Bugatti Le Souffle: A new definition to the brand in the post pandemic world
Bugatti Le Souffle is a personal design project inspired by the three questions mentioned below:
- How would Bugatti continue to grow its Brand in the post-ICE-era and the pandemic world?
- In a post-pandemic future when 0-60 in 3 seconds is no longer an anomaly and electric powertrains all-around are equally competent, how would an electric Bugatti provide its privileged customers with an unrivalled experience?
- Is there a fresh method to express the brand’s unrivalled ingenuity?
Park began to ponder when sitting in a room while the globe was closed down by the giant virus that reached humanity in early 2020.
The Story: Bugatti Le Souffle
He looked back in Bugatti history and found a wonderfully fascinating pair to this hunt, Victor Rothschild, a Cambridge-educated scientist and MI5 agent during the war, and his wife Barbara, as well as their beloved Atlantic 57374. The beautifully curvy yet strongly muscular masterpiece in soft turquoise green talked of a peaceful breakfast at a clifftop hotel in St. Ives rather than an adrenaline rush around the Nürburgring.
Could Bugatti branch out to a gentler customer, knowing it always has the firepower? Giving the female demographic the driving seat, where sheer acceleration isn’t as important as the sensation of intimacy emitted, not just by its excellent CMF but, maybe, by the demeanour it exhibits.
He started to imagine a modern-day 57374. He wanted this car to be an expression of a husband’s love for his wife without losing the sense of responsibility they carry, a symbolic and practical solution for the community – Noblesse Oblige, a Bugatti that cleanses the air, attracting people for its beauty and keeping them there for the right reasons. A Bugatti that whisks the pair away to a spot where they can take in some fresh air? A Bugatti that allows them to breathe, or rather, that physically allows them to breathe?
The exterior recreated the hourglass form of the feminine body in a contemporary approach. The constricted intersections of four separate volumes, cabin, front, rear, and battery area, direct our gaze into the body-side aperture that suckers in air. The elegantly descending beltline remained the same, but this time it was accompanied by a snappier C-line around the DLO.
The bottom of the automobile, where the battery pack is hidden, is draped and floats slightly above the ground, allowing air to flow through. Another standout feature is the copper brace, a structural piece that adds to the car’s bionic motif. Inspired by female collarbones and the gorgeous masses that surround them, powerful volumes encircle the wheel wells, shrink-wrapped over the low-slung bonnet driven by the legacy spinal cord, which illuminates and sterilises the air with UVC rays in the car.
The back section, which used to house the massive W16, now houses dual-function air purifiers and the owners’ baggage for their magnificent travelling adventure. The car’s second surprise is hidden beneath it a viewing area with a wine bar. The back skin slides forward to form a canopy over them, providing the ideal area to converse through the night, beneath the starry Cornish sky, with a boundless ocean stretching out in front of them. Vintage style radiators rustic British kitchen reference and mood lighting complement the view with a sliding snack counter that hides away in the cool of the night allowing the pair to sit closer.
Hyunjoon Park is a principal external designer at Tata Motors Design Studio UK, and he is in the process of transitioning to become a professor and design lab owner in Korea. He is enthusiastic about transforming a brand’s vision into wonderful experiences that people love, as well as everything in between, via automotive design and storytelling. For the previous 11 years, he has been providing sophisticated concept vehicles and production automobiles, focusing on all aspects of external design.
Check out his more work and let us know in the comments what do you think about this?