Alfa Romeo Test Drive am Swiss Open Gstaad
Client
Alfa Romeo
Year
2022
Location
Bern, Switzerland
Categories
Corporate Event
PR & Brand Activation
Public Event
Installations & Spatial Activations
Impact
Test Drive Activation
Brand Experience
Product Launch
Dolce Vita on the Mountain Road
For Alfa Romeo, Live Lab developed a driving experience for the new Tonale at Swiss Open Gstaad that combined Italian design with an Alpine backdrop. At the booth, a driving simulator sparked initial curiosity before visitors could experience the Tonale for themselves on a curated test route through the Bernese Oberland.
Espresso with a view
The route didn’t simply lead back to the starting point, but to a small viewing platform with a mountain panorama. There, an Italian espresso awaited as a deliberate moment of relaxation. Thus, the test drive became a compact brand experience blending sporty driving pleasure, scenic views, and Dolce Vita.
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