To mark the launch of the Tonale, Alfa Romeo’s newest vehicle, the Italian automaker is also updating its brand identity with a new dealership design. The new style made its debut at its flagship location in Milan.Intended to set a precedent for the rest of its European dealerships, Alfa Romeo‘s new design will be marked by its rich use of materials and its restrained use of color. Together, they are intended to convey the automaker’s premium nature and modernity.
Upon arrival, customers will be greeted by a lustrous red column outside of the dealership that literally reflects the customer back in Alfa Romeo red. On it, the brand’s name is written in its traditional cursive writing.
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Alfa red continues inside through LED lights and is played against multiple shades of gray, which the brand says “is capable of expressing the brand’s ‘premiumness’.” It also includes feature walls covered in unique, textural materials whose color is intended to evoke rust, which seems bold for an automaker.
Nods to Alfa’s racing technology are also scattered throughout the space. With large posters featuring its current F1 car and coffee table books tracking its history on display, visitors have the opportunity to see the brand’s performance as well as its premiumness.
Divided into themed spaces, in addition to viewing cars customers can also buy merchandise or simply relax in the cafe area of the dealership. It also features a “Join the Tribe” area, which is a digital portal through which visitors can look at the future models the brand is planning.
“The inauguration here in Milan of the first flagship store in the world with the new Brand Identity is a crucial moment for us and an opportunity to inspire the world from Italy by staying true to our roots,” said Francesco Calcara, senior VP of global marketing and communication at Alfa Romeo. “Alfa Romeo wants to offer its customers immersive, and even visceral, experiences everywhere they come into contact with the brand. This starts at our dealers, where customers will be able to explore the brand’s entire ecosystem while they are at the heart of a premium purchase experience.”