Alpine
SAGA ALPINE

The sports car brand Alpine had been off the radar for nearly 21 years. When Renault decided to announce the brand’s comeback, the challenge was to make a big event of it even though the brand had no new model to present apart from a concept car.

OUR PROPOSAL

The idea was to invite the international press on a journey through Alpine’s history and to remind people of what the brand once was by reconnecting with the legend and 60 years of sporting memories. To contribute to this revival, the long-standing Alpine community was invited to take part in the event.

Combining the modernity of a digital press conference with a blast from the past, we sent passionate drivers and collectors on the trail of Monaco’s historic rallies, all the way to the Col de Turini – where Alpine made its name – at the wheel of 80 Berlinettes. Journalists sat in the passenger seats, listening to the drivers reminisce. Cameras installed in the cars captured the experience and transmitted it live on social media.

RESULTS

Global, dynamic and digital, the press conference covered all types of media, from video to social networks. The event was modern, “technological”, “digital” – using Periscope for the live stream – and traditional, putting long-time Alpine fans in the cars.
Above all, it was successful, igniting passions for a “new” brand that was 60 years old, and capturing the spirit of a car no-one had seen before… Indeed, 1,955 Alpine 110 First Editions were sold in a few days.

Havas Events organised test drives with European journalists to promote the new Alpine A110 range and demonstrate its technical innovations. Preparation of the full programme for the journalists, from arrival at the hotel to departure. Each day, the 36 journalists from France, Spain, Benelux, Switzerland, Austria, Germany and Italy were able to discover the Le Castellet racing track, and go on various test drives:
• Track tests with the A110S Aero
• Road tests with the A110S and A110 GT

After achieving a podium finish in the 24 Hours of Le Mans for its return to the top category, Alpine is set to continue its ascent by entering the Hypercar class in 2024. Alpine has chosen to follow the LMDh regulations. The stable will be relying on Signatech’s expertise and synergies with the Alpine F1 Team to help it shine at the highest level of Endurance.

In this context, Alpine came to the Centre Pompidou to give a preview showing of the “Alpine, Le Mans en héritage” documentary about Alpine’s past victories, produced by Canal+ and directed by Amandine Morhaïm. The film follows the team from receipt of the LMP1 chassis at the Signatech workshop in Bourges to the first test, then throughout the race, in the stand, at briefings and in onboard footage.

#AlpineF1Team officially presented its new Formula 1 single-seater to the world’s media and to its partners at the Palais de Tokyo, ushering in a new era of excellence and sporting prowess for Alpine ahead of the long-awaited start of the 2022 season of the FIA Formula One World Championship. The A522 has kept Alpine’s superb blue colour, now combined with the trademark pink of BWT, which was recently announced as the team’s title partner for 2022.

Havas Events Paris is extremely proud of its teams, who put on a spectacular and unique display in the heart of the French capital in record time, pulling off a dual feat of exhibition design and broadcasting. This consisted in revealing the main livery for the new single-seater at Le Saut du Loup at the same time as a special second livery was unveiled by the outdoor pool at the Palais de Tokyo, amid the many fans who had come to enjoy the event. In addition, a partnership with the #UrbanTheory collective produced a tailor-made artistic dramatisation of these reveals, shared widely on their social media.

#Reach: an event covered extensively by international media and followed by many people online, with over 1 million views to date.

For the Art Paris event in the French capital, Alpine exhibited a unique vehicle, the A110 x Felipe Pantone. This work of art, created by the Argentinian artist in association with Alpine, could be seen on the forecourt of the Grand Palais Éphémère on the Champ-de-Mars. This spectacular 21st-century temporary structure was designed by the architect Jean-Michel Wilmotte and stands at the foot of the École Militaire, in alignment with the Eiffel Tower.

The collaboration produced four unique models. In order to make the result of this collaboration even more exclusive, there are subtle graphic variations in each of the models created, so each A110 is a unique piece.

In 2022, the A110 Sastruga was unveiled exclusively at the Grand Palais Éphémère. Alpine and the Obvious art collective presented the fruit of their artistic collaboration, an “art car” that explores the creative potential of artificial intelligence (AI) and algorithms by establishing a dialogue between technology and emotions.
By taking part in Art Paris 2022, a modern and contemporary art event, Alpine continued to engage with the art world by exhibiting for the second consecutive year, with help from Obvious.

Alpine unveiled “Metamorphosis” an artwork by the artist Arne Quinze, at the opening of Art Paris 2023. The piece was exhibited from March 29th to April 2nd on the esplanade of the Grand Palais Éphémère in Paris.
Alpine and the Belgian contemporary artist presented the outcome of their artistic discussion centered around the concept of an envisioned future of automobiles and the organic forms of nature serving technology. This new creation, the third one presented by Alpine at the modern and contemporary art fair Art Paris, stands as another testament to Alpine’s commitment to continuous artistic reflection.

“For this third collaboration at Art Paris, Arne Quinze has successfully intertwined technique and creation in an art car that takes us into a fantasized future. His work resonates with our ambition to create a car seamlessly integrated with movement. This embodies the essence of our partnership with Art Paris: to inspire ourselves by supporting and contributing to the influence of contemporary art talents,” said Laurent Rossi, CEO of Alpine.

Havas Events and its Art & Culture department are proud, once again this year, to have initiated this new partnership. In 2022, the Alpine A110 Sastruga, created with the collective Obvious, bridged the gap between the brand’s heritage and modernity by using Artificial Intelligence and algorithms to create an original and visionary art car. In 2021, the collaboration with Felipe Pantone highlighted the dialogue between color and Alpine’s excellence through a painting process entirely and manually executed by the artist.

This new collaboration aligns with the brand’s Art x Technology positioning, which concurrently contemplates the creation of an Alpine prize dedicated to this theme.