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.
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.
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.
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