When a Formula One® car became Milan’s most unexpected fashion statement.
CHALLENGE: To mark the debut of the Scuderia AlphaTauri Formula One® team, the goal was to create a spectacular public installation that captured global attention and symbolized the fusion of fashion, innovation, and motorsport.
IDEA: We transformed the façade of Milan’s iconic Rinascente luxury department store into a live stage for reveal. A full-scale Formula One® car was mounted high above Piazza Duomo—initially concealed under wraps and accompanied by a countdown projection—building anticipation until the dramatic unveiling.
ROLE: Supported the creative direction team as Art Director. Contributed to concept development, visual layout, and coordination with production and technical partners to ensure the design integrity of the installation and its visual storytelling.
OUTCOME: An unprecedented public event that captured worldwide media attention and established AlphaTauri’s presence in Milan. The installation became one of the most talked-about moments of the season.
