With the launch of Alfa Romeo’s new vehicle in Tonal, the Italian automaker is updating its brand identity with a new dealership design. The new style has made its debut in Milan’s flagship position.
In order to set a precedent for the rest of European dealerships, the new design of the Alfa Romeo will be characterized by rich use of materials and restrained use of color. Together, they aim to convey the premium nature and modernity of the automaker.
Upon arrival, customers will be greeted outside the dealership by a bright red column that literally reflects the customer’s Alpha Romeo red. In it, the brand name is written in its traditional curse.
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The alpha continues through the red LED lights and plays against multiple shades of gray, which the brand says are “capable of expressing the brand’s ‘premiumness.’ It also has walls featuring unique, textured materials whose color is intended to rust, which seems bold for an automaker.
Nodes of alpha racing technology are also scattered in space. Tracking its history by displaying large posters featuring its current F1 cars and coffee table books, viewers get a chance to see the brand’s performance as well as its premium.
Divided into themed spaces, customers can shop in the cafe area of the dealership as well as buy merchandise. It also features a “Join the Tribe” area, a digital portal through which visitors can see future models planned by the brand.
“The opening in Milan of the world’s first flagship store with brand new identity is an important moment for us and an opportunity to inspire the world from Italy by staying true to our roots,” said Francesco Calcara, Marketing and Communication at Alpha Romeo, Senior VP of Global. “Alfa Romeo wants to give its customers an immersive, even visual experience, wherever they come in contact with the brand. It starts with our dealers, where customers will be able to explore the brand’s entire ecosystem while focusing on a premium shopping experience. “
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