EB110GT. The Making of a Dream Car at Bugatti Automobili

EB110GT. The Making of a Dream Car at Bugatti Automobili

EB110GT — The Making of a Dream Car at Bugatti Automobili

Behind the scenes of the EB110 — People, process, and precision

In this second chapter of the Bugatti Automobili story, we move behind the scenes of Bugatti Automobili to follow the making of the EB110 Gran Turismo—from early design decisions to the daily work that transformed an ambitious idea into a functioning automobile.

This was not only a technical process. The workplace had been conceived to place people at the center, encouraging concentration, collaboration, and creative freedom at every stage. Let Romano Artioli tell his story

Federico Trombi, Nicola Materazzi and Achille Bevini in the designer’s Building at Bugatti Auromobili. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Focusing on the workplace and the human factor

Once the factory was made, the car had to be built.
Follow us in this second episode on Bugatti Automobil, a behind the scene journey in the various design phases that led to the new Gran Turismo’s birth. The human factor was at the center of everything.
Let’s leave it to Romano Artioli to tell the mood that had been created.

Bugatti Automobili was an environment immersed in nature, which stimulated creativity. The entire plant was therefore designed primarily to give technicians maximum comfort and the freedom to express their talent in the best possible way. 

It was exciting to see how everyone was engaged in their work and how carefully they installed or molded the materials with automated equipment. They were a group of engineers who programmed each new process with passion, without any distractions. They took advantage of moments at the lunch table to exchange suggestions and ideas to do better and better. I’d never seen anything like it before: everyone felt privileged because they had the chance to make something unique. They were never tired or stressed. They had entered the world of advanced technology, art and beauty without any pressure.
From Romano Artioli’s book Bugatti & Lotus Thriller.”

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Partendo dal fattore umano e ambiente di lavoro.


Fatta la fabbrica, bisognava mettere in atto il sogno di Romano Artioli e costruire la macchina.
Questo è la seconda parte della storia di Bugatti Automobili (qui la prima). E’ un viaggio dietro le quinte sulle varie fasi che hanno creato questa mitica Gran Turismo.
Lasciamo che sia Romano Artioli a raccontare il clima che si era creato.

Questo progetto mi permetteva di coltivare l’attenzione al fattore umano, che per me rimaneva centrale.

Era entusiasmante vedere come tutti si impegnavano nel loro lavoro, con quale attenzione installavano o plasmavano i materiali con le macchine automatiche. Erano un gruppo di tecnici che programmavano con passione ogni nuova lavorazione, senza farsi distrarre da nulla. Approfittavano dei momenti a tavola per scambiarsi suggerimenti e idee per fare sempre meglio. Non avevo mai visto qualcosa di simile: tutti si sentivano privilegiati perché avevano la possibilità di realizzare qualcosa di irripetibile. Non erano mai stanchi o stressati, erano entrati senza alcuna pressione nel mondo della tecnica più avanzata, dell’arte e del bello.

Dallo splendido libro di Romano Artioli: “Bugatti e Lotus thriller”.

Note sulle due immagini di questo capitolo.


1. Il “Reparto Esperienze” al gran completo. Di fronte, il primo prototipo della EB110 disegnato da Marcello Gandini.
2. Lo staff di ingegneri e tecnici: da sinistra Antonio Cesaroni, Oliviero Pedrazzi, Stefano Mion, Federico Trombi, Achille Bevini, Nicola Materazzi, Pavel Reimisch, Tiziano Benedetti.

1936_68 The Bugatti”Reparto Esperienze", Development Divison employees with the first EB110 Prototype as designed by Marcello Gandini. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

1936_68 The Bugatti ”Reparto Esperienze", Development Divison employees with the first EB110 Prototype as designed by Marcello Gandini. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

The “Reparto Esperienze” — Development Team and First EB110 Prototype.

Beneath the iconic Bugatti oval and the blue Prove Motori building — the technical and aesthetic heart of Romano Artioli's factory — the entire Reparto Esperienze gathers with the first EB110 prototype, designed by Marcello Gandini.

Engineering staff (left to right): Antonio Cesaroni, Oliviero Pedrazzi, Stefano Mion, Federico Trombi, Achille Bevini, Nicola Materazzi, Pavel Reimisch, Tiziano Benedetti.

The Bugatti Automobili engineering staff. Left to right: Antonio Cesaroni, Oliviero Pedrazzi, Stefano Mion, Federico Trombi, Achille Bevini, Nicola Materazzi, Pavel Reimisch, Tiziano Benedetti. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

A remarkable concentration of talent in a single frame.

Left to right: Antonio Cesaroni, Oliviero Pedrazzi, Stefano Mion, Federico Trombi, Achille Bevini, Nicola Materazzi, Pavel Reimisch, Tiziano Benedetti.

Working on the Chassis

The chassis was designed by Olivero Pedrazzi and built by the French company Aérospatiale.
It allowed an extremely fast car to grip the road perfectly, but he was also robust to provide improved safety in case of an accident; in other words, the chassis was rigid but also very light.

Pedrazzi, and he alone was the true technical creator of everything in the Bugatti’s bodywork. Pedrazzi was neither an engineer nor a technical expert but a genius with the ability to invent the most effective solutions. He then submitted them to the engineers, who only had to choose the most suitable out of two or three proposals, all impeccably designed.

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Il telaio.


Il telaio era una meraviglia. Disegnato da Oliviero Pedrazzi fu costruito dalla famosa azienda francese Aérospatiale.
Rigido ma molto leggero consentiva una perfetta tenuta di strada a un’auto estremamente veloce. Era allo stesso tempo robusto, per maggior sicurezza in caso di incidente.

Il vero artefice di tutto ciò che stava sotto la carrozzeria della Bugatti fu proprio lui, Pedrazzi, non era né ingegnere né perito tecnico, ma era un genio, con la capacità di inventare le soluzioni più efficaci. Le sottoponeva poi agli ingegneri, che dovevano solo scegliere quella più adatta, tra due o tre proposte, tutte disegnate in modo impeccabile.

Note sulle due immagini di questo capitolo.


1. Il banco di prova e misurazione con il telaio disegnato dalla azienda francese Aérospatiale.
2. Al lavoro per collegare telaio e roll-bar con la supervisione di Federico Trombi.

The measurements test-bench with the carbon fiber chassis designed by Bugatti Automobili and built expressly by the French company Aerospatiale. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

The measurements test-bench with the EB110 carbon fiber chassis built by Aérospatiale

Designed by Bugatti Automobili and built expressly by the French company Aérospatiale.

Such a powerful car required a chassis that would allow an extremely fast car to grip the road perfectly, but which also robust so as to provide improved safety in case of an accident; in other words, the chassis had to be rigid but also very light.

Connecting the roll-cage to the chassis of the Bugatti EB110. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Connecting the EB110 roll-cage to the chassis under the supervision of Federico Trombi

A critical assembly step where precision and responsibility converge.

Working on the Engine

With five valves per cylinder, the 12-cylinder aluminum and magnesium engine block was designed in a single piece containing the six-speed transmission and two differentials: a marvel that surprised the engineering departments of all the major car manufacturers.
For the first time in such a powerful car, Pedrazzi was able to create synchronizers that allowed the gears to be changed without the slightest effort, a step forward for all manufacturers. The central differential, which provided a balanced four-wheel drive, driving pleasure, and safety under all conditions, even the most extreme, was another Oliviero invention.

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Il motore.


Il blocco del motore di alluminio e magnesio a 12 cilindri, con cinque valvole per cilindro, era stato disegnato in un unico pezzo che conteneva la trasmissione a sei marce e due differenziali: una meraviglia che sorprese tutti gli uffici tecnici delle grandi case automobilistiche. Pedrazzi riuscì a realizzare, per la prima volta in un’auto così potente, dei sincronizzatori che permettevano di cambiare le marce senza il minimo sforzo, un passo avanti per tutti i costruttori. Il differenziale centrale che assicurava trazione bilanciata alle quattro ruote, piacere di guida e sicurezza in tutte le condizioni, anche le più estreme, era un’altra invenzione di Oliviero.

Note sulle quattro immagini di questo capitolo.


1. Il motore della Bugatti EB110, un 12 cilindri a V di 60º, in monoblocco in lega di alluminio e magnesio e testate in alluminio e titanio, è sistemato in posizione posteriore centrale longitudinale che ingloba il cambio e parte della trasmissione.
Distribuzione a due alberi a camme in testa per bancata, con 5 valvole per cilindro. La cilindrata è di 3.500 cm³, l' alesaggio 81,0 mm e  la corsa 56,6 mm. Eroga una potenza di 560 CV a 8.000 giri/min.
2. Il dispositivo per verificare la perfetta esecuzione del supporto degli assi a cammes di azionamento delle trenta valvole per testata.
3 e 4. Testando il motore sotto massimo sforzo.

The Bugatti EB110 engine. A 3.5 L Bugatti quad-turbocharged V12. With five valves per cylinder, the 12-cylinder aluminum and magnesium engine block was designed in a single piece containing the six-speed transmission and two differentials: a marvel that surprised all the major car engineering departments, manufacturers. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

The 3.5 L Bugatti EB110 quad-turbocharged V12 engine

The 3.5 L Bugatti EB110 quad-turbocharged V12 engine. With five valves per cylinder, the 12-cylinder aluminum and magnesium engine block was designed in a single piece containing the six-speed transmission and two differentials.

This marvel surprised the engineering departments of all the major car manufacturers.

1936_76 Verifying the perfect execution of the support of the cam axes driving the thirty valves per head. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Verifying camshaft support for the thirty valves per head — Bugatti EB110

A level of control pushed to extremes.

Verifying the perfect execution of the support of the cam axes driving the thirty valves per head.

1936_75 Testing the Bugatti EB1100 engine under maximum effort. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Testing the Bugatti EB 110 engine under maximum effort.

Engineering pushed to its breaking point — by design.

1936_73 Testing the Bugatti EB1100 engine under maximum effort. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Testing endurance under extreme thermal and mechanical stress.

Engineering pushed to its breaking point — by design.

Working on the Body

The birth was long and complicated. The first version was designed by Marcello Gandini. Still his bodywork proposal did not satisfy Romano Artioli. The front and tail were very wide and flat, as dictated by the fashion of the time, which for me was already largely outdated. Unfortunately, Gandini refused to modify it.

I asked Giampaolo Benedini to intervene and work quickly with the model designers to create a new and pleasing shape. He was very good with this as well, even though he was an architect and not a car designer. I think it was the first and only time that an architect has even attempted to create the style for a Gran Turismo car-not to mention the Bugatti rebirth!

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Il design della carrozzeria


Il parto fu lungo e complicato. La prima versione fu disegnata da Marcello Gandini. Potete vederla nella foto di gruppo con il reparto esperienze. La sua proposta però non soddisfala Romano Artioli. Muso e retro erano “piatti”, come di moda a quel tempo, che “secondo me erano largamente datati”. Sfortunatamente Gandini rifiuto di effettuare modifiche sostanziali.

“Pregai quindi Giampaolo Benedini di intervenire e di lavorare velocemente con i modellisti per realizzare una nuova e bella forma. Fu molto bravo anche in questo caso, nonostante fosse architetto e non stilista d’auto. Credo che sia stata la prima e unica volta che un architetto si sia cimentato anche a realizzare lo stile di un’auto Gran Turismo, per giunta della Bugatti della rinascita! Benedini fu capace di ammorbidire la linea e di rifinire la carrozzeria molto bene, inserendo anche la famosa calandra Bugatti, in versione ridotta. Anche l’aerodinamica era perfetta, senza turbolenze laterali e con le giuste pressioni sugli assi, grazie all’alettone retrattile.

Note sulle quattro immagini di questo capitolo.


1. Gandini, Benedini ed Artioli discutono animatamente sulle modifiche richieste.
2. Al lavoro per le ultime rifiniture del modello in legno.
3. Il modello visto di tre quarti da dietro.
4. Vista posteriore

Marcello Gandini, Romano Artioli, and Gianpaolo Benedini heatedly discussing the design with the wooden model of the EB110. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Design Debate Around the EB110 Wooden Model.

Marcello Gandini, Romano Artioli, and Gianpaolo Benedini gathered around the full-scale wooden model of the EB110 during an intense design review at Campogalliano.

The image captures a decisive moment in the project’s development, when vision, engineering, and architecture confronted one another directly—revealing both the creative energy and the underlying tensions that shaped the car’s final form.

1937_37 The last refinements to the wooden model of the Bugatti EB110 at Campogalliano. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Form adjusted in real time under deadline pressure — Wooden model side view

Campogalliano. Final surface refinements underway on the full-scale wooden model during the last phase of the EB110’s development.

The blurred figure records active work in progress, marking the urgency and intensity of the final design phase.

1936_64 The final version of the wooden model of the EB1110. Three-quarter rear view. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

The moment when design decisions become fixed — Wooden model three-quarter rear view.

Campogalliano. The completed wooden model of the Bugatti EB110 photographed after the final refinements.

This view documents the definitive rear proportions and surface transitions that guided the subsequent engineering and production phases.

1936_65 The wooden model of the EB1110. Rear view. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Symmetry, balance, and final verification — Wooden model rear view.

Captured after completion, this image records the resolved geometry of the rear fascia, exhaust layout, and overall stance before translation into functional prototypes.

Optimizing Aerodynamics at Pininfarina Wind Tunnel

The birth was long and complicated. The first version was designed by Marcello Gandini. Still his bodywork proposal did not satisfy Romano Artioli. The front and tail were very wide and flat, as dictated by the fashion of the time, which for me was already largely outdated. Unfortunately, Gandini refused to modify it.

I asked Giampaolo Benedini to intervene and work quickly with the model designers to create a new and pleasing shape. He was very good with this as well, even though he was an architect and not a car designer. I think it was the first and only time that an architect has even attempted to create the style for a Gran Turismo car-not to mention the Bugatti rebirth!

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Ottimizzando l’aerodinamica alla Galleria del vento di Pininfarina.


Tutte le migliorie della carrozzeria furono realizzate nella più nota delle gallerie del vento. Pininfarina è, sino dal 1972 un Centro di eccellenza nella ricerca e sviluppo nel campo della aerodinamica e aeroacustica.

Note sulle cinque immagini di questo capitolo.


1-5.  Al lavoro per rifinire la carrozzeria alla Galleria del Vento di Pininfarina.

1937_10 Optimizing the EB110 aerodynamics in the Pininfarina Wind Gallery. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

The full-scale model of the Bugatti EB110 positioned inside the Pininfarina Wind Tunnel during aerodynamic testing.

Active since 1972, the facility was a recognized center of excellence for research in aerodynamics and aeroacoustic.

1937_10 Optimizing the EB110 aerodynamics in the Pininfarina Wind Gallery. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Engineering decisions made in real time.

Engineers working around the Bugatti EB110 model during aerodynamic testing at the Pininfarina Wind Tunnel. Human presence and motion reflect the adjustment phase of the process, where measurements, corrections, and refinements converge.

1937_08 The EB110 Model in the Pininfarina Wind Gallery, side view. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Side view of the Bugatti EB110 model undergoing aerodynamic evaluation at the Pininfarina Wind Tunnel.

This configuration highlights the car’s proportions, surface continuity, and airflow behavior along the body and lower sections.

1937_12 The EB110 Model in the Pininfarina Wind Gallery rear view. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Rear view analyzing wake, turbulence, and rear aerodynamic efficiency at the Pininfarina Wind Tunnel.

The test focuses on airflow separation, rear turbulence, and the aerodynamic behavior of the exhaust and diffuser area.

Work in progress backstage

Peeking during works. A random backstage reportage.

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Lavori in corso.


Sbirciando dietro le quinte durante i lavori.

1937_60 Works in progress at Bugatti Automobili. . Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Mechanical layout exposed before final integration.

Rear view of the EB110 prototype raised on a workshop lift, with body panels removed to allow access to drivetrain and cooling components.

This stage reveals the provisional nature of early assemblies, where systems remained accessible for adjustment and testing.

1937_59 Works in progress at Bugatti Automobili. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Form, structure, and mechanics aligned.

Technicians working beneath the raised body and open doors of the EB110 prototype designed by Marcello Gandini.

The photograph captures a transitional moment in which structural elements, bodywork, and mechanical systems were refined simultaneously.

1937_58 Works in progress at Bugatti Automobili. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Early Assembly of the EB110 Prototype.

Technicians working on the chassis.

1937_56 Works in progress at Bugatti Automobili. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Raw EB110 Body Under Inspection.

The unfinished aluminum body of the EB110 prototype during manual inspection and fitting.

At this stage, surface treatment and final detailing had not yet begun, allowing direct evaluation of form, tolerances, and construction quality.

1937_61 Works in progress at Bugatti Automobili. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Parallel development of a singular vision.

Two EB110 prototypes representing Marcello Gandini’s original design version seen simultaneously inside the workshop.

The presence of multiple bodies illustrates the iterative nature of the project, where alternative solutions were developed and compared side by side.

1936_97 The EB110 ready to be revealed in the futuristic Circular Building’s showroom. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

Bugatti EB110, First Model, Prototype, EB110 Supersport, EB11

Unveiling the EB110 — EB110 Supersport - EB112

The development of the car, from the Epowood model with cover wheel to the production model of the EB110, the EB110 Supersport and the Giugiaro EB112.

Caption for the image above — Anticipation staged as spectacle.

The EB110 fully veiled inside the futuristic Circular Building showroom, moments before its public presentation. The controlled lighting and theatrical setting emphasized suspense and symbolism, framing the car as an event rather than a product.

The official unveiling took place on September 15, 1991, simultaneously at Versailles and in front of the Grande Arche de La Défense in Paris, exactly 110 years after Ettore Bugatti’s birth.

Caption for the featured Image — Engineers Working Late at Bugatti Automobili

Federico Trombi, Nicola Materazzi, and Achille Bevini working late inside the futuristic designers’ building at Bugatti Automobili.

Tight development deadlines often extended work well beyond regular hours, reflecting the intensity and ambition driving the EB110 project.

Copyright Links and Credits

Photography, Copyright & Credits

All photographs © Ikonographia / Roberto Bigano — All Rights Reserved. These images are part of the Ikonographia Visual Archives: Bugatti Automobili & EB110 Archive (1990–1995).

Roberto Bigano served as official photographer for Bugatti Automobili throughout the company's operational years in Campogalliano. This archive was produced from inside the project, with unrestricted access and no editorial constraints. The material is exclusive to Ikonographia and available nowhere else.

Credits & Acknowledgments

Ikonographia gratefully acknowledges the fundamental contribution of Romano Artioli, founder of Bugatti Automobili, and Gianpaolo Benedini, architect and designer of both the Fabbrica Blu and the EB110, without whose vision, trust, and collaboration this archive would not exist.

Excerpts from Romano Artioli's book "Bugatti & Lotus Thriller" are reproduced with the author's authorization.

Terms of Use (Summary)

The images presented in this archive are copyrighted and available for licensed use only through Ikonographia Visual Archives.

You may not download, reproduce, publish, or distribute these images without a valid license. For commercial or editorial licensing, please refer to the product pages or contact Ikonographia directly. A full explanation of licensing terms is available in the Shop / Licensing Information section under "Ikonographia — Standard License" and "Ikonographia — Merchandising & Product Use Licenses."

Ikonographia Mission Statement

Ikonographia is committed to the accurate documentation, preservation, and ethical dissemination of twentieth-century visual culture.

Archival Notes

These photographs were produced between 1990 and 1995 as part of Roberto Bigano's role as official photographer for Bugatti Automobili. The archive documents the factory, the production process, the design evolution, and the people behind one of the most ambitious automotive projects of the late twentieth century.

The story is told from inside: by the founder who initiated the enterprise, the architect-designer who shaped its form, and the photographer who followed the project throughout its development. All images follow Ikonographia's internal archival standards for resolution, color accuracy, and metadata structure to ensure long-term consistency across the collection.

Further Reading (Selected Sources)

American Mannequins — Journey into Hyperreality (1982–1988)

American Mannequins — Journey into Hyperreality (1982–1988)

American Mannequins — Journey into Hyperreality (1982–1988)

Artificial bodies and performative realism in American retail display.

Between 1982 and 1988, American shop windows increasingly adopted mannequins modeled for presence rather than display. Lifelike faces, controlled gestures, and carefully staged interiors transformed retail figures into instruments of visual persuasion, occupying a space where realism no longer represented reality but actively produced it.

August 1984 - Beverly Hills, California - From "Plastic Girls" series. A forty-year project by the Italian photographer Roberto Bigano documenting mannequins.

Photographed from the street without staged intervention, the images were made using a 4×5 view camera, a process that imposed slowness, distance, and sustained attention. In this context, mannequins emerge not as neutral supports for clothing, but as performative bodies through which American hyperreality takes shape.

These photographs belong to "Plastic Girls: 50 Years of Artificial Beauty", a long-term photographic project developed over nearly five decades, in which shop windows are approached as a continuous site of cultural observation.

August 1982 - Rodeo Drive, Beverly Hills, California. - From "Plastic Girls" series. Photo Roberto Bigano.

August 1982
Beverly Hills, United States — Rodeo Drive.

The hyper-detailed facial modeling and naturalistic stance collapse the distance between mannequin and living figure. The pose signals an early movement toward simulated presence, where realism begins to replace display as the dominant visual language.

 Featured  image above:


August 1984 — Rodeo Drive — Beverly Hills, United States.

An earlier generation of mannequin carving, distinguished by sculpted features rather than molded realism.
The face—particularly the mouth and eyes—retains a hand-shaped expressiveness, poised between elegance and emotional distance.

Set against the quiet intrusion of national symbolism, the tilted head and relaxed arm introduce a note of vulnerability, transforming the display into a composed study of desire and aspiration.

August 1984 - Melrose Ave. Hollywood, California - From "Plastic Girls" series. Photo Roberto Bigano

August 1982.
Hollywood, United States — Melrose Avenue.

Here the mannequin recedes into light and shadow, its presence shaped more by illumination than form. The body becomes a graphic element within the window, signaling a shift toward cinematic display and atmospheric staging rather than direct representation.

August 1984 - Santa Monica Blvd. Hollywood, California - From "Plastic Girls" series. Photo Roberto Bigano

August 1984.
Los Angeles, United States — Santa Monica Blvd.

High-contrast materials, confrontational styling, and rigid posture define a form of West Coast display that flirts with provocation rather than elegance.

Set against industrial plastic backdrops, the mannequin stages the body as surface and attitude—borrowing visual cues from underground fashion, fetish aesthetics, and club culture.

August 1984 - Santa Monica Blvd. Los Angeles, California - From "Plastic Girls" series. Photo Roberto Bigano.

August 1982
Los Angeles, United States — Santa Monica Blvd.

Bold chromatic contrasts and graphic styling echo the visual optimism surrounding the Los Angeles Olympics.

Commercial display mirrors a broader corporate aesthetic, where color signals confidence and spectacle.

August 1983 - Boca Raton, Florida. - From "Plastic Girls" series..Photo Roberto Bigano.

August 1983 — Boca Raton, Florida

Close-up with glasses and red lips, photographed on 4×5" film with a 45-minute exposure.

The view camera required carefully balanced composition on the ground glass—even more critical with such a challenging long exposure.

August 1985 - Sunset Strip, Hollywood, California - From "Plastic Girls" series.. Photo Roberto Bigano.

August 1985.
Suset Strip — Hollywood, United States

An elongated posture and stylized expression detach the mannequin from narrative context.
Reduced in scale, the figure reads as an object of study rather than a theatrical presence.

August 1985 - Beverly Hills, California - From "Plastic Girls" series. Photo Roberto Bigano.

August 1985 —Two Cowgilrs, Beverly Hills, United States

Two identical mannequins in cowboy costume, arms raised. Artificial femininity performing a national identity.

August 1985 - Sunset Strip, Hollywood, California - From "Plastic Girls" series. Photo Roberto Bigano.

August 1985
Hollywood, United States — Elegant shop on Sunset Strip.

The hyperreal modeling of the face and the restrained, naturalistic pose collapse the distance between mannequin and living figure. Rather than theatrical display, the figure conveys a quiet, inward presence, signaling the rise of psychological realism in mid-1980s American shop-window design.

August 1985 - J. Magnin Dept. Store, Beverly Hills, California - From "Plastic Girls" series. Photo Roberto Bigano.

August 1985
Beverly Hills, United States — J. Magnin Dept Store

Hyperreal facial modeling, refined posture, and controlled lighting elevate the mannequin beyond display into a near-portrait.
Luxury retail adopts the visual language of high fashion photography, collapsing the distance between artificial figure and idealized reality.

August 1988. Senter & Crunes Dept Store. Rockland, Maine. From "Plastic Girls" series. Photo Roberto Bigano.

August 1988 — Rockland, Maine, United States — Senter & Crunes Dept. Store.

The contrast between photographic portrait and mannequin construction foregrounds the tension between lived presence and manufactured realism.

August 1988. A Calvin Klein Window at Lord & Taylor. New York City. Photo Roberto Bigano.

August 1988 — New York City — Lord & Taylor.

The display aligns American fashion with institutional recognition, as Lord & Taylor applauds American design through the work of Calvin Klein, presenting fashion as cultural achievement rather than seasonal novelty.

August 1988. Altman's Dept. Store. New York City. From "Plastic Girls" series. Photo Roberto Bigano.

August 1988 —  Beverly Hills, California — Altman’s Dept. Store

The extended tonal range—from luminous silk highlights to dense, articulated blacks—supports precise chromatic balance and compositional clarity.
Technical fidelity becomes inseparable from the image’s aesthetic authority, reinforcing realism as a constructed visual language.

0419-13 Trendy dummies, West Berlin 1980, Germany, February 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com

Plastic Girls — Glamour, Aggression, and Display (1980–1997)

A shared escalation toward excess, beyond style, geography, or chronology.

This chapter documents the moment when artificial femininity becomes overtly cosmetic, sexualized, and confrontational. .

Copyright, Links And Credits

Photography, Copyright & Credits

All photographs © Ikonographia / Roberto Bigano — All Rights Reserved.
These images are part of the Ikonographia Visual Archives: — Plastic Girls: 50 Years of Artificial Beauty —  Plastic Girls / Mannequins Archive (1978–2026).

Terms of Use (Summary)

The images presented in this archive are copyrighted and available for licensed use only through Ikonographia Visual Archives.

You may not download, reproduce, publish, or distribute these images without a valid license. For commercial or editorial licensing, please refer to the product pages or contact Ikonographia directly. A full explanation of licensing terms is available in the Shop / Licensing Information section under "Ikonographia — Standard License" and "Ikonographia — Merchandising & Product Use Licenses"

Ikonographia Mission Statement

Ikonographia is committed to the accurate documentation, preservation, and ethical dissemination of twentieth-century visual culture.

Archival Notes — Plastic Girls: 50 Years of Artificial Beauty

This archive began in 1978 as a street photography project and is still ongoing.
All images were taken from public streets through shop-window glass without special access, permissions, or staging.

The archive's coherence was recognized retrospectively—only years later, during high-resolution digitization, did isolated images reveal themselves as a continuous visual record spanning nearly fifty years. The project documents mannequins as cultural artifacts: their evolving materials, poses, facial treatments, and display contexts across changing urban and commercial landscapes.

All images follow Ikonographia's internal archival standards for resolution, color accuracy, and metadata structure to ensure long-term consistency across the collection.

Further Reading — Selected Sources

  • Plastic Girls (1978-2011), by Roberto Bigano — A photographic monograph collecting earlier phases of this archive, published as a limited edition on Blurb.
US Bald Eagle Emblem in 1930s Art Deco Architecture

US Bald Eagle Emblem in 1930s Art Deco Architecture

Photography

Apr 19, 2021

Art Deco Bald Eagle - U.S. Courthouse, El Paso, Texas 1922 - Carol M. Highsmith

1936 U.S. Courthouse Eagle Detail, El Paso, Texas. Neoclassical, Art Deco designed by architect McGhee Fraser Lippencott. BUY A FINE ART PRINT

The US Emblem in the Art Deco architecture. By Carol M. Highsmith


Here an impressive selection of clean and essential pictures on the U.S. Symbol in US Courthouses and public buildings built from 1929 to 1939. All pictures, by Carol M. Highsmith are taken with a large-format view camera and the most recent with the finest professional digital equipment.

Art Deco Bald Eagle - Art Deco Bald Eagle - U.S. Courthouse, El Paso, Texas 1922 - Carol M. Highsmith

1931. Eagle detail on the Colorado Building, Washington, D.C. Designed by architect Ralph S. Townsend.

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Interior grill detail, James T. Foley U.S. Post Office and Court

1932. James T. Foley U.S. Post Office and Courthouse, Albany, New York. Interior grill detail.

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Interior grill detail, James T. Foley U.S. Post Office and Court

1932. James T. Foley U.S. Post Office and Courthouse, Albany, New York. Interior eagle detail.

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Art Deco US Bald Eagle. 1931 interior inlays in wood lobby detail. James T. Foley U.S. Post Office and Courthouse, Albany, New York Photo by Carol M. Highsmith1

1932. James T. Foley U.S. Post Office and Courthouse, Albany, New York. Interior lobby detail. Wood inlay eagle seal.

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A legacy of the New Deal’s policies and WPA.


During the ‘1930s and 1940’ the public works and employment programs instituted by the Roosevelt administration, part of the government’s response to the Great Depression, created thousands of new buildings, and public artworks across the country. Source

The program was expanded with the creation of WPA, the Works Progress Administration. It was an American New Deal agency, employing millions of job-seekers (mostly unskilled men) to carry out public works projects, including the construction of public buildings and roads. It was established on May 6, 1935, by presidential order, as a key part of the Second New Deal. Source.

The legacy of these programs is invaluable.

Art Deco Bald Eagle 1932 Clarkson S. Fisher Federal Building & U.S. Courthouse, Trenton, NJ - Carol M. Highsmith

1932. Exterior detail: eagle on stone. Clarkson S. Fisher Federal Building & U.S. Courthouse, Trenton, New Jersey.

The building is significant as a large WPA project. The exterior is a well-executed design with a "Stripped Neo-Classical" form featuring both Classical and Art Deco terra cotta detailing and fine grillwork. The interior of the building includes fine marble, brass, copper, and tile finishes, "New Deal Art" murals by Charles Wells, and impressive, almost completely intact courtrooms, public corridors, and judges’ chambers. More

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Exterior details, Clarkson S. Fisher Federal Building & U.S. Cou

1932. Exterior detail: eagle on iron. Clarkson S. Fisher Federal Building & U.S. Courthouse, Trenton, New Jersey.

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Exterior details, Clarkson S. Fisher Federal Building & U.S. Cou

1932
Clarkson S. Fisher Federal Building & U.S. Courthouse, Trenton, New Jersey.
Exterior detail.

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The Kennedy-Warren apartment building, 3133 Connecticut Ave., NW, Washington, D.C. 1931

1931
The Kennedy-Warren apartment building.
Washington, D.C.
Architect: Joseph Younger.

The Kennedy-Warren, also known as the "Old Lady", was constructed from 1929 to 1931, and is considered the largest and best example of an Art Deco building in Washington.

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John W. McCormack U.S. Post Office and Courthouse, Boston, Massa

1933. The John W. McCormack Post Office and U.S. Courthouse. Boston, Massachusetts. Architect: Ralph Adams Cram.

A superb example of monumental Art Deco civic architecture, the John W. McCormack U.S. Post Office and Courthouse presents intriguing exceptions to typical narratives of 1930s federal architecture. The use of Art Deco on large-scale federal buildings of that decade is rare. Originally named the U.S. Post Office, Courthouse, and Federal Building, it was designed by an architect famous for Gothic Revival ecclesiastical work. More

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The Sidney M. Aronovitz U.S. Courthouse, Post Office and Custom

1933. The Sidney M. Aronovitz U.S. Courthouse, Post Office, and Customs House. Key West, Florida. Supervising Architect: James Alfonso Wetmore.

The passage of the Public Buildings Act of 1926 precipitated a period of building construction that was unprecedented in the United States. The Act specified that the office of the Supervising Architect of the Department of the Treasury would be responsible for the design and construction of all public buildings. The Key West Federal Building was constructed during this period, in 1930-1932.
The building is a two-story limestone-clad building. It is constructed of Key Largo limestone quarried at the Windley key quarry, a site now owned by the state of Florida. It is a Deco interpretation of a classical style. Source

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The Sidney M. Aronovitz U.S. Courthouse, Post Office and Custom
1934 Interior grill with eagle. Art Deco style Federal Building

1933 Monroe Post Office and US Courthouse. Monroe, Louisiana. Interior art grill. Architect: James Alonso Wetmore. Image source. The courthouse is a four-story building comprised of over 45,000 square feet and was built in 1933 by the Works Progress Administration, a U.S. government workforce consisting of citizens that were out of work. These men used A-model vehicles to hoist sandstone, brick, and mortar to construct this structure. The original inside walls were made of plaster, most of which has been replaced by gypsum wallboard. Source

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1936 Courtroom eagle at U.S. Court House, Austin, Texas

1936. Courtroom eagle at U.S. Court House, Austin, Texas, Austin. Architects Charles H. Page /  Kenneth Franzheim

An excellent example of Depression-era Moderne architecture. This style is revealed in its central massing, the rectangular form, the vertical flow of the window bays, the decorative metal grilles, and the geometric details. The exterior is also defined by reed-like pilasters, which enhance the vertical flow of the building while reflecting an element of restrained Neo-Classical influence.

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Exterior medallion, Robert N.C. Nix Federal Building, Philadelph

1937. Exterior Medallion. Robert N.C. Nix Federal Building. Philadelphia, Pennsylvania. Architect: Harry Sternfeld.

A representative example of a relatively large, federally-funded, Depression-era project. Built under the auspices of the Public Works Administration (PWA), the building displays the stylistic approach of much late-1930s PWA architecture. A product of the locally prominent architect Harry Sternfeld (1888-1976) in association with the Ballinger Company (fl. 1920-present), it is one of a small number of high-quality Art Deco buildings constructed in Philadelphia. More

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Exterior medallion, Robert N.C. Nix Federal Building, Philadelph

1937. Exterior Medallion. Robert N.C. Nix Federal Building. Philadelphia, Pennsylvania. Architect: Harry Sternfeld.

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1937 Courtroom detail Robert Nix Federal Building Philadelphia P

1937. Courtroom interior wooden detail. Robert N.C. Nix Federal Building. Philadelphia, Pennsylvania. Architect: Harry Sternfeld.

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Eagle at Federal Building and U.S. Court House, Peoria, Illinois

1938. Eagle at Federal Building and U.S. Court House, Peoria, Illinois. Architect Howard Lovewell Cheney.

This building was designed in the streamlined Art Moderne style, which was very popular in the late 1920s and the 1930s. This style emphasized the massing of simple geometric forms, as well as the use of repetitive window openings (typically grouped in multi-story, recessed vertical bands); contrasting light and dark building components; bas-relief wall ornamentation; and highly stylized (often geometric) forms for decorative design elements such as exterior lamps, handrails, and stone sculptures. More

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Eagle at Federal Building and U.S. Court House, Peoria, Illinois

1939-1944
Appraisers building.
San Francisco, California
Front exterior eagle detail.
Architect: Gilbert Stanley Underwood.

The United States Immigration Station and Appraisers Stores, San Francisco (now commonly called the Appraisers Building)  housed immigration and customs agencies of the Federal government since its completion in 1944. The building embodies distinctive architectural characteristics spanning two significant periods in American architecture, the Depression and World War II.

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Bald-Eagle-about-to-launch-Kachemak-Bay-Alaska

A Bald Eagle about to launch. Kachemak Bay, Alaska. Photo by Andy Morffew.

Theodore Roosevelt, Benjamin Franklin, and the Bald Eagle.


Seal of the President of the United States

Today the Bald Eagle is an immovable symbol, the pride of any U.S. citizen, and no one would ever dare criticize or replacing it. It hasn't always been like this.

Benjamin Franklin, for instance, called the Bald Eagle "A Bird of Bad Moral Character. "You may have seen him perched on some dead Tree near the River, where, too lazy to fish for himself, he watches the Labour of the Fishing Hawk. When that diligent bird has at length taken a fish, the Bald Eagle pursues him and takes it from him."

President Teddy Roosevelt once said that he did not understand why the Bald Eagle was chosen as US national symbol. He said that it should have been the Grizzly Bear. About the Bald Eagle, he said "It is nothing more than a glorified vulture!"
It even seems he ordered to replace the eagle with the grizzly, but overwhelmed by a sea of protests, he gave up.

Copyright, links and credits


All the images in this post are taken by Carol M.Highsmith, who donated her life's work of more than 100,000 images, royalty-free, to the Library of Congress, which established a rare, one-person archive.
If you use her pictures, we do recommend credit.


Carol Highsmith's America. Highly recommended.
Carol Highsmith Archive at the Library of Congress
Wikipedia Page

The Bugatti Dream Factory — La Fabbrica Blu, Campogalliano, 1990–1995

The Bugatti Dream Factory — La Fabbrica Blu, Campogalliano, 1990–1995

The Bugatti Dream Factory — La Fabbrica Blu, Campogalliano, 1990–1995

Dreamed by Romano Artioli for decades. Designed by Gianpaolo Benedini in a few months. Documented  by Roberto Bigano.

A photographic exploration of the legendary Blue Factory at Campogalliano — an avant-garde industrial complex designed for creativity, comfort, and technical excellence. Natural light, architectural elegance, and uncompromising craftsmanship reveal the humanistic vision behind Bugatti's rebirth — documented as it happened.

The Bugatti “Blue Factory”, “La Fabbric Blu” at Campogal

Before the first car was assembled, Bugatti Automobili had to invent a place capable of sustaining an unprecedented ambition: not merely a factory, but an environment designed to foster precision, creativity, and human intelligence at the highest level.

Conceived and built in Campogalliano during the early 1990s, the Fabbrica Blu was unlike any contemporary automotive plant. It rejected the logic of industrial alienation in favor of natural light, controlled acoustics, advanced air quality, and spatial clarity. Architecture was not treated as a neutral container, but as an active component of production itself.

Cleaning the “Prove Motori” Building at Bugatti Automobili.

The “Prove Motori” Development Building

This image reflects the almost obsessive attention to cleanliness and order that Romano Artioli required throughout the factory.

The monumental Bugatti emblem and the large white ventilation pipes—visible from miles away—symbolized the factory’s heart and soul, embodying shared ambition and pride in building something unprecedented.

The Blue Factory — Conceived by Romano Artioli

The Bugatti factory was one of the most advanced of the time. Romano Artioli himself explains why.

"To make innovative cars, I thought it was essential to motivate workers. I always had in mind the factories I visited during my life: places of alienation and suffering. What we needed instead was an environment immersed in nature, which stimulates creativity.
Therefore, the plant was designed to give technicians maximum comfort and the freedom to express their talent in the best possible way.

All the buildings had natural lighting. The measurement equipment was the most advanced. The air in the rooms was pollutants-free. The circular building where the designers worked on the upper floor was a jewel of avant-garde architecture, all in glass. The acoustic was also ideal for allowing designers to work without disturbance. There was a circular hall with a rotating platform on which cars were displayed on the ground floor. Last but not least, the plant was properly air-conditioned as the Modena climate varies from hot, humid summers to intense winter cold".

From "Bugatti & Lotus Thriller.

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Ikonographia celebra il mito di Bugatti Automobili con una serie di post, usando le splendide immagini di Roberto Bigano, fotografo di Bugatti nei primi anni novanta. Attraverso il racconto del suo rapporto con l’azienda, sarete in grado di immergervi completamente nell’atmosfera assolutamente unica che si era creata in quegli anni.

Roberto Bigano, fotografo di Bugatti Automobili vi racconta tutta la storia.


Tutto cominciò con una telefonata di un amico copywriter che avevo conosciuto sotto naja: Beppe Maghenzani. Beppe era stato coinvolto in un progetto estremamente ambizioso: rilanciare il marchio Bugatti. Il lavoro prevedeva una serie di iniziative tra le quali la realizzazione di volumi che degnamente illustrassero la storia del mito Bugatti.

Si pensò prima di tutto ad un servizio fotografico dal tema “Lo spirito Bugatti oggi in Alsazia”, un’indagine nei luoghi natali del mito, insomma, che ne fosse non solo storica rievocazione ma anche, come diceva il titolo, evocazione “spirituale”. Per questo complesso lavoro, a mezza via tra lo scavo archeologico e la seduta medianica, l’amico Beppe pensò a me come alla persona più adatta.

The Bugatti Head-Quarter and Factory at Campogalliano, designed by Architect Gianpaolo Benedini. Photo Roberto Bigano. Buy this image in the ikonographia.com store.

Bugatti Automobili  — General View

Winter view of the Bugatti Head-Quarter and Factory at Campogalliano

Roberto Bigano, Bugatti's photographer, tells all the story

Through his story you can dive into the incredible mood created in those years.

Through his story you can dive into the incredible mood created in those years.

Everything started with a phone call from a copywriter friend, Beppe Maghenzani. Beppe was part of an overly ambitious project: to revitalize the Bugatti brand. Part of the project comprehended, creating a book that would illustrate the story of the Bugatti legend.

The initial thought was to have a photoshoot-themed “The Bugatti spirit today in Alsace,” a study of the legend’s birthplace. It is supposed to be a historical commemoration and, as the title said, but a spiritual evocation. For this intricate work, halfway between the archeological excavation and the mediumistic session, my friend Beppe thought of me as the best person for the job.

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La Fabbrica Blu.


La fabbrica Bugatti di Campogalliano era tra le più avanzate dell’epoca.
Romano Artioli in persona ci spiega il perché.
Per realizzare auto innovative, ritenevo indispensabile motivare coloro che ci avrebbero lavorato. Avevo sempre presente gli stabilimenti visitati nel corso della mia vita: luoghi di alienazione e sofferenza. Quello che serviva invece era un ambiente immerso nella natura, che stimolasse la creatività. Tutto lo stabilimento fu quindi progettato innanzitutto per dare ai tecnici il massimo comfort e la possibilità di esprimere al meglio il loro talento.

Tutti gli edifici godevano di illuminazione naturale. Le apparecchiature di misura erano le più avanzate tecnicamente, costruite espressamente per noi dagli specialisti delle attrezzature per prestazioni estreme Schenk. L’aria delle sale prova era totalmente priva d’inquinanti, pura come quella delle Dolomiti, per effettuare le analisi delle emissioni per le omologazioni.
La palazzina circolare, ai cui piani superiori lavoravano i progettisti, era un gioiello di architettura d’avanguardia, tutta in vetro. Le sue colonne portanti fungevano anche da canali per la circolazione dell’aria condizionata. Era dotata di pavimenti galleggianti per collegare in ogni punto i computer e le attrezzature speciali.

Anche l’acustica risultò ideale per permettere ai progettisti di lavorare senza disturbi di sorta. Al piano terra, leggermente interrato, era presente un salone circolare con al centro una pedana rotante a filo pavimento per esporre le auto. Indispensabile era che gli ambienti fossero ben condizionati, perché il clima modenese varia dal caldo soffocante dell’estate al freddo intenso dell’inverno, con un’umidità costante.
Dal libro di Romano Artioli: “Bugatti & Lotus Thriller.”

The ancient portal of Chateau St Jean The former Headquarter of Bugatti Automobiles. Photo Roberto Bigano. Buy this image in the ikonographia.com store.

Molsheim, Alsace, France. Chateau St. Jean, the former Bugatti. headquarters.

Chateau St. Jean a Molsheim in Alsazia, sede della Bugatti, a quel tempo in rovina, ma comunque affascinante.

How I met Romano Artioli.

I returned home with the fruits of my mission in Alsace. The appointment with the client was in Ora, near Bolzano. I was met by Romano Artioli’s wife, Renata Kettmeir. “Nice work,” she commented after the first few images. “And since you’re doing such a good job, please feel free to go to Campogalliano to finish it.”

At the new Bugatti premises, I was immediately received by Romano Artioli. I was literally speechless when Mr. Artioli began discussing work. “Fine, Mr. Bigano, you are to document the history of new Bugatti, its cars, and the company. You are to illustrate the birth of the legend through every stage in the journey.
I want it all: successes and failures, moments of euphoria and suffering, designing, mechanics’ sweat, the wind gallery – in short, everything right up to the presentation of the new EB110 to be released next year in Paris, and the following Gran Gala evening at Versailles.”

“But Mr. Artioli,” I replied, embarrassed and shocked. How can you be sure I’m capable of coping with it if you don’t know me and you’ve never seen a photo of mine?” “Listen,” he answered. “I’ve never yet found a photographer to please my wife. If you’ve made a good impression on her, then you must be excellent.”

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l mio incontro con Romano Artioli.

Tornai quindi alla base con il risultato della mia missione in Alsazia. L’appuntamento con il cliente era ad Ora in provincia di Bolzano. Fui ricevuto dalla moglie di Romano Artioli, Renata Kettmeir, cui piacque il lavoro. “Visto che lavora così bene vada pure a Campogalliano, così potrà completare il servizio”.

Alla sede della nuova Bugatti fui ricevuto subito da Romano Artioli. Rimasi letteralmente senza fiato quando Artioli iniziò a parlarmi di lavoro senza chiedermi di vedere una sola foto. “Bene Signor Bigano,” furono le parole con le quali esordì “lei deve documentarmi la storia della Bugatti, delle automobili, dell’azienda, deve testimoniare la nascita del mito attraverso ogni sua tappa. Voglio tutto, i successi ma anche gli insuccessi, i momenti di euforia come i periodi di sofferenza, i trionfi alle gare come gli errori, la progettazione, il sudore dei meccanici, la galleria del vento, tutto insomma fino al giorno della presentazione della nuova EB110 che faremo l’anno prossimo a Parigi, oltre al Gran Galà nella reggia di Versailles”.

“Ma Signor Artioli” gli risposi imbarazzato ed esterrefatto “Come può essere sicuro che io sia in grado di portare a termine un lavoro così complesso se non mi conosce nemmeno e non ha visto una sola mia fotografia?” “Guardi” mi rispose Romano Artioli. "Non ho mai trovato un fotografo che andasse bene a mia moglie. Se piace a lei, dev’essere bravissimo”. Ve lo giuro, mi disse proprio così.

The main entrance of Bugatti Automobili at Campogalliano with the circular building. Photo Roberto Bigano. Buy this image in the ikonographia.com store.

Main Entrance to Bugatti Automobili, Campogalliano

The entrance to the Campogalliano industrial complex, conceived by architect Gianpaolo Benedini for Bugatti Automobili.
The circular glass building—visible beyond the perimeter wall—embodied an avant-garde approach to industrial architecture, uniting corporate identity, transparency, and spatial rigor in a single, unmistakable form.

Working for Bugatti Automobili

That’s what he said, and that’s how the great adventure started – and I worked for Bugatti almost full-time for a whole year. It was a thrilling experience, an incredible situation.
The company was a true gem, and I was treated like a prince; I felt like Benvenuto Cellini at the Medici court. Wherever I went and whatever I needed, I was supported in everything and for everything by a legion of assistants.

Mr. Artioli liked my work and introduced me to a thousand potential clients. "He is an artist, the best"; "his photos have a soul." At the same time, he nicknamed me "Dolce Vita," meaning I wasn't working hard enough.

Working with Romano Artioli was stimulating because he was able to get the most out of me. Sometimes he even went so far as to give me suggestions. The post's featured photo of the "cleaning works at Campogalliano" was his idea.

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l mio incontro con Romano Artioli.

Tornai quindi alla base con il risultato della mia missione in Alsazia. L’appuntamento con il cliente era ad Ora in provincia di Bolzano. Fui ricevuto dalla moglie di Romano Artioli, Renata Kettmeir, cui piacque il lavoro. “Visto che lavora così bene vada pure a Campogalliano, così potrà completare il servizio”.

Alla sede della nuova Bugatti fui ricevuto subito da Romano Artioli. Rimasi letteralmente senza fiato quando Artioli iniziò a parlarmi di lavoro senza chiedermi di vedere una sola foto. “Bene Signor Bigano,” furono le parole con le quali esordì “lei deve documentarmi la storia della Bugatti, delle automobili, dell’azienda, deve testimoniare la nascita del mito attraverso ogni sua tappa. Voglio tutto, i successi ma anche gli insuccessi, i momenti di euforia come i periodi di sofferenza, i trionfi alle gare come gli errori, la progettazione, il sudore dei meccanici, la galleria del vento, tutto insomma fino al giorno della presentazione della nuova EB110 che faremo l’anno prossimo a Parigi, oltre al Gran Galà nella reggia di Versailles”.

“Ma Signor Artioli” gli risposi imbarazzato ed esterrefatto “Come può essere sicuro che io sia in grado di portare a termine un lavoro così complesso se non mi conosce nemmeno e non ha visto una sola mia fotografia?” “Guardi” mi rispose Romano Artioli. "Non ho mai trovato un fotografo che andasse bene a mia moglie. Se piace a lei, dev’essere bravissimo”. Ve lo giuro, mi disse proprio così.

The Bugatti “Blue Factory”, “La Fabbric Blu” at Campogal

The Blue Factory — La Fabbrica Blu

Designed by architect Gianpaolo Benedini, the Campogalliano complex is built around three distinct architectural modules, conceived as a single functional and aesthetic system.

Benedini himself describes the design process that shaped one of the most radical industrial architectures of the period.

Gianpaolo Benedini introduces the Bugatti Production Facility Complex

The industrial complex of Campogalliano was designed by the architect Gianpaolo Benedini with avant-garde criteria. It comprises three main modules, aesthetically different, creating a whole with an absolute functional and aesthetic value. Mr. Benedini himself tells us how he got there.

In the mid-spring of 1989, I got a call from Romano Artioli. He had bought a potato field in Campogalliano to build the Bugatti headquarters. I had earned his trust by converting a former factory into the Subaru Italia headquarters in record time.
Mr. Artioli put me in contact with the engineer Stanzani, the technical director, and Pedrazzi, Bevini, Benedetti, the specialized operators. Together we began to tackle the problems related to timing, different functions, and relative dimensions.

In those days, people were still designing on tracing paper with the drafting machine, and —believe me—, it was faster than today, and short times were foreseen.
Given the operational complexity, I decided to think with three different main functional typologies, the offices, the production, and the test rooms building. Once I prepared some sketches to identify each building's positions considering any future developments, I began the executive design.

I decided to proceed in parallel with the different buildings, using prefabricated parts. In this way, times were reduced and optimized. So it happened that, while the foundations were being carried out on-site, the slabs and facades of the office building were created elsewhere, with an organized path that everyone respected.

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L'architetto Gianpaolo Benedini introduce il complesso industriale di Campogalliano.

Progettato con criteri di avanguardia, lo stabilimento è composto di tre moduli principali, diversi tra loro che creano un insieme dal valore funzionale ed estetico assoluto. Gianpaolo Benedini in persona ci racconta tutta la storia.

Nella primavera del 1989, Romano Artioli mi telefonò dicendomi che aveva comprato un campo di patate a Campogalliano per costruire la sede della Bugatti. Mi ero guadagnato la sua fiducia riconvertendo a tempi record una ex fabbrica, nella sede della Subaru Italia.
Mi raccontò quale era il suo obbiettivo e mi mise in contatto con l’ing. Stanzani che aveva in quel momento la direzione tecnica e con Pedrazzi, Bevini, Benedetti, gli operativi tecnici che avevano la responsabilità di mettere in pratica il sogno di Romano. Con loro cominciai ad affrontare i problemi legati alle tempistiche, alle diverse funzioni e relative dimensioni.

Il lavoro era estremamente complesso, ed i tempi ristretti. A quei tempi si progettava ancora su carta da lucido con il tecnigrafo e devo dire che fu un vantaggio perché era un modo di lavorare snello e veloce.
Vista la complessità operativa, decisi di ragionare su tre diverse principali tipologie funzionali, uffici, produzione ed il corpo destinato ad accogliere le sale prova. Predisposti alcuni schizzi per identificare le posizioni di ogni fabbricato, considerando eventuali futuri sviluppi, cominciai la progettazione esecutiva.

Considerando la necessità di completare lo stabilimento per fasi, ma in tempi brevissimi, decisi che era necessario procedere con la costruzione in cantiere e, parallelamente in stabilimenti vari, per le parti prefabbricate. In tal modo furono ridotti e ottimizzati i tempi. Mentre si eseguivano le fondazioni in opera, solai e facciate del fabbricato uffici venivano realizzati con un percorso organizzato che tutti rispettarono. Devo dire che tutte le imprese coinvolte di qualsiasi dimensione e posizione geografica furono contagiate dalla febbre Bugatti.

I progetti furono realizzati in sinergia con l’ing. Magistrelli (che ebbe la responsabilità delle strutture e degli impianti) ritrovato dopo alcuni anni di frequentazione comune al liceo. Tutta la parte edile fu realizzata dall'impresa mantovana Martinotti.

Gianpaolo Benedini in the the rotating platform

Architect Gianpaolo Benedini

Architect Gianpaolo Benedini portrayed on the rotating platform of the circular hall at Bugatti Automobili, a multifunctional space used for car displays, meetings, and photography within the avant-garde glass building.

L'architetto Gianpaolo Benedini nel centro della piattaforma rotante nel salone circolare da lui progettato.

The Circular Building

The circular building, where the designers worked on the upper floors, was a jewel of avant-garde architecture, all in glass. Its supporting columns also served as funnels for the air conditioning circulation system. It was equipped with floating floors so that computers and special equipment could be connected at every point. The acoustics were also ideal for allowing designers to work without disturbance.

On the ground floor, which was slightly underground, there was a circular hall that had a rotating platform in the middle flush with the floor on which cars were displayed and which was also used for meetings and photography sessions. It was essential that the rooms be well air conditioned as the Modena climate varies from suffocating summer heat to intense winter cold, with constant humidity.

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L'edificio circolare.

La palazzina circolare, ai cui piani superiori lavoravano i progettisti, era un gioiello di architettura all’avanguardia, tutta in vetro. Le sue colonne portanti fungevano anche da canali per la circolazione dell’aria condizionata. Era dotata di pavimenti galleggianti per collegare in ogni punto i computer e le attrezzature speciali.
Anche l’acustica risultò ideale per permettere ai progettisti di lavorare senza disturbi di sorta.

Al piano terra, leggermente interrato, era presente un salone circolare che al centro aveva una pedana rotante a filo pavimento sulla quale venivano esposte le auto, utilizzato anche per le riunioni.

Bugatti Automobili. The luminous engineers’ hall, on the first floor of the building,

Engineers' Hall

The bright, futuristic engineers' hall occupied the fully glazed upper level of the circular building. Designed with softened radii and continuous glass, the space dissolved boundaries between structure, light, and work.

Every desk flooded with natural light. Controlled acoustics and climate regulation created an environment where concentration and collaboration coexisted—embodying Romano Artioli's belief that innovation flourishes in spaces designed for people as carefully as for machines.

The Main Building housing the hall and the offices

This fully glazed cubic building houses the large luxury hall carpeted with Carrara marble and laid with mosaics and the offices. It is connected with the circular building equipped with floating floors to connect computers and special equipment at every point. Again Mr. Benedini tells.

On September 15, 1990, the facility was inaugurated with a ceremony that sealed the twinning with Molsheim. The amazement of the guests was not only for the beautiful girls who welcomed them at the reception but also for grasping a different way of considering the workplace and workers.
Visitors were also stunned by the luminosity and functionality of the buildings

Leggi in italiano

L’edificio principale per hall ed uffici.

Il luminoso edificio cubico ospitava l’ampia e lussuosa hall, con pavimenti in marmo di Carrara e decorazioni in mosaico. Era connesso con l’edificio circolare, ed i pavimenti galleggianti permettevano di connettere facilmente computer ed apparecchiature speciali. Ancora una testimonianza di Gianpaolo Benedini.

Quando il 15 settembre del 1990, lo stabilimento fu inaugurato con una cerimonia che sigillava il gemellaggio con Molsheim, lo stupore degli invitati non fu solo per le bellissime ragazze alla reception ma anche nel cogliere un modo diverso di considerare il posto di lavoro che vedeva al centro l’uomo, secondo la volontà di Romano Artioli; con grande soddisfazione di noi tecnici che eravamo riusciti a concretizzarla. La luce, la chiara corrispondenza tra l’architettura e la funzionalità di ogni diversa tipologia di quanto era stato costruito, erano riuscite a trasmettere i valori effettivi che avevamo come obiettivo.

Bugatti Automobili main building night view. Photo Roberto Bigan

Bugatti Design Hall and Offices — Night View, Campogalliano

The illuminated interiors reveal an architecture conceived around openness, light, and the visibility of work—core principles of the Campogalliano project.

Bugatti Automobili. The large and bright luxury reception

Reception Hall at Bugatti Automobili — Carrara Marble Interior

This bright reception hall symbolized Bugatti Automobili’s renewed identity and the company’s ambition to redefine standards of quality and representation.

Bugatti Automobili. The large and bright luxury hall

The Bugatti Automobili Main Hall — Display and Reception Space

The reception hall at Bugatti Automobili combined refined luxury with warmth and restraint. Carrara marble, subtle gold detailing, and carefully balanced proportions reflected Gianpaolo Benedini’s unostentatious approach to elegance, creating a space that felt welcoming rather than intimidating.

Bugatti Automobili. The large and bright luxury hall

The Bugatti Automobili Main Hall — Light, Space, and Order

The reception hall at Bugatti Automobili combined refined luxury with warmth and restraint. Carrara marble, subtle gold detailing, and carefully balanced proportions reflected Gianpaolo Benedini’s unostentatious approach to elegance, creating a space that felt welcoming rather than intimidating.

An interior in the main Building at Bugatti Automobili

Elevator’s Hall with Ettore Bugatti Bronze Bust

The elevator’s hall featuring a bronze bust of Ettore Bugatti and leather-clad columns produced by Poltrona Frau, integrated into the refined interior design of the Campogalliano headquarters.

Bugatti Automobili. An exquisite detail of the doors of the offices on the ground floor.

Executive Office Doors, Architectural Detail

The exquisite detail of the doors of the offices on the ground floor. Design by Gian Paolo Benedini.

The "Prove Motori" Building

To follow the development of EB 110 (110 years since the birth of Ettore Bugatti), it was necessary to start with the building dedicated to development and tests on the engine.
Thus, it was the first building built with solid concrete with blue metallic skin like many racing Bugattis.

With the Bugatti emblem and the large white ventilation pipes, this impressive building symbolizes the factory's heart and soul. The immense Bugatti logo, visible from miles away, was a symbol of belonging and pride.

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Il reparto "Prove Motori".

Per procedere a pari passo con lo sviluppo dell’auto, che già si sapeva si sarebbe chiamata EB 110 (110 anni dalla nascita di Ettore Bugatti), si doveva cominciare dallo sviluppo e dai test sul motore. Per questa ragione il primo edificio da realizzare fu destinato ai banchi prova, un corpo di solido calcestruzzo con la pelle metallica blu, come molte Bugatti da competizione del passato.

Questo impressionante, originale edificio con l'emblema Bugatti  e i grandi camini angolari, rappresentavano lo spirito e l'anima dell'azienda. L'immenso marchio, visibile a chilometri di distanza era un simbolo di orgoglio ed appartenenza.

Bugatti Automobili. The “Prove Motori” development building.

The “Prove Motori” Development Building with Monumental Bugatti Emblem

Clad in blue metallic panels recalling Bugatti’s racing heritage, the engine development building became one of the factory’s strongest visual identities.

The monumental Bugatti emblem—visible from miles away—signaled belonging, shared ambition, and technical pride.

Bugatti Automobili. The “Prove Motori” development building.

"Prove Motori" Development and Production Buildings — Ventilation Pipes

This impressive building was built with solid concrete with blue metallic skin like many racing Bugattis.

Further on, the production building with the EB, Ettore Bugatti logo.

The Production Building

According to Mr. Artioli, to make innovative cars, it was essential to motivate the workers. "I always had in mind the factories I visited during my life: places of alienation and suffering". So the architect started from this brief.

Instead of long, dark factory warehouses, Benedini designed halls flooded by light. There were two twin buildings, one dedicated to production lines, the other to services, as recreational spaces and canteen. More than a canteen, it was a quality restaurant,  with no partition between workers, technicians, and managers, and even renowned guests, often including the Habsburg, expressly asked to eat there.

A clarification from Mr. Benedini.
All the projects were carried out in synergy with Engineer Magistrelli (responsible for the structures and systems), my former high school mate. The whole facility was built with the Mantuan company Martinotti.

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I reparti di Produzione.

Secondo Romano Artioli, per costruire macchine innovative era necessario motivare il personale. "Avevo sempre presente gli stabilimenti visitati nel corso della mia vita: luoghi di alienazione e sofferenza". L'architetto seguì il suo brief alla lettera.
Invece di capannoni poco luminosi e funzionali, Benedini disegnò due edifici gemelli, spaziosi ed inondati dalla luce. Il primo era dedicato alle linee di produzione, il secondo ai servizi, tra cui spazi collettivi multifunzionali e mensa.
Più che mensa era un ristorante di qualità, senza divisione tra operai, tecnici e dirigenti, ed anche ospiti blasonati, tra cui spesso figuravano gli Asburgo, chiedevano espressamente di poter mangiare lì.

Bugatti Automobili factory. The iconic modular structure with Ettore Bugatti’s EB logo and the large windows

The Production Building

The iconic modular structure bearing Ettore Bugatti’s EB logo.
Long, dark factory warehouses replaced by halls flooded with natural light.

Conceived as twin buildings—one dedicated to assembly lines, the other to services—the structure achieved architectural clarity under exceptional constraints: tight deadlines required the use of pre-existing modular systems, transformed here into a coherent and distinctive industrial form.

Bugatti Automobili. A view of the bright and tidy Production building with a Mandelli Machinery.

Production Line with Mandelli Precision Machinery 

One of the rational, highly controlled production lines at Bugatti Automobili, equipped with custom high-precision machinery by Mandelli, engineered to achieve tolerances of one-thousandth of a millimeter.

Bugatti Automobili. A view of the bright and tidy Production building.

Orderly Powertrain Machining Lines

Orderly, rational machining lines for Bugatti Automobili powertrains, built around custom high-precision systems by Mandelli, designed to achieve tolerances of one-thousandth of a millimeter.

1937_08 The EB110 Model in the Pininfarina Wind Gallery, side view. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

EB110 GT — The Making of a Dream Car at Bugatti Automobili

Behind the scenes of the EB110: people, process, and precision.

Once the factory was made, the car had to be built. Follow us in this second episode on Bugatti Automobili, a behind the scene journey in the various design phases that led to the new Gran Turismo’s birth. See all the men and women who built the EB110.

Copyright Links and Credits

Photography, Copyright & Credits

All photographs © Ikonographia / Roberto Bigano — All Rights Reserved. These images are part of the Ikonographia Visual Archives: Bugatti Automobili & EB110 Archive (1990–1995).

Roberto Bigano served as official photographer for Bugatti Automobili throughout the company's operational years in Campogalliano. This archive was produced from inside the project, with unrestricted access and no editorial constraints. The material is exclusive to Ikonographia and available nowhere else.

Credits & Acknowledgments

Ikonographia gratefully acknowledges the fundamental contribution of Romano Artioli, founder of Bugatti Automobili, and Gianpaolo Benedini, architect and designer of both the Fabbrica Blu and the EB110, without whose vision, trust, and collaboration this archive would not exist.

Excerpts from Romano Artioli's book "Bugatti & Lotus Thriller" are reproduced with the author's authorization.

Terms of Use (Summary)

The images presented in this archive are copyrighted and available for licensed use only through Ikonographia Visual Archives.

You may not download, reproduce, publish, or distribute these images without a valid license. For commercial or editorial licensing, please refer to the product pages or contact Ikonographia directly. A full explanation of licensing terms is available in the Shop / Licensing Information section under "Ikonographia — Standard License" and "Ikonographia — Merchandising & Product Use Licenses."

Ikonographia Mission Statement

Ikonographia is committed to the accurate documentation, preservation, and ethical dissemination of twentieth-century visual culture.

Archival Notes

These photographs were produced between 1990 and 1995 as part of Roberto Bigano's role as official photographer for Bugatti Automobili. The archive documents the factory, the production process, the design evolution, and the people behind one of the most ambitious automotive projects of the late twentieth century.

The story is told from inside: by the founder who initiated the enterprise, the architect-designer who shaped its form, and the photographer who followed the project throughout its development. All images follow Ikonographia's internal archival standards for resolution, color accuracy, and metadata structure to ensure long-term consistency across the collection.

Further Reading (Selected Sources)

Plastic Girls — The Age of Plastic Innocence, 1978–1980

Plastic Girls — The Age of Plastic Innocence, 1978–1980

Plastic Girls — The Age of Plastic Innocence, 1978–1980

Early Works – Shop-window mannequins before the rise of performative display.

Between 1977 and 1980, shop-window mannequins across Europe were defined by restraint. Controlled gestures, neutral composure, bodies designed to present clothing, not perform identity. Display had not yet become theatre.

This chapter marks the earliest phase of the Plastic Girls project, begun by Roberto Bigano in 1978 and still ongoing. These images are the beginning of a record that only revealed its full coherence decades later. They were not made as a project. They were made by instinct — the kind that precedes understanding by decades.

The very first EB110 model made in epowood as designed by Benedini, with the rear wheels covered reminding the Bugatti Atlantic.  Photo Roberto Bigano. Buy this image in the ikonographia.com store.

All photographs were taken from the street, through shop-window glass, without special access or permissions. Nothing is staged or arranged for the camera: the images record what is openly visible yet rarely observed with sustained attention.

Over time, this accumulation exposes patterns no single moment could reveal—recurring gestures, evolving materials, racial and anatomical codifications, and a gradual movement from abstraction to hyper-realism. The project seeks neither irony nor nostalgia, but sustained looking.

0175-17 Shop window in Rome on vintage theme, November 1978 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

November 1978 — Rome, Italy.

A shop-window ensemble staged around a grape-harvest motif, with mannequins arranged in a shallow theatrical space. The restrained gestures and lowered gazes temper the decorative theme, shifting emphasis from seasonal display toward a composed study of collective presence and controlled femininity.

Northern Europe — Restraint and Invention, 1978–1980

Where precision and invention defined the northern window.

Germany, Scandinavia, Finland. Cities where display was precise, considered, and untheatrical — each in its own way. The windows showed what the culture valued: in Germany, controlled composure and the studied use of accessories; in Scandinavia, a restraint that the northern light made its own.
Invention appeared where least expected — a headdress of flowers and feathers in a fabric store in Braunschweig, a retro figure horizontal in a vintage boutique in Stockholm's Gamla Stan.

0360-13 Mannequin in a shop window in Braunschweig, Germany, September 1979 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1979.
Braunschweig, West Germany — Delmod Department Store.

A figure of complete stillness, seated with precise composure, the clothing subordinate to the pose. No performance, no psychological charge. The delmod logo visible at the bottom grounds it in a specific commercial moment.

0359_35 Dummy at Strick dept. store, Braunschweig, Germany. September 1979 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1979.
Braunschweig, Germany — Strick Fabrics Store.

The figure’s elongated pose and sharply articulated headpiece introduce a heightened sense of stylization within an otherwise restrained stance. Here, realism and display coexist: naturalistic body proportions support an emerging language of visual impact driven by accessories and controlled exaggeration.

0370-29 Retro Mannequin, Stockholm, Sweden, September 1979 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1979 — Stockholm, Sweden

A retro mannequin displayed in an upscale vintage second-hand boutique in Gamla Stan (The Old city) where curated accessories and restrained presentation reflect a refined approach to reuse, distinct from mass-market thrift.

0364_15 Dummy in Copenhagen, Denmark, September 1979 | From "Plastic Girls" series. Nikon FM 50mm f 1.4 – Ilford HP5 Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

November 1978.
Copenhagen, Denmark

The mannequin stands frontally,the posture defined by balance and containment.
Soft facial modeling and elongated hands, held low and inactive, suppress theatricality, anticipating a late-1970s turn toward understated realism in Northern European shop-window design.

West Berlin — Avant-Garde and Contrast (1980)

Where experimental display confronted tradition in a divided city.

West Berlin's shop windows reflected the city's unique cultural position: an island of capitalist abundance surrounded by the Eastern Bloc. Avant-garde boutiques staged mannequins as sculptural provocations—angular poses, exaggerated silhouettes, and confrontational gestures—while traditional department stores maintained conservative elegance.

The contrast intensified when viewed against East Berlin's restrained, utilitarian displays visible across the Wall. These windows documented not just fashion, but competing visions of modernity separated by concrete and ideology.

0415-21 Stylish dummies at Streifen Dept. Store, Berlin, Germany, February 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com

February 1980.
KaDeWe Luxury Dept. Store — West Berlin, West Germany — Streisen Design

A window staged — constructed, theatrical, deliberate. Two figures in conical hats, somewhere between Pierrot and Constructivism, mirror poses, a fashion sketch behind them.

Nothing is for sale in the conventional sense. The window is not saying "buy this." It is saying "this is what we believe fashion is." This window was a small version of the city.

Berlin 1980.

West Berlin in February 1980 was electric. Avant-garde boutiques staged mannequins as sculptural provocations. Traditional department stores maintained conservative elegance.

A few kilometres away, across the Wall, East Berlin shop windows presented a different world: modest clothing, limited materials, the female figure defined by role, not desire.
Five days, hundreds of images — mannequins one thread among many in a city that demanded sustained attention. This is the edit: the moments when the shop window concentrated everything the city was saying about itself.

0417-14 Frauentag / Women’s Day East Berlin, DDR, February 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

February 1980 — Berlin, East Germany — Frauentag (Woman’s Day)

A shop-window staged for International Women's Day. Modest clothing, limited materials, restrained gesture.

The female figure defined by role — a symbolic recipient of flowers, not an active presence. East Berlin, February 1980.

0419-13 Trendy dummies, West Berlin 1980, Germany, February 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com

February 1980 — KaDeWe (Kaufhaus des Westens) — Berlin, West Germany — Streisen Design

Same city, same month, opposite side of the Wall. Four figures in military-inflected fashion, angular poses, the sketch on the back wall placing design and execution in the same frame.

The shop window as a studio for propositions about what clothing could mean.

0415-13 Mannequins in West Berlin, Germany, February 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

February 1980 — Berlin, West Germany

A conventional fashion display grounded in late-1970s aesthetics.

Naturalistic poses, familiar styling, and decorative restraint prioritize wearability and continuity over experimentation, presenting fashion as product rather than performance.

0419-05 Store window Berlin 1980, Germany, February 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

February 1980 — Berlin, West Germany

A shop-window tableau staged around intimacy and domestic fantasy rather than fashion display.

The mannequin’s reclining posture, lingerie-like styling, and surrounding household objects collapse the boundary between private interior and commercial spectacle, anticipating a late-twentieth-century shift toward lifestyle-driven retail narrative

0419_R The proof sheet of roll N.419 includes at least six interesting subjects. February 1980.

February 1980 - Berlin, West Germany

An exceptional contact sheet preserving a concentrated burst of visual discovery. Five frames from this single session—three included in this archive, two more equally compelling—capture West Berlin at a moment of extraordinary cultural intensity.

This density of compelling images reflects both the photographer's sustained attention and the city's exceptional vitality. Most contact sheets yield one or two keepers; this roll captured a moment when subject and circumstance aligned.

London — Elegance and Tradition (1980)

Refined display in the capital's iconic shopping districts.

London's Knightsbridge, Regent Street, and Oxford Street presented mannequins as bearers of restrained sophistication. Poised figures in carefully coordinated ensembles embodied British retail tradition—composure, quality, and understated aspiration.

Unlike the performative intensity emerging elsewhere, London windows maintained a language of elegance through stillness, where mannequins projected confidence without confrontation. These displays captured the final moment before globalized retail homogenized urban window culture.

0568-29 Blonde dummy, London Knightsbridge, UK September 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1980 — London, Knightsbridge — United Kingdom Oxford Street and Regent Street series

The hyper-detailed facial modeling and naturalistic stance collapse the distance between mannequin and living figure.

The pose signals an early movement toward simulated presence, where realism begins to replace display as the dominant visual language

0564-23 Blonde mannequin in Regent St, London, September 1980, 1980 Nikon FM 50/1.4. Film Kodak PlusX Pan Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1980 — Regent Street — London, United Kingdom

Geometric severity challenging traditional femininity. The platinum hair cut in sharp architectural angles, heavy eye makeup, and dark lipstick create a face of deliberate confrontation — not glamour but refusal. The demure outfit intensifies the provocation. Propriety worn as costume.

London in 1980 was absorbing New Wave and post-punk visual language. The direct gaze reads as challenge, not invitation.

0564-23 Blonde dummy in Regent St, London, UK September 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1980 — Regent Street — London, United Kingdom

Platinum hair in exaggerated volume, heavy kohl-lined eyes, and deep lipstick transform the mannequin into a figure of controlled drama.

The shell earring and crisp turtleneck ground the excess in wearable fashion. Glamour as performance — contained, precise, and deliberate.

0564-26 Mannequin in Regent St., London, UK September 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1980 — Regent Street — London, United Kingdom

Sculpted platinum hair in 1940s waves, downcast eyes, contemplative pose — film-star refinement in a 1980 shop window. The dark cardigan over white collar creates tonal restraint. The hand's placement introduces vulnerability beneath composed surfaces. Beauty presented as melancholic, not aspirational.

London — The Luxury Triangle and Soho

London in September 1980 meant three distinct worlds within walking distance of each other. Knightsbridge and the luxury triangle — Regent Street, Oxford Street, Brompton Road — maintained the restrained elegance of British retail tradition.

A few streets south, Soho was something else entirely: music, fashion, and nightlife converging in the same few blocks, the underground surfacing into shop windows.

Both were documented in the same day, on the same rolls of film. A student in London for one day — no second chance, no return visit. The contrast was the point — and the choice.

Shop window in Regent St, London, UK | September 1980

September 1980 — Soho, London, United Kingdom

Three figures in coordinated formation — voluminous curls, layered chains, draped ethnic-influenced garments. Collective glamour over individual pieces. The group is the statement.

0564-33 Mannequins, Soho, London, UK September 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1980 — Soho, London, Unite Kingdom

Two mannequins in close proximity, mirrored gazes, stylized accessories. Attitude foregrounded over garment.

The display is about presence, not clothing.

0564-34 Mannequin, London, UK September 1980 | From "Plastic Girls" series Nikon FM 50/1.4. Film Kodak PlusX Pan Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1980 — Regent Street — London, United Kingdom

Classical Hollywood elegance rendered in stillness and introspection. The sculpted platinum hair styled in 1940s waves, downcast eyes, and contemplative pose evoke film-star refinement rather than contemporary fashion energy. 

London retail maintaining connection to mid-century glamour traditions—not theatrical performance or punk defiance, but timeless feminine introspection. The mannequin presents beauty as melancholic rather than aspirational, offering an alternative visual language within the same commercial landscape.

0568-27 Elegant mannequin with greyhound, London Knightsbridge, UK September 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com store.

September 1980.
London, United Kingdom — Knightsbridge.

An elegant shop-window composition pairing a poised mannequin with a greyhound, projecting refinement through restraint rather than display.

The controlled posture, tailored styling, and classical animal form evoke Knightsbridge’s association with discretion and status, translating luxury into a language of composure and quiet confidence.

0566-33 The Bionic Woman, London, UK September 1980 | From "Plastic Girls" series. Photo by Roberto Bigano. Buy this image in the ikonographia.com sto

September 1980.
London, United Kingdom.

Not a mannequin — a doll. The Bionic Woman, £5.74, photographed through shop-window glass like everything else in this archive. The face is indistinguishable from the mannequins beside it. That is the point.

August 1984 - Beverly Hills, California - From "Plastic Girls" series. A forty-year project by the Italian photographer Roberto Bigano documenting mannequins.

American Mannequins — Journey into Hyperreality (1982–1988)

Artificial bodies and performative realism in American retail display.

Between 1982 and 1988, American shop windows increasingly adopted mannequins modeled for presence rather than display. Lifelike faces, controlled gestures, and carefully staged interiors transformed retail figures into instruments of visual persuasion, occupying a space where realism no longer represented reality but actively produced it.

Copyright, Links And Credits

Photography, Copyright & Credits

All photographs © Ikonographia / Roberto Bigano — All Rights Reserved.
These images are part of the Ikonographia Visual Archives: — Plastic Girls: 50 Years of Artificial Beauty —  Plastic Girls / Mannequins Archive (1978–2026).

Terms of Use (Summary)

The images presented in this archive are copyrighted and available for licensed use only through Ikonographia Visual Archives.

You may not download, reproduce, publish, or distribute these images without a valid license. For commercial or editorial licensing, please refer to the product pages or contact Ikonographia directly. A full explanation of licensing terms is available in the Shop / Licensing Information section under "Ikonographia — Standard License" and "Ikonographia — Merchandising & Product Use Licenses"

Ikonographia Mission Statement

Ikonographia is committed to the accurate documentation, preservation, and ethical dissemination of twentieth-century visual culture.

Archival Notes — Plastic Girls: 50 Years of Artificial Beauty

This archive began in 1978 as a street photography project and is still ongoing.
All images were taken from public streets through shop-window glass without special access, permissions, or staging.

The archive's coherence was recognized retrospectively—only years later, during high-resolution digitization, did isolated images reveal themselves as a continuous visual record spanning nearly fifty years. The project documents mannequins as cultural artifacts: their evolving materials, poses, facial treatments, and display contexts across changing urban and commercial landscapes.

All images follow Ikonographia's internal archival standards for resolution, color accuracy, and metadata structure to ensure long-term consistency across the collection.

Further Reading — Selected Sources

  • Plastic Girls (1978-2011), by Roberto Bigano — A photographic monograph collecting earlier phases of this archive, published as a limited edition on Blurb.

Browse Plastic Girls Book


Ikonographia is proud to publish "Plastic Girls," an impressive forty years-long work by the Italian photographer Roberto Bigano 

See my published books
Bread-making as a form of art in Sardinia

Bread-making as a form of art in Sardinia

Bread-making as a form of art in Sardinia

From the Coccoi Pintau to the wedding sculpture — bread as form, ritual, and daily art.

In Sardinia, bread is shaped, sculpted, painted, and dressed in fabric. Symbolic and religious forms for Easter and Lent, ceremonial breads for weddings, calendar breads, toys, dolls — and among the finest, the Coccoi Pintau, an everyday bread of exceptional refinement.
A selection of these images was published on FMR Magazine N.14, Summer Solstice 2025 under the title "The Simple Luxury of Daily Bread." Photographs by Roberto Bigano.

Traditional bread from Sardina given as wedding favor.
Coccoi Pintau, Shaped Bread (literally painted bread) from Sardinia

Coccoi Pintau. 
Literally translated to "painted bread" in the Sardinian dialect, it means decorated bread, and it is for everyday use.
Settimo San Pietro, Cagliari

Coccoi Pintau. 
Letteralmente "Pane dipinto" (Pane sagomato) in dialetto sardo. Per uso quotidiano, è molto buono, con una testura particolare.

Coccoi Pintau, Shaped Bread (literally painted bread) from Sardinia

Coccoi Pintau. 
Literally translated to "painted bread" in the Sardinian dialect, it means decorated bread, and it is for everyday use. Settimo San Pietro, Cagliari.
Letteralmente "Pane dipinto" (Pane sagomato) in dialetto sardo. Per uso quotidiano, è molto buono, con una testura particolare.

Calendar Bread


Calendar bread is usually baked at the beginning of Lent, usually in the form of a doll. Every week, leading up to Easter, one leg is removed.
The second example below, with small dolls in a style reminding of Vodoo, represents the days remaining to the next baking day.

Leggi in italiano

Pane calendariale.

Il pane calendario è di solito panificato all’inizio della quaresima, in linea di massima in forma di bambola a sette gambe che vengono “mangiate” una alla settimana, fino a Pasqua. Il secondo esempio qui sotto con bamboline che ricordano un pò il Vodoo, rappresentano i giorni rimanenti alla prossima panificazione.

Seven legs doll. (Pippia a setti cambas “bambola a sette gambe

Pippia a setti cambas.
Seven legs doll. (Pippia a setti cambas "bambola a sette gambe). Baked at the beginning of lent. Any week a leg is removed to measure the time remaining to Easter.
Settimo San Pietro. Cagliari


Bambola a sette gambe. Pane calendariale. Panificato all'inizio della Quaresima; ogni settimana viene staccata una gamba per misurare il tempo mancante alla Pasqua.

Leggi in italiano


Pippia a setti cambas.
Bambola a sette gambe. Pane calendariale. Panificato all'inizio della Quaresima; ogni settimana viene staccata una gamba per misurare il tempo mancante alla Pasqua.
Settimo San Pietro. Cagliari


Sotto
Pane è sa gida.
Pane calendariale, le sette bamboline rappresentano i giorni della settimana e contano quelli mancanti alla successiva panificazione.
Settimo San Pietro. Cagliari

Pane è sa gida. Weekly calendar. Any day a puppet is eaten, to count the remaining days to the next baking day.

Pane è sa gida.
Weekly calendar. Any day a doll is eaten, to count the remaining days to the next baking day.
Settimo San Pietro. Cagliari.
Pane calendariale, le sette bamboline rappresentano i giorni della settimana e contano quelli mancanti alla successiva panificazione.

Wedding Bread


On the occasion of weddings, the variety and fantasy of bread creations reaches its peak. Bread of the bride, wedding party favor bread given to all of the guests and finally the apotheosis of "The bride's bread", incredibly virtuous.

Leggi in italiano

Pane in occasione di matrimoni.

Per il matrimoni la varietà e la fantasia delle creazioni con il pane, raggiunge il culmine. Pane della Sposa, Pane bomboniera, da offrire agli invitati, fino all'apoteosi della "Corona della sposa", incredibilmente virtuosa.

Pane è sposos. Bread of the spouses. Paulilatino, Nuoro, Sardin

Pane è sposos. Bread of the spouses
Pane degli sposi.
Paulilatino, Nuoro.

Good luck bread of the spouses with a sophisticated shape

Pane è sposos. Bread of the spouses
Pane degli sposi.
Paulilatino, Nuoro.

Good luck bread of the spouses with a sophisticated shape

Wedding Bread - Crown of the Bride
Tramatza, Sassari.
Pane nuziale, corona della sposa.

Traditional bread from Sardina given as wedding favor.

Wedding Favor Bread - Bomboniere di nozze
Given to all the guests. Tramatza, Sassari.

Easter Bread


Easter is another occasion in which dedicated imaginative and artistic bread is prepared, with or without hard-boiled eggs, doves, peacocks and birds in general.
Below some samples from Dorgali, in the province of Nuoro.

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Pane pasquale.

La Pasqua è un’altra occasione per creare splendide sculture di pane, spesso con uova sode ed un tripudio di colombe, pavoni ed uccelli in generale. La tradizione è diffusa in tutta la Sardegna, ma particolarmente nella provincia di Nuoro.

Easter Bread with hard-boiled eggs and little doves - Pane con uova e colombelle). Dorgali, Nuoro, Sardinia.

Easter Bread with hard-boiled eggs - Pane Pasquale con uova sode.
Dorgali, Nuoro.

St. Mark traditional artistic bread. Cogone de Santu Marcu (Pane di San Marco. Lei, Nuoro, Sardinia, Italy

Finely decorated bread with doves and flowers for the St. Mark feast.
Cogone de Santu Marcu (Pane di San Marco).
Lei, Nuoro.

Putzoneddu, little bird. Traditional Easter bread from Sardinia.

Putzoneddos, uccellini - Little birds
Orgali, Nuoro.

Putzoneddu, little bird. Traditional Easter bread from Sardinia.

Putzoneddos, uccellini - Little birds
Orgali, Nuoro.

Symbolic and Religious Bread


The Sardinians reveal a particular talent in religious, sophisticated and imaginative subjects. Or extremely simple as in the case of the coin-bread offered as a wish for good luck.

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Pane a tema religioso o simbolico.

I sardi, tradizionalmente molto religiosi, rivelano un particolare talento nella creazioni di soggetti tipo croci, acquasantiere etc. Oppure all’opposto, estremamente semplici come queste “monete di pane” donati come augurio di buona fortuna.

Cruxi Quaresimale Lent Cross Traditional Religious Bread from Sardinia

Cruxi Quaresimale - Lent Cross.
Croce quaresimale.
Settimo San Pietro, Cagliari.

Bead Holy water stoup (Acquasantiera in Pane). Tramazza, Oristano, Sardinia

Stoup - Acquasantiera
Richly decorated.
Tramazza, Oristano.

Acquasantiera
Riccamente decorata.

Bread coins, Santa Rita’s greeting Bread. Oliena, Nuoro.Sardinia

Bread coins, Santa Rita's Bread
Greeting Bread.
Oliena, Nuoro.

Pane di Santa Rita.
Monete di pane donate come augurio.

Toy Bread


Bread dough is also used to make toys. Sardinian mums love to tap into their creativity by creating handbags, birds, dolls. This custom is particularly widespread in the province of Nuoro.

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Pane giocattolo.

La pasta del pane è tradizionalmente usata anche per creare semplici giocattoli. Le mamme sarde danno sfogo alla loro creatività "sfornando" borse, scarpe, biciclette, draghi, uccelli e bambole. 

Toy bread in form of bag – Pane giocattolo a forma di borsa. Dorgali, Nuoro.

Toy bread in form of bag - Pane giocattolo a forma di borsa.
Dorgali, Nuoro.

Iscarpa, Toy Bread Shoe. Bonorva, Sassari, Sardinia

Iscarpa. Toy bread in form of shoe - Pane giocattolo a forma di scarpa 
Bonorva, Sassari.

Pitzinnas de obu. Traditional Easter Bread & Egg Dolls


These finely decorated bread and egg dolls are impressive. They are typical of the province of Nuoro and are often "dressed" with imaginative artisan fabrics.

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Pitzinnas de obu. Bambole di pane e uovo.

Queste notevoli bambole sono finemente decorate e le uova dipinte. In alcuni casi sono vestite con tessuti tradizionali sardi.

Traditional Easter Bread & Egg Dolls, dressed in traditional Sardinia fabric

Pitzzinnas de obu, egg little girl. Easter bread.
Traditional Easter Bread & Egg Dolls, dressed in traditional Sardinian fabric.

Pitzinnas de obu. Traditional Easter Bread & Egg Dolls from Sardinia

Pitzzinnas de obu, egg little girl. Easter bread.
Traditional Easter Bread & Egg Dolls,

Copyright and credits

Photographs by Roberto Bigano.
All the images in this post are copyrighted.
Tutte le immagini di questo post sono coperte da copyright.

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