BULL presents the “Master Power Track Socket”: the next generation socket, equivalent to a supercar, designed by Giugiaro Architettura

September 4, 2023

Giugiaro was invited to design the Master Power Track Socket by the Chinese leading electronics brand BULL. This new generation socket distills decades of design experience in the automotive world by Giugiaro while meeting the demands of traditional power supply. 

The stylistic direction is based on a minimal and pure approach, inspired by supercar design: it emphasizes the purity and solidity of the product. Elegant and logical, the BULL Master Power Track Socket is the perfect completion of any interior environment. 

The socket also offers important technological innovations, such as a smart digital display, flexible and free power extraction and a quadruple safety warning system. 

Giorgetto Giugiaro wrote the following letter to his Chinese fans: 

“Hello my dear Chinese friends, I am Giorgetto Giugiaro. 

For a long time, people have defined me as “an international supercar design master” and “Car Designer of the Century”. But I prefer to define myself as a “transcender”. The drive to transcend is what has enabled me to move so freely in the world of industrial design. 

I have always sought to introduce my understanding of transcendence into multiple dimensions of the lifestyle space. Now, BULL has made all this possible. They are enabling my transcendence to go beyond supercar design. In China, there are only two types of sockets: BULL, and the other ones. Drawing on BULL’s strengths in the electrical field, together we have created the BULL Master Power Track Socket. It truly deserves the name “A socket equivalent to a supercar”. 

In the design of this product, we have captured the quick shadows of a moving supercar and the careful precision of its dashboard dials. BULL’s 28 years of expertise in safe electronics makes an extraordinary power use experience possible. 

I believe that this is an unprecedented breakthrough and alternative. I sincerely hope that you like my design, and that the BULL Master Power Track Socket can bring greater pleasure to your domestic lives. “