On the occasion of the commercial launch of the Tonale SUV in major European markets, Alfa Romeo opens a new car flagship store At her agency Stellantis & You Sales & Services in Milan.
The world’s first showroom to present the new identity of the Italian brand, the flagship store presents a Immersive Sensory Experience It will highlight the core values of the brand and its vision for the future.
Inspired by materials that incorporate tactile effects, the simple and technological space uses the signature “alpha red” to evoke the sentiment associated with the brand.
With a modern and linear design, the Alfa Romeo flagship store harmoniously combines the elements of which it is composed.
Outside the structure, visitors are greeted by traditional cursive writing, and at the entrance by a large reflective red totem, conceptually helping to provide a lifelike intended experience.
The visitor is reflected in the object that represents the commercial values of the home of Alfa Romeo.
The space has been presenting the historic “Alpha Red” of the Italian sports brand since 1910.
The vibrancy of red is linked to the elegance of gray, which in its shades expresses the premium position of the brand and the high level of technology of the Alfa Romeo range.
Inspired by nature, the showroom’s interiors combine tactile materials with innovative textures and colors reminiscent of the oxidation process of materials.
Red transforms into a splash of magma between the rocks while warm red LEDs illuminate the viewing areas.
The beauty and power of nature are integrated into the digital and technological world.
Once inside, the visitor is invited to live an immersive experience by walking through different parts of the showroom.
In the lounge area, it is possible to discover the history of the brand by browsing through books, displaying derivative products, or simply relaxing in the café.
The “Join the Tribe” space is a gateway to the brand’s future where Biscione’s upcoming releases can be discovered.
The showroom was completed with an area designated for sale and one for after-sales services.
Francesco Calcara, Senior Vice President, Global Marketing and Communications, Alfa Romeo: “The opening here in Milan of the first flagship store with the new brand identity is a defining moment for us and an opportunity to inspire the world from Italy while staying true to our roots.
With the new Tonale, Alfa Romeo heralds a radical revolution towards a new, connected and electrified era. This “transformation” applies not only to products and technology, but also completely redefines the customer experience, including service quality and brand identity.
Alfa Romeo wants to offer its customers deep and immersive experiences wherever they come into contact with the brand. It starts at our dealerships, where customers will be able to explore the entire brand ecosystem, right at the heart of the premium shopping experience. »
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