To celebrate the release of Alfa Romeo’s newest car, the Tonale, the Italian automaker is updating its brand identity with a new dealer design. The new style debuted at its flagship location in Milan.
Alfa Romeo’s new design, set a precedent for other European dealerships, is characterized by extensive use of materials and color fastness. Together they are designed to deliver the premium nature and modernity of the automaker.
Upon arrival, customers are greeted by a bright red column outside the dealer, which depicts the customer in red Alpha Romeo. It has the brand name in traditional italics.
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Alpha red light continues inside through LED lights and plays against several shades of gray that, according to the brand, can reflect the “premium” of the “brand”. It also includes unique walls lined with unique, textured materials designed to create rust that looks bold to the automaker.
The push for Alpha’s racing technology is also scattered across space. With large posters depicting the modern F1 car and coffee table books tracking its history, visitors will have the opportunity to see the brand’s performance and its premium.
In addition to looking at cars, consumers divided into thematic spaces can buy goods or relax in the dealer’s cafe area. There is also a Join Trug area, a digital portal where visitors can see the future models the brand is planning.
“The opening of the world’s first flagship store with a new brand in Milan is an important moment for us and an opportunity to be true to our roots and inspire the world from Italy,” said Francesco Calcara, senior vice president of the global company. Marketing and communication in Alpha Romeo. “Alpha Romeo wants to offer its customers an immersive and even visceral experience wherever they interact with the brand. It starts with our dealers, where consumers can explore the entire ecosystem of the brand, and they will be at the heart of the premium shopping experience. ”
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