Bugatti first lifestyle boutique in Knightsbridge London
Bugatti has opened its first lifestyle boutique on Brompton Road in Knightsbridge. Following the successful launch of its lifestyle collection in Milan last year, this is the next major step in the French super sports car manufacturer's brand extension strategy. Up to 30 additional exclusive Bugatti boutiques are due to be open in key international financial and fashion hubs over the next five years.
London was out first choice when deciding on a location for the boutique,' says Wolfgang Durheimer, President of Bugatti Automobiles S.A.S. 'The city is a key market for the Veyron, and is also one of the most important international centres of fashion, design and art, which makes it an ideal location in which to showcase our luxury lifestyle brand. We go where our customers are.'
''Our London boutique will enable us to present the luxurious lifestyle of the brand authentically in an appropriate setting,' explains Massimiliano Ferrari, CEO of Bugatti International, who's in charge of the Brand Lifestyle division. 'The lifestyle collection will be the centrepiece as it's based on the brand's deep-rooted heritage and the original vision of its founder, Ettore Bugatti.'
At 24-26 Brompton Road, the boutique and its collection reflect the identify of Bugatti. In keeping with the brand's motto of 'Art, Forme, Technique', the store conveys Bugatti's exceptional technical performance and the exclusive luxury of the brand. 'A Bugatti is a design masterpeice and a unique work of automative engineering. A Bugatti is synonymous with great tradtition and cutting-edge modernity. This is also the image we want our boutiques to convey,' according to Ferrari.
This is achieved through the use of typical Bugatti design features and materials. The three-metre aluminium arch featuring the Bugatti logo is a truly eye-catching feature, even from a distance. It was modelled on the most distinctive design feature of all the cars – the famous horseshoe-shaped radiator grille. This motif is continues into the shop window display, where the Bugatti signature bag, which echoes the horseshoe grille outline, will take pride of place.
The boutique's interiors is divided into two areas. The EB – Ettore Bugatti Collection is displayed in the luxury/lifestyle area, which is fitted with an elegant, dark wooden floor and brown leather wall panelling, both of which create warm and elegance. The Bugatti – Performance Luxury Collection is presented in the sports/performance area, which is in sharp contrast with the first area as it comprises white marble flooring and light grey leather wall panelling.
The space also features aluminium, wood, glass and carbob, all of which can be found in the Veyron. The designers have taken and interpreted typical elements of Bugatti's design DNA in the furnishings. For example, the rear wall of the large shelving units features a riveted seam inspired by the fin of the legendary Type 57 SC Atlantic. This historic design feature, which was also incorporated into the modern Bugatti Veyron, is also recreated in the structure of the wall shelving.
The free-standing carbob and aluminium shelves were modelled on the rear wing mechanics of the Veyron, an example of the very finest engineering. The delicate line in Bugatti Blue adds a finial visual flourish to the shelving. Thelarge carbon sales table in the centre of the showroom is a particularly design point. Its curved shape was inspired by the signature of Ettore Bugatti, a shape that remains a striking design feature of many Bugatti models to this day.
The next boutique openings are planned for 2015 in Tokyo, Dubai and Doha. Other stores are set to follow in Paris and Milan. Bugatti plans to open its first stores in the USA from 2016 onwards.
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