On 11 February 2023 at the upbeat of the New York Fashion Week, AlphaTauri fashion house teamed up with the Scuderia AlphaTauri Formula One® team to reveal their upcoming Autumn-Winter 23 collection along with the freshly designed 2023 F1® car livery. The fashion presentation and car reveal happened 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.

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.