Design and production of a launch event for Alpine’s first 100% electric vehicle: the A290. The event took place at 24h du Mans, 1000 pax in 2 days, target was press, in-house staff and influencers.
To celebrate the launch of the A290, Alpine entrusted Havas Events with the scenography, staging and production of this event, which marks the brand’s renewal. More than a vehicle reveal, a full event concept revealing the new brand positioning and the spirit of Alpine highlighting 3 main values: lightness, French savoir-faire and exhilarating experience. Alpine has one main ambition: becoming a cool global entertainment brand that goes beyond cars. Tapping into new territories supporting the French Team of the America’s Cup, the Orient Express Racing Team & the world’s 10 best Padel players, also by collaborating with artists in the world of art. This event was the proof of this ambition breaking corporate codes and usual reference points and by designing a perfect setting to host a unique artistic show. This event helped to change the paradigm and reflexes surrounding Alpine, from a car aimed at people in their sixties to an urban, environmentally-friendly car for young people.
An ambitious scenography to welcome a never-seen-before Reveal & Conventions for the launch of the first 100% electric city car by Alpine, A290.
A disruptive scenography enhanced by multiple video medias to showcase the brand’s new vision and provide more rhythm to the show: a promise made possible thanks to a multi-layered set-up combining scaffolding, video projecting, LEDs and a mirroir-effect fashion show catwalk.
A set up built :
• like a catwalk to break the usual keynote reveal where the vehicles were able to move around.
• around a monumental scaffolding to support big images, but also as a physical support for the dancers’ artistic performance.
Indeed, Alpine entrusted the run of the show to the iconic collective (LA)HORDE around 4 choreographic tableaux highlighting the brand’s past and future, embodying the new spirit of the brand and symbolizing an open minded community.
(LA)HORDE stunning dancers embody humanoid futuristic avatars meeting Motorsport performance.
