Needs & Goals

Alpine’s new A110R is a radical vision of how light a car can be, inspired by F1 technology, and with carbon parts all over the chassis.

At the same time clean and high-tech as well as rough and radical, a contrast like Japan itself, this car was to be unveiled within the Japanese car community, where both gritty drifters and haute-couture mix.

Design & Challenges

Beginning with the concept of the unveil, originally geared towards Bosozoku and tattoos, an edge that might be just too touchy for the Japanese market, I guided the client toward a balanced yet radical approach that was pleasant to both European and Japanese audiences.

From choosing a radical location, to dressing it up in a way that makes it more than just a warehouse, to music selection, we curated this difficult yet daring project to success.

As a result of this research, instead of introducing other parts of Japanese culture as often done, the drift and customisation car culture in Japan was selected.

Furthermore, mood boards were heavily supported by images that we generated with AI, to create the correct ambiance.

Location and Production Planning

While searching over 100 locations, hoping to find the perfect fit where we could both drift and is underground, there sadly weren’t any good locations that allowed both in Tokyo.

As a result, the drift part of the event was relayed to ### Link to Alonso Unveil ###.

In order to plan the event in detail, a full 3D scan of the location was done both inside and as a drone type shot via Google Earth.

This scan allowed us to create not only proper capacity calculations but also quickly generate a render of the general location concept.

The basic render allowed us to consider different methods of upgrading the venue with the art department, which made us opt for the direction to invest all the available funds into the lighting option.

Next, a complete rebuild of the 3D scan into a cleaner construction allowed for cleaner renders of higher quality.

Based on these available models, a complete plan could be created, going from media arrival over presentation to the unveil show.

Setup

Some impressions from the setup, turning a simple warehouse into a fashion cat-walk like car unveil show.

Outcomes

To compare just how similar the 3D generated final plan was with the final outcome, I present both the final unveil show with music and lighting as well, and the full summary movie of the event below.