence of German industry.
The world’s most powerful, fastest, most luxurious and most exclusive production super sports car has the best design in the world. At this year’s awards ceremony, the Bugatti Chiron was selected by the jury as the winner in the category “Exterior Premium Brand – Luxury.” This March, the Chiron celebrated its world debut in Geneva. The awards ceremony was held on the occasion of the Paris Motor Show.
In their citation, the international jury of independent experts explains their decision as follows: “The designers have succeeded in interpreting the Bugatti DNA in a modern way and adding new, distinctive features in line with the motto of “Form follows Performance”. These features became necessary as a result of the technical requirements posed by higher performance.” In the category of “Exterior Premium Brand – Luxury”, which takes a closer look at the exteriors of all vehicle classes under the aspect of elegant design, the Chiron convinced the jury.
“The Bugatti design team is extremely pleased about this award,” said Achim Anscheidt, Chief Designer of Bugatti, at the awards ceremony held in Paris on Thursday evening. “The stylistic challenge posed for us designers by the tension between Bugatti’s traditional brand DNA and the need to adapt the exterior design of the car to the technical requirements of this ultimate 1,500 PS super sports car was enormous. Honours like this and the extremely positive reaction of our customers and fans to the Chiron confirm that we adopted the right approach.“