Fashion x Formula One® united in a cinematic moment at Lincoln Center, New York City.
CHALLENGE: To present AlphaTauri’s latest collection during New York Fashion Week with a show that translated the brand’s European design language into a bold, international statement.
IDEA: AlphaTauri fashion house x Scuderia AlphaTauri Formula One® team-up to reveal their upcoming Autumn–Winter ’23 collection along with the freshly designed 2023 F1® car livery. An unforgettable show in front of an audience of over 350 people in the heart of New York City, the Appel Room of the Lincoln Center with a breathtaking view of the cityscape and Central Park.
ROLE: Supported the creative direction team as art director, contributing to concept refinement, set design, and visual storytelling. Collaborated closely with lead creatives and production partners to align the show’s tone and execution with AlphaTauri’s global identity.
OUTCOME: A strong international showcase that positioned AlphaTauri within the global fashion conversation and introduced the brand’s innovation-driven design ethos to a wider audience.
Scuderia AlphaTauri Formula One drivers Nyck De Vries and Yuki Tsunoda in front of the 2023 car during the Scuderia AlphaTauri Season Launch at Lincoln Center in New York, NY on 11 February, 2023 (Photo by Colin Kerrigan)
Atmosphere during the Launch Event at Lincoln Center in New York (Photo by Colin Kerrigan)
Ahead of the reveal we produced a launch film with Italy-based creative agency Digital Lighthouse. The film gives insights into both brands – the creation of products at AlphaTauri fashion house and the assembly of the race car at Scuderia AlphaTauri. The complex logistics of delivering the car from Europe to the US was then facilitated in cooperation with Turkish Airlines Cargo.
Production Agency: Digital Lighthouse
Concept and Creative Direction: Hannes Boeker
Art Director: Daniel Kainz
