The British capital was lit up in the traditional blue of Bugatti as it was the theme around the concept of “The Blue of London”, where Bugatti is set to open its very first lifestyle boutique on Brompton Road in the exclusive Knightsbridge district. Following the successful launch of its lifestyle collection in Milan last year, this is the next major step in the French super sports car brand extension strategy. Up to 30 additional exclusive Bugatti boutiques are due to be opened in key international financial and fashion hubs over the next five years. “Bugatti is not only synonymous with state-of-the-art technology and stunning performance in the automotive sector, but also with a unique lifestyle in keeping with the artistic roots of the Bugatti family,” said Wolfgang Dürheimer, President of Bugatti Automobiles S.A.S., at the launch in London. “Of course, luxurious and exclusive super sports cars will remain our core business”. The current autumn/winter collection from Bugatti includes two main lines centred on men’s fashion – the elegant and luxurious EB – Ettore Bugatti Collection and the sports luxury Bugatti Performance Luxury Collection featuring high-tech materials. In addition to these two lines, Bugatti also offers a tailor made range exclusively for Bugatti customers, along with limited-edition capsule collections, such as the recent Bugatti Legends collection. At 24-26 Brompton Road, the boutique and its collection reflect the identity 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.
