Design instead of bass: Bugatti moves into Berlin’s techno club icon
Bugatti has opened a new chapter in the pulsating field of tension between tradition and avant-garde – and has chosen a remarkable location for it: a listed industrial building in the heart of Berlin, which now serves as the French luxury brand’s new design studio. Where turbines once supplied the Berlin subway with electricity and basses echoed through the walls of a techno club in the 1990s, the future of the automobile is now being created at the highest aesthetic level.
The new Bugatti Design Studio is far more than just a creative workplace – it is a tribute to the era of great design and at the same time a window into tomorrow. On 1,100 square meters, a thoroughly composed space unfolds in which historical materials such as original ceramic tiles and cast-iron staircases meet state-of-the-art technologies. This deliberate contrast gives the studio an almost meditative atmosphere that not only supports creative processes, but celebrates them.
Against this backdrop, designers from 22 countries work together on the further development of the Bugatti design language – from exterior and color & trim to virtual 3D modeling. The once hand-molded clay models are now giving way to immersive VR simulations that bring every detail of a future vehicle to life with the utmost precision. Head trackers, CAD data, virtual spaces – the digital blends seamlessly with the analog here.
In a city that is constantly reinventing itself, this place is a silent commitment to timelessness.
But despite all the future technology, Bugatti remains committed to its artisanal origins. Sketches are drawn by hand, materials are tested haptically, color worlds are curated. And when a customer is invited to create their own personal vehicle together with the designers, a process begins that is as artistic as it is individual. Colors, fabrics, details – nothing is random. Everything is an expression of personal taste and a shared vision.





This makes the studio not only a creative workshop, but also a stage for individuality. Every work table is movable, every light source finely adjustable – a space that changes depending on what is to be created in it. And sometimes this stage also becomes a salon: when Bugatti invites customers, friends and design enthusiasts to celebrate the brand’s newly created home.
Photos: BUGATTI