Conquering the world’s capital of Fashion

At the start of February 2020 an innovative eye-catcher guaranteed to surprise the metropolis of Milan. For the first time ever we showcased AlphaTauri in the Rinascente luxury department store on Piazza Duomo, one of the liveliest and most exclusive locations in Milan.

With a gravity-defying Formula One® car installation on the facade of the Rinascente, we managed to catch the eye of every passerby. The brand new Scuderia AlphaTauri Formula One® racing car was mounted, initially under wraps, on the facade. A crane, a steel girder with gantries and a 2.5-tonne counterweight were required to attach the Scuderia AlphaTauri chassis securely to the facade whilst contending with winds of up to 8 knots. The suspension of the F1® car alone took eight hours. A countdown was projected onto the facade above the cloaked car which steadily ratcheted up the tension, ticking off the days, hours and seconds until the reveal.