AlphaTauri at Rinascente

AlphaTauri conquers the fashion capital Milan

At the start of February 2020, exactly one week before Women’s Fashion Week, AlphaTauri began the exclusive fashion countdown in the vibrant fashion metropolis of Milan.
For the first time ever AlphaTauri was showcased in the Rinascente luxury department store on Piazza Duomo, one of the liveliest and most exclusive locations in Milan.

AlphaTauri at Rinascente
AlphaTauri at Rinascente
Time to shine: windows and façade
Time to shine. An innovative eye-catcher guaranteed to surprise: with radiant window displays, glowing logos and a gravity-defeating Formula 1 car installation on the facade of the Rinascente, AlphaTauri caught the eye of everyone around Milan’s famous cathedral. In keeping with the current campaign slogan, People of The New Sun, AlphaTauri brought the sun to Milan in February by illuminating all eight windows of the luxury department store with a radiant light installation. Linked with bright AlphaTauri logos, the entire store was literally set aglow.

The brand new Scuderia AlphaTauri Formula 1 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.
AlphaTauri at Rinascente
AlphaTauri at Rinascente
Pop some Colour
From 11-23 February 2020, AlphaTauri presented select key styles from the Spring/Summer 2020 Collection in two exclusive pop-up spaces in Milan’s Rinascente department store. Both spaces continued the theme of the stunning AlphaTauri window installations eye-catching clean, modern design and radiant light effects in warm yellow.
Alphatauri Party at Rinascente
Time to Party
On the evening of 11th February AlphaTauri hosted an exclusive launch event in Rinascente’s Obicà rooftop restaurant to celebrate this unique installation and launch of the collection with Italian influencers, VIPs, celebrities (such as Eleonora Carisi, Veronica Giomini, Ivano Mario, Giovanni Maseiro) and media. With a breathtaking view of Milan Cathedral, beats by DJ Luca Daff and delicious drinks and snacks, AlphaTauri opened Milan Fashion Week one week ahead in spectacular fashion with this truly unique evening above the rooftops of Milan.
AlphaTauri Formula 1 car reveal at Rinascente
AlphaTauri at Rinascente
Scuderia AlphaTauri car reveal
On 14 February 2020 the brand new Scuderia AlphaTauri Formula 1 car was unveiled on Piazza Duomo at an exclusive car reveal event. Ahead of the reveal, visitors to the department store had the opportunity to attend an interview where host Irene Saderini and Scuderia AlphaTauri F1 expert Otello Valenti offered insights into the new Scuderia AlphaTauri race team, and announced the winners of the driving simulator competition. Italian influencers such as Ignazio Moser, Federica Monacelli and Marco Fantini were also able to put their racing skills to the test in the two Scuderia AlphaTauri F1 simulators.

Over 2000 people gathered in front of Rinascente to witness this unique event live. The car, cloaked and mounted on the facade of the Rinascente, was unveiled at 20:30 to coincide with the reveal at the official launch event in Hangar 7 in Salzburg, and a spectacular video display was projected onto the facade.
Alphatauri Formula 1 car Rinascente
A strong partnership
AlphaTauri and Scuderia AlphaTauri didn’t simply team up for publicity reasons: the Formula 1 environment is one in which AlphaTauri can further develop innovations and textile technologies. For Formula 1 innovation is absolutely crucial, and exceptional pioneers in this elite class of motor sport are constantly questioning the status quo. Which means the enthusiasm is all the greater on both sides, to be able to collaborate with innovators, creatives and pioneers with a similar mindset and a clear vision.