BBDO Germany Unveils Dynamic and Immersive Experience for Bugatti’s Website
BBDO Germany takes a holistic approach to custom-building BUGATTI’s new website, optimally reflecting everything the French luxury brand engineers and perfects – including the ever-expanding Lifestyle sphere. Featuring an interactive navigational experience, the new digital hub stimulates the senses and creates an enduring connection with the brand.
BBDO Germany is celebrating BUGATTI Automobiles in a transformative, immersive way by presenting new facets of performance and character for the brand, through rich narrative and graphical elements. Both fans and customers can expect intimate storytelling and images that delve into the brand’s present, history, anecdotes, and myths.
A king was once denied a BUGATTI vehicle due to his arrogance. A queen was once corrected when she congratulated Carlo Bugatti on his 'Moorish style' furniture. Carlo replied, “You are wrong, Majesty, this style is mine.” Needless to say, BUGATTI has an intriguing and illustrious history. For a brand that lends its engineering to more than just vehicles – like a self-levelling pool table intended for yachts; or modernised art nouveau designs befitting an Architectural Digest review – it makes sense that their website should be just as captivating and advanced. In this new iteration, not only the vehicles, but the wide range of lifestyle products and experiences are displayed in beautiful, moving detail. Supporting this unique customer journey required incorporating many elevated features. "We pushed the technology to improve the performance when using high resolution assets, presenting the content in an innovative way,” explains Eduardo Heil, digital project director at BBDO Germany. “Giving the users a unique experience – always moving forward."
Each section, page, and featured model was individually curated from scratch and cleverly coded by BBDO’s tech team to foster engaging interactions with users. Much like a vehicle’s engine, how it is calibrated determines the piece of art it can become. Similarly, BBDO optimised power delivery, efficiency, response time, acceleration, and even enhanced the 'engine’s' sound. With existing technology, the tech team created an uncommon experience – seamlessly integrating content and immersive scrolling with uninterrupted continuity in the website’s soundtrack across each new page. The inquisitive individual can visit bugatti.com for this rich and intuitive journey. Even better, they can visit the site on Chrome – which BBDO’s Research and Development also identified as the optimal browser for this experience.
“Having recently implemented a new brand identity, it was essential for us to present BUGATTI in a progressive and bolder way – speaking to new audiences while celebrating and respecting the marque’s essence and values,” explains Hendrik Malinowski, managing director of BUGATTI Automobiles. “Now is the right time to reflect the new positioning of BUGATTI as a leading innovator in the luxury world with a modernised online presence in the typical BUGATTI timelessness and elegant appearance and highly advanced technology.”
The new BUGATTI website gives the brand the radiantly lit stage it deserves. From hyper speakers to peerless smartwatches to one-off artistic vehicles and beyond: the vast catalogue of lifestyle products and experiences are front, centre, and in high-def. This site represents the BUGATTI’s evolution as a true house of luxury. It will continue to evolve hand in hand with the brand, delivering exceptional craftsmanship and remaining at the forefront of experience and performance, both online and offline.
"Our main aim as an agency was to create a digital home worthy of this brand. A website that seamlessly intertwines sight and sound, creating an unparalleled digital experience for the users." – concluded Dejan Handjiski, creative director at BBDO Germany.
