During my time with Heart, Alpine challenged us to launch the A526 in unforgettable fashion aboard the MSC World Europa, the first-ever Formula 1 car launch hosted on a cruise ship, welcoming over 150 global F1 media, creators, fans and partners.

Working within the unique constraints of the ship’s Panorama Lounge, our team creatively curated a bespoke set build that responded to the venue’s dramatic floor-to-ceiling ocean views while navigating complex technical and production limitations. Lighting, staging and scenic design all had to be carefully engineered around the constantly changing natural environment, strict airside working conditions and tightly controlled load-in/load-out schedules dictated by the ship’s docking windows.

We transformed the space through Alpine’s visual design language, creating a premium brand world that carried seamlessly from reveal moment to after party celebration. In addition to delivering the main event, we transformed the MSC terminal in Barcelona with bespoke branding, creating a seamless brand experience for guests, before rounding off the occasion with a high-energy afterparty.

I had the unique opportunity to board the ship five days before the event, working closely with the Heart team, suppliers, MSC Cruises and Alpine F1 to deliver this first-of-its-kind car launch.

DESIGN LEAD, CONCEPT DEVELOPMENT, VISUALISATION, ARTWORK | EVENT DELIVERY