BOMBER FOR BENTLEY

International luxury ski brand Bomber Ski and British luxury brand Bentley Motors are entering into a global partnership. The move blends together their respective areas of expertise to provide customers with the very best in ski equipment and extraordinary experiences around the world.

As Bentley Motors celebrates its 100th birthday this year, to honour this special occasion the collaboration launches with a Limited Edition Bomber for Bentley Centenary Ski. The design takes inspiration from the new EXP100GT concept car launched in 2019 – and the diamond motifs, textures and patterns found within. Limited to just 100 pairs, the centenary edition is adorned with 24-karat gold plated diamond-shape inserts adding a magical sparkle on the slopes – and for a dynamic and powerful visual appeal, there is of course the Black Diamond Edition ski finished in glossy black. “It all started with the idea of no compromise and ended with a ski which embodied both function and aesthetic. The ski took 12 months from initial sketch through to final production. The design was inspired by a visual language that we explored in the EXP 100 GT show car and developed into a beautiful three-dimensional structure that actually enhances the performance of the ski. Everything we design has purpose, so the 3D geometry on the surface of the ski not only creates a dramatic aesthetic but is concentrated around the areas where support and response are needed most by the skier”, Chris Cooke, Bentley Lead Designer tells Art of Snow. At the boutique Bomber factory in Cossato, Italy, each pair of skis takes around 32 hours of unrivalled handcraftsmanship to ensure the perfect execution.

Robert Siegel

Reason enough to get some insights from Bomber Ski Owner Robert Siegel in New York. Robert Siegel, you are a luxury expert. When you first launched Bomber Ski, the artist series skis stood out of the crowd instantly. Has art become part of the Bomber DNA? Yes. Firstly, my grandfather, father and sister were all artists and the Bomber team strongly believes that art enhances the quality of life for everyone. Therefore art and the creative process are very important to me. Secondly, for years prior to purchasing Bomber in 2013, I was confounded by the ski industry’s lack of initiative when it came to design. In seeking to build the best skis in the world we also strive to make them as attractive as possible in appearance. Within two months after purchasing Bomber, we were able to secure the exclusive rights to include the art of Jean-Michel Basquiat and Keith Haring on our skis; a ski helmet with art elements will be available in February 2020.

You have expanded your ski offering this season? Three years ago we hired one of the leading ski designers in the world whose experience-base goes back to the seventies, to boost Bomber’s design team in our factory in Italy. With Bode Miller already on the team since 2016, this was a great addition. After three years of testing design and development, we have just released our “Powder” ski series highlighted by: “Gunpowder” (95mm), “Ascent Thunderbird” (95mm – ultra-light for Skinning) and P-51 skis (115mm). Additionally, the design, construction and craftsmanship implemented during the creation of the Bomber for Bentley skis (84mm) has enhanced our overall abilities.

What is the working philosophy behind Bomber Ski? Our reputation for a culture of striving to “Aim Beyond” our best abilities every day has created an environment that attracts the best of the industry. Working at Bomber is not a job but rather a career with a passionate elite team that challenges itself to exceed expectations constantly.

Who is Bomber’s clientele? Bomber’s clientele are predominantly recreational skiers who desire to enhance their ski ability by merely switching skis. We know how to meet this brief: the highest-grade edges make it easier to turn on ice and we introduced a damping that virtually eliminates chatter – making skiing safer and enabling the skier to be more relaxed and confident.

How did the cooperation with Bentley arise? Most companies focus first on their bottom line whereas our philosophy is that we strive for perfection every day. Partnering with a great auto-manufacturer who has the same mindset was one of our priorities. Especially, as so much time is spent in the car travelling to different ski resorts. Bentley was the perfect partner for us given their heritage rooted in performance, as well as luxury.

With the “World of Bomber” you are enriching your portfolio? Bomber’s focus is also to be the leading active luxury lifestyle brand – not only with the skis themselves, but with the ski experiences that we host around the globe and the access our club gives to unique venues and services. In 2020 we will be hosting a number of highly curated Bomber & Bentley Ski+Drive Experiences in the Americas, in addition to other Bomber Experiences from Europe to Antarctica.

How are online sales and distribution through stores developing? Both are critical and we now have a network of 50 of the finest ski stores in the best resorts of Europe and the US.

Bode Miller

BODE MILLER… Bode Miller, an impressively independent free spirit, who followed always his own instinct became four-time world champion and Olympic champion and is the most successful American skier of all time. As co-owner of Bomber Ski, he brings his expertise to the company:

“Aim Beyond” – the Bomber motto could also be your personal motto? When I’m building skis, I try to figure out what I wish existed and then I try to build it. I look at the rest of my life in the same way.

How much “Bode” is in a Bomber ski and what is the main difference between a massproduction and a Bomber ski? We have an exceptional team at our factory, which is critical. I give them my ideas and specific directions. Mass production cuts cost in any possible way. At Bomber, we focus on building the best skis. From my race career I always knew which materials I want to see in such a ski. If it costs more to achieve our aspirational goals, then so be it.

Have you been involved in the collaboration with Bentley? Yes, since the beginning. Bentley is such a unique company, from their racing history to the rare attention to every detail in their vehicle production. It spurs your imagination to work hands-on with their designers. It is a privilege to work with Bentley, to feel the creative power behind which challenged us to even raise our high standards. I think we share the same aspirations and the collaboration is inspiring each other.

You always appeared as a free spirit - quite similar to artists. Is art an important aspect for Bomber? I didn’t think about it until later in my career, although I did view my skiing as more of an art than a sport that could be quantified. I wanted to do it a certain way and I accepted that not everyone was going to like the way I did it. I love art, and I love that we are able to have amazing art as our graphics. We have made a conscious decision to be the leader in the design and development of the highest performing recreational skis.

Bode seems to be a real family man. Can you transfer those values into business? For me, life is about authenticity, honesty, passion and commitment. I think those qualities helped me to become the athlete that I am and also help me every day to be the kind of person, husband, and father that I am.

The new Bentley Ski

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