Alfa Romeo's new flagship shop in Milan brings in a reinvented brand image

The new Alfa Romeo Tonale is currently being launched in the most important European countries. For this occasion, Alfa Romeo has opened a new flagship store in Milan. The Stellantis & You Sales & Services office is a new attraction in the city where Alfa Romeo was founded in 1910. The new flagship store in Milan is the first showroom in the world where Alfa Romeo is exhibiting its new brand image. It is a stylish interpretation of the classic Alfa Romeo style.

From 1910, the first production facility of the brand, which later became Alfa Romeo, was located in the Portello district of Milan. Not far from there, the brand has now opened a new chapter in its remarkable history. Alfa Romeo is also strengthening its connection to the Italian capital of fashion, design, and creativity with the new flagship store. Both use their great history as inspiration for a sustainable and technological future. The focus is always on the people, their passions, and motivations. This thought is the basis for the comprehensive customer experience with which Alfa Romeo underpins its values ​​and vision for the future.

With a modern and linear design, the new Alfa Romeo flagship store is a minimalist and technological space that harmoniously integrates individual elements. At the entrance, visitors are greeted by a historic Alfa Romeo logo.

The predominant color in the flagship store is Alfa Romeo's traditional red. This bright and bold color evokes emotions that have made Alfa Romeo a symbol of Italian sportiness since 1910. The vitality of the Alfa red is combined with elegant grey, which in different shades expresses the brand's premium character and innovative technology. This combination of passion and innovation makes Alfa Romeo unique and an essential part of the premium brands of the Stellantis Group.

Inspired by nature, the interior design of the showroom combines materials with unique tactile effects. Textures and colors are reminiscent of the oxidation process of metal. LEDs cleanse the exhibition areas in warm red light. The attractiveness and power of nature combine perfectly with the digital world and innovative technology, both characteristic features of the latest generation of Alfa Romeo vehicles.

The Lounge Area gives visitors an insight into the great history of Alfa Romeo. Here you can leaf through books, get to know the accessories collection, or relax in the café. The "Join the Tribe" area is a doorway into Alfa Romeo's future, giving a peek into the brand's future models. "Join the Tribe" is also an invitation to join the Alfa Romeo fan base. In addition, the showroom offers retreats for consultations on vehicle purchases or after-sales products.

The star of the Milan flagship store is the new Alfa Romeo Tonale, the first electrified model in the company's history. The Alfa Romeo Tonale compact SUV is characterized by typical Italian design, innovative technology, electrified drive, high driving dynamics, and strong customer orientation. The new Alfa Romeo Tonale is a strategic vehicle model that signals the brand's metamorphosis as it enters a new era of connectivity and electrification.

Francesco Calcara, Senior Vice President of Global Marketing and Communication at Alfa Romeo, comments: "The opening of the world's first flagship store with the new brand image in Milan is a defining moment for Alfa Romeo. It allows us to inspire the world from Italy while staying true to our roots. With the new Tonale, Alfa Romeo is experiencing a revolutionary process towards a new era of connectivity and electrification. This metamorphosis is not only related to products and technology. It also redefines brand image and the entire customer experience, including the quality of services.

Alfa Romeo offers its clients an intense and visual experience wherever they contact the brand. The dealers are the gateway to this world. Here, shoppers can explore the entire Alfa Romeo ecosystem while being at the center of a premium buying experience.