Bugatti Design Studio opens in Berlin, merging history with virtual design

Bugatti launches its new Berlin Design Studio in a 1920s power station, uniting heritage with VR tech to shape the next era of hypercar design.

Bugatti begins a new chapter in its design story by opening a unique space in the heart of Berlin — the Bugatti Design Studio. This move marks not just a geographic shift, but a deliberate step toward a new design philosophy that blends the brand’s heritage with cutting-edge digital innovation.

The studio is housed in a 1920s-era building that once powered Berlin’s metro and later gained fame as a techno club. Preserving its industrial character, with original tiled walls and floors and century-old iron staircases, the building now hosts a team of designers from 22 countries working across disciplines—from exterior design to 3D modeling.

One of the studio’s defining features is the integration of virtual reality into the design process. Instead of traditional clay modeling, Bugatti employs CAD tools like Blender and Alias combined with a head-tracking system. This approach enables real-time creation, inspection, and refinement of digital vehicle models, reducing development time by up to 40%. It’s a clear indication of Bugatti’s commitment not just to preserving its design DNA but to reimagining the development workflow through technology.

Particular focus is placed on the development of the all-new flagship model, the Tourbillon. Built from scratch, it features an 8.3-liter naturally aspirated V16 engine developed with Cosworth, paired with three electric motors for a combined output of 1,800 hp. With an analog instrument panel crafted by Swiss watchmakers and body lines reminiscent of historic Bugattis—from the Type 35 to the Atlantic—this car is more than a machine; it’s a statement of the marque’s vision.

The studio also plays a central role in Bugatti’s bespoke commissioning experience. Designed to foster creative dialogue, it allows future owners to participate in the design process as co-creators. From material samples to hand-drawn sketches, each decision is made in close collaboration with the design team, culminating in a full-scale 1:1 model—an early, tangible expression of their automotive dream.

While no specific events or special projects have been officially announced yet, the studio’s architectural versatility and technological prowess suggest great potential. Whether hosting client presentations or collaborative design sessions, every element of the space is geared toward creative freedom.

In essence, the Bugatti Design Studio in Berlin is more than just a workplace. It’s a living stage where ideas take form, where history inspires innovation, and where the pursuit of perfection unfolds through a dialogue with technology.

Source: bugatti.com