ALPINE
An interactive and car-less Alpine brand experience.
Client
Service
Brief
Alpine
2023
Brand experience
Art direction
Interaction design
Alpine asked us to create a unique experience that reflects the essence and values of the Alpine brand, but without including cars.
This experience was meant to engage the consumer in order to provide them with a unique and sensory Alpine adventure.
The project
Alpine Adventure in an immersive and multi-sensory adventure, combining new technologies and sports challenge. The central element is a hike, taking place on a trail alongside le glacier de l'Argentière. Users will live a two-stages experience and take up the challenge offered by Alpine, transform themself physically and mentally through this journey.
Duration
Three months
Group project
Tools
Figma, After effect, Premiere pro, Hand-prototyping,
Photoshop, Midjourney
Advertising co-created by Léo Zitouni
Scenario co-created by Léo Zitouni, project in collaboration with Cédriane Chauveau, Victor Mouty, Lucas Desfossez, Yu DU et Devashish Deshmukh.
Explanations
The App
The user plans their trip using tips from the Alpine Adventure app. While hiking, the app guides them with statistics and sensory cues in less marked areas. The goal is to provide a secure experience with minimal screen use, allowing for a sense of exploration in nature. (App design is by Cédriane Chauveau)
The signage
The markers, scarce and elusive like a treasure hunt, use one-way mirrors reflecting the landscape and playful light effects to locate them in nature. Positioned correctly, they guide the gaze towards the scenery, displaying engraved information. These markers prompt a fresh perspective on the landscape, inviting us to change our viewpoint.
The view-points
The two viewpoints provide, on one hand, immersion in nature and relaxation after physical exertion, and on the other hand, contemplation and meditation following mental exertion. Therefore, these two key hiking locations symbolize the completed challenge and achievement in the eyes of the Alpine brand. (View-points design by Yu Du and Devashish Deshmukh, rendering by Lucas Desfossez).
The reward
The hiking reward is a personalized plaque that traces our route, which we digitally collect at the summit through the Alpine Adventure app. Afterwards, we can go and pick up a 3D print of the file at Alpine stores in the city. (reward design by Victor Mouty)
Creation process
Moodboard
The first phase of the project required a significant amount of research and imagination to visually capture the essence of Alpine. This resulted in the video presented at the summit.
Ideation
To assist my team in generating ideas, I imagined and led a creative workshop over the course of a day.
Prototyping
I was tasked with envisioning the concept of the signage, designing them, and creating a 1:1 scale model.
Communication
I was in charge of presenting the entire project to the Alpine team at the technocenter in Guyancourt. The presentation included an immersive introduction that I conceived from A to Z, during which I spoke in front of an abstract video that reacted to my speech. The goal was to immerse the audience in the universe of our project, convincing them of the validity of our idea. I had to seriously revise the speech to ensure it remained coordinated with the video.
