AlphaTauri stands for the extraordinary not only with their premium fashion collections but also in the way how they present their new designs nevertheless challening circumstances.

In a move that is going to be part of the “new normal” all guests were Covid tested. Making a very brief appearance, fully sanitized, masked-up and extremely socially distanced, were Scuderia AlphaTauri team principal Franz Tost and the two drivers, Daniil Kvyat and Pierre Gasly.

The presentation included an installation of 40 mannequins on a treadmill. Guests were able to pause any given look as it passed and the installation included digitally staged clips to explain each detail and innovation.

The presentation also featured AlphaTauri’s Mobile Innovation Lab, which will soon tour Europe. It is a fully mobile 60sqm pop-up store on a truck that takes less than 20 minutes to install. It is an experiential showcase for AlphaTauri’s textile innovations.