In 2016, Bugatti released the new Veyron. Prior to the launch, we were asked to find a way to startle the world on the topic.
We collaborate with artists, architects and engineers, giving each of them the opportunity to develop an installation revolving around the car, with one constraint: they can only reveal a tiny part of their choice (a piece of the bodywork, a rear mirror, a license plate, half of a wheel, its sound…).
THE EXPERIENCE
As the car travels to each location and becomes part of a new masterpiece every time, locals can take pictures of the real-life installations and post them online, on the website hub where all the bits of the cars are compiled.
The experience takes people on a progressive journey to discover the new Bugatti, from imagination to reality.
THE ONLINE REVEAL
As a reward to the community, the car is pre-revealed on the website hub the night before the Geneva Showroom. Through a transition of digital glitches, the fragments dissipate to reveal the real car.
The site features the ability to explore the exterior and interior in 3D with hot points to see particular elements in further detail.
Ai Wei Wei
Ai Wei Wei
Richard Serra
Brancusi - Serra
Damián Ortega
Damián Ortega
