In-depth interview with Matej Isak from MONO & STEREO about "TIDAL for Bugatti"
"...car people are car people, audiophiles are audiophiles. Other than bringing music into a car, there is little to combine or bring together. Just putting a famous logo onto a product from another category does not make the product any better or more desirable nor does it rub back onto the product to have a fancy halo around. Actually, this causes even the opposite to me and at least I would not want that either on my audio system, my watch, or my sunglasses.
Merchandising for a brand fan base in all fairness, but that hardly works on upper price levels on a wider scale, since mostly one wants the original thing then, and not something relabeled which has nothing to do with it. I believe things can only be extraordinary if cooperation captures both partners' DNA and then combining and transforming it into something new and exciting...
Working together with Bugatti created something how I always defined the grail in industrial design for me: a perfectly round loop out of a.) the only reason why it exists and b.) answering it with the only possible perfect execution for it. In that very ranking, wording and meaning."