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From Vrooms to Rooms: Bugatti Shifts Gears into Luxury Lifestyle, Zooming Beyond the Fast Lane

In a turbocharged twist, Bugatti Brand Lifestyle, the luxury division of the renowned automobile giant Bugatti, has accelerated beyond the automotive realm, clocking its best financial year yet. The last 12 months have seen this high-end brand vrooming into new territories, partnering with the crème de la crème of the luxury world, thereby laying a solid foundation for growth in 2024.

Unlike typical brand licensing ventures, Bugatti Brand Lifestyle steers a unique course. The division meticulously handpicks partners who echo Bugatti’s ethos of unparalleled quality and excellence. This strategy has allowed the brand to offer an authentic Bugatti experience, even for those who don’t own one of its iconic cars. The result? A roaring success with double-digit growth in the past year.

A standout venture in 2023 was the Bugatti Residences by Binghatti in Dubai. This wasn’t just slapping the Bugatti name on a glamorous building; it was a deep collaboration to infuse every inch of the 171 Riviera Mansions and 11 Sky Mansion Penthouses with Bugatti’s soul. Binghatti architects dived into the Bugatti world, ensuring that every sketch reflected the brand’s core identity and design ethos.

The Bugatti Residences are more than just homes; they’re an embodiment of the ‘Art of Living’ à la Bugatti. Here, luxury meets technology with TIDAL’s sensory-rich technologies creating an immersive soundscape, akin to the aural thrill of a Bugatti hyper sports car. The TIDAL for Bugatti Royale speakers, renowned globally, are an audio revolution, bringing recorded music to life like never before.

Inside each residence, the furniture, crafted by Luxury Living Group, exudes modern elegance, encapsulating Bugatti’s legacy. The upcoming Bugatti Home collection, set to debut at the Salone del Mobile in Milan, promises to be a blend of classic Bugatti designs with modern Italian craftsmanship, all tinged in the iconic Bugatti blue.

The sensory experience of Bugatti doesn’t stop there. In 2023, a partnership with Master & Dynamic brought the essence of Bugatti into portable audio devices, blending Bugatti’s design with cutting-edge audio technology.

For Lego and car enthusiasts alike, the Lego Technic Bolide, available in black, yellow, and Bugatti blue, is a testament to Bugatti’s successful partnership with Lego, offering a glimpse into Bugatti’s hyper sports car world.

Eyeing a different segment, Bugatti Eyewear, in collaboration with Larry Sands, launched two exquisite collections last year, showcasing craftsmanship in sterling silver, 18k gold, and Palladium.

The partnership with Asprey is yet another jewel in Bugatti’s crown, blending physical art with NFTs, and featuring the ‘Dancing Elephant’ motif, a nod to Bugatti’s rich history. This collaboration marks a unique fusion of tradition and digital innovation.

Last year also saw Bugatti teaming up with adidas to launch the exclusive adidas X Crazyfast Bugatti football boot, finished in Bugatti Blue and featuring carbon fiber, reminiscent of Bugatti cars. Limited to 99 pairs, these boots kicked off a successful auction in the web3 space.

Wiebke Ståhl, Managing Director of Bugatti International, credits her team for these impressive achievements. “Our small but mighty team has thrived, growing three-fold in four years. It’s our strategic partnerships, all echoing Bugatti’s vision of excellence, that have driven our success,” says Ståhl. She highlights the mutual benefits of such collaborations, notably with global brands like adidas, enhancing brand awareness and equity.

Looking ahead, Bugatti is gearing up to launch a new e-commerce platform, offering a digital gateway to its diverse product range and luxurious lifestyle. This platform aims to be a unique destination for customers to immerse themselves in the world of Bugatti, showcasing the brand’s expansive portfolio. As Bugatti speeds into 2024, it’s clear that the brand is not just about fast cars anymore; it’s about fast-tracking into a lifestyle that transcends the limits of the automotive world.

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