Summary
- Bugatti opened a new 1,100 sqm design studio in Berlin, blending heritage and high-tech
- Studio uses VR head-tracking for millimeter-precise design in a restored 1920s power station
- Space welcomes global clients and creators to shape the next era of Bugatti design
Bugatti has opened a new design studio in Berlin, marking a pivotal step in its next chapter of automotive innovation. Housed in a 1,100-square-meter former 1920s power station-turned-techno club, the newly unveiled Bugatti Design Studio merges heritage with cutting-edge technology to reimagine the future of luxury performance.
Set in one of Europe’s most vibrant creative capitals, the studio brings together a diverse team of designers from 22 countries. It’s equipped with advanced tools like virtual-reality head-tracking systems that allow Bugatti’s experts to explore and refine vehicle designs in immersive 3D space, replacing traditional clay modeling with digital precision.
Notably, Bugatti has preserved the building’s original architectural charm, including historic ceramic tiling and cast iron staircases. The space is not just a workspace but also a stage for clients to engage in the brand’s bespoke design process.
“To be a Bugatti, each model must be infused with the spirit of its incomparable heritage,” said Frank Heyl, Director of Design at Bugatti, adding, “This new studio is crafted to nurture that spirit.”
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