Alfa Romeo Tonale and the new brand image

ROME – On the occasion of the launch of the new Tonale SUV in the main markets, the new Alfa Romeo flagship store was inaugurated in Milan, inside the Stellantis & You Sales & Services. It is the first showroom in the world to introduce the new “brand identity”, proposing a contemporary reinterpretation of the classic stylistic canons of the brand born in Milan in 1910. The new flagship store stands out for its modern and linear design, an environment essential and technological and the great harmony that unites the elements from which it is composed.

Outside the structure, visitors are greeted by the Alfa Romeo lettering at the top, in the traditional cursive font, and by the large red totem at the side of the entrance, with a mirrored finish. The historic “Alfa red” color is inevitable, a color that recalls the visceral emotions of the brand and reflects its DNA of sportiness, a shade combined with the elegance of gray in all its nuances. Among the rooms in which the showroom is divided we find the “Lounge Area” where it is possible to live a true experience of the brand by immersing yourself in its legendary history, through the numerous books present, purchasing the specific merchandising or simply relaxing at the exclusive café. The “Join the Tribe” area, on the other hand, represents a door to the future of the brand, where you can find out about upcoming innovations, or consolidate the sense of belonging to the Alfa Romeo “tribe”.

The new format is completed by the more reserved and quiet area dedicated to purchasing, and that of After Sales, another fundamental stage in the customer experience of the Biscione brand, with specific times to meet the different needs of users. Under the spotlight of the new Alfa Romeo flagship store in Milan there is obviously Tonale, the first electrified compact SUV in the history of the brand, as well as a strategic model that marks the metamorphosis of the house towards a new era of connectivity and electrification.

“The inauguration of the first flagship store in the world with the new brand identity, here in Milan, represents a crucial moment for us, the opportunity to inspire the world from Italy while remaining faithful to our roots – said Francesco Calcara, senior vice president global marketing and communication Alfa Romeo – With Tonale, a radical evolution is taking place in Alfa Romeo towards the new era of connectivity and electrification: the “Metamorphosis” does not apply only to products and technologies, but redefines the entire customer experience, including the quality of services and the brand identity. Alfa Romeo wants to offer its customers immersive and even visceral experiences in all points of contact with the brand, primarily at our dealers, where the customer can explore the entire ecosystem of the brand, at the heart of a premium shopping experience ” . (Maurilio Rigo)

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