Oppenheim × BWT ALPINE F1
Creative Direction
Concept Design
Identity and Sub-branding
Brand Extension [Oppenheim Racing]
Luxury Real Estate and high-performance Motorsport are cut from the same cloth: both demand precision, vision, the pursuit of excellence, style, and a little bluster.
When Jason Oppenheim — connoisseur of both architectural and automotive beauty — asked for a collaborative Helmet design for Oppenheim, BWT Alpine F1, and their rising star Jack Doohan, I took it as a larger branding opportunity.
LUXURY IN RACING
Formula One is not merely a sport; its a high-stakes battle of engineering, branding, and cultural resonance. Similarly, luxury real estate is not just about property; its about storytelling, presence, and identity. It’s a race of its own. Looking at these parallels against the backdrop of the Miami Grand Prix venue, I answered the call for a helmet one-off.
BRAND EXTENSION
As a brand-builder, I took the opportunity to distill ID elements from the helmet that support this collaboration — marks that can accommodate and extend Oppenheim’s journey into the high performance world — whether it evolves into a dedicated racing brand, or an exclusive car lounge. Doohan, driving the #7 car for BWT gets a personal upgrade, as well.
E10 PET
ROL
THE FUTURE OF CROSS-INDUSTRY
BRANDING
Luxury real estate and Formula 1 share DNA: exclusivity, ambition, beauty, and relentless competition. In this project, I explore architectural themes in the helmet design, referencing fine art, textures, and materials from high end properties and staging. I asked myself: “What kind of a driver will Doohan become? What kind of role can Oppenheim play in his brand, on and off the grid?”
The new ID elements buttress the sense that this is more than a one-off collaboration: they sketch out how The Oppenheim Group and Jason could evolve beyond a single cross-branded partnership into a dedicated motorsports identity — something that seems likely.
This is more than a proof-of-concept: It’s a conversation about how luxury brands in seemingly disparate worlds can enter the arena of elite motorsports, and beyond — competitively, authentically, and for the love of it.
