Under the theme "La Grande Première", we conceptualized and organized the spectacular product launch of the new Bugatti Tourbillon. The event took place at the birthplace and current headquarters of the legendary automotive brand, in and around the Château Saint Jean in Molsheim. Over two eventful days, 2,000 guests – including customers, partners, and employees – celebrated both Bugatti's 115th anniversary and the unforgettable start of a new era.

During the day, an immersive exhibition concept took customers and partners on a fascinating journey through the key chapters of Bugatti's storied history. Iconic models from the past and present, such as the Type 57SC Atalante, Type 35, and Type 41 Royale, were displayed in various areas, embodying the elegance, success, and luxury of their respective eras.

The highlight of the event was the evening celebration, marked by the unveiling of a new model: the unforgettable beginning of Bugatti's next chapter. A stunning Art Nouveau-style pavilion, complete with lounge and dining areas, was specially constructed for the occasion. Its transparent windows seamlessly integrated with the Château Saint Jean's ensemble and gardens, creating the perfect backdrop for a unique evening. Guests were welcomed by Bugatti's Chairman Mate Rimac, President Christophe Piochon, and Managing Director Hendrik Malinowski. After a gourmet dinner, as night fell, the moment arrived: the reveal of the new hypercar marked the dawn of a new era for the brand.

During an avant-garde dance-theater performance set to a blend of classical and electronic music, a futuristic portal at the end of the pavilion opened. Accompanied by a dramatic light show, the new Bugatti Tourbillon made its entrance, driving down a catwalk to the center of the venue. Bugatti's Director of Design Frank Heyl and CEO Mate Rimac presented the groundbreaking concept, detailing the design of the Tourbillon and sharing their vision for Bugatti's future.

The live-streamed "La Grande Première" drew approximately 500,000 viewers on YouTube, and the launch reached a total audience of 980 million people worldwide, making it one of the most successful in automotive history.

Bugatti further celebrated the launch of the new Bugatti Tourbillon with additional guests, including members of Club Bugatti France, renowned collectors, and employees with their families. On a special day dedicated to friends and enthusiasts, attendees enjoyed exclusive tours of the Bugatti Atelier. Here, they marveled at the first production models of the Bolide, historic masterpieces, and experienced the Bugatti Tourbillon up close.

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