HOW TO DESIGN AN ICON

When the great Italian designers spoke about automotive design, they often repeated a simple philosophy: a truly great car should be sketchable in a matter of seconds. If the essence of a vehicle cannot be captured in a few confident lines, something is missing. For the team behind the Bertone GB110, this idea became the foundation of the entire project. The goal was never simply to create another hypercar. The ambition was to create an icon. A car that could instantly be recognized, understood, and remembered. According to Bertone’s design philosophy, the first sketch is often the most important moment of the entire process. If the vision is clear from the beginning, every decision that follows becomes an effort to protect that original emotion rather than reinvent it. That philosophy can be seen throughout the GB110. A strong horizontal line wraps around the bodywork, visually lowering the car while emphasizing width, stability, and performance. The proportions are deliberately dramatic yet elegant, balancing aerodynamic efficiency with sculptural beauty.

Carbon fiber construction allowed the designers to create extremely thin surfaces and intricate aerodynamic details, giving the car a unique visual identity. Yet the GB110 is more than a technical exercise. Inspired by Bertone's rich heritage, it was designed to create curiosity. The longer you look at it, the more details reveal themselves. Every volume flows softly into the next, combining elegance with power in a way that feels timeless rather than trendy. In a world increasingly dominated by short product cycles, the GB110 was created with a far more ambitious objective: to look as relevant in ten years as it does today.