ith a top speed of more than 250 miles per hour and a price tag of $1.5 million, Bugatti Veyrons are the fastest, most expensive cars in the world, and Bugatti Automobiles S.A.S. knew it likely wouldn't have much trouble attracting attention at the 2011 Auto Shanghai show. But attracting the right attention - from consumers who might actually buy the ultimate status symbol - was going to require an exhibit that exuded the same elite aura as the legendary cars and the people who drive them.

Designed by Braunwagner GmbH, the resulting display was 33-by-95 feet of white opulence divided into an open public space and an invitation-only lounge. In the public area, a jet-black Bugatti Veyron was parked against a stark-white wall outfitted with a 60-inch-long strip of monitors set into black acrylic. Dramatic footage of Bugatti setting the world speed record was playing on the monitors, but the real drama of the space came from its austere design. "We created a straight, pure, technical, and innovative atmosphere to show that the brand values art, form, and technology," said Braunwagner's Daniela Amberg.

The second area of the exhibit, one accessible by invitation only, was decidedly more intimate. Guests were ushered into the space where a bar, supple leather couches, several meeting rooms, and a white Bugatti Veyron awaited. A display of interior leather swatches splashed color into the 70-by-32-foot booth where visitors were indulged with the elegant comforts of home.

Exhibit Design Awards judges called the exhibit a superb stage for Bugatti's elite message. "The design drips stylish, exclusive, and refined," one judge said. "While the cars are the main attractions, the structure is very effective in playing a strong supporting role to Bugatti's branding."e