{"id":66208,"date":"2022-06-11T05:45:36","date_gmt":"2022-06-11T03:45:36","guid":{"rendered":"http:\/\/www.abmnews.com\/blog\/?p=66208"},"modified":"2022-06-22T09:53:56","modified_gmt":"2022-06-22T07:53:56","slug":"alfa-romeo-inaugura-la-nuova-brand-identity-a-milano","status":"publish","type":"post","link":"https:\/\/www.abmnews.com\/blog\/alfa-romeo-inaugura-la-nuova-brand-identity-a-milano\/","title":{"rendered":"Alfa Romeo inaugura la nuova brand identity a Milano"},"content":{"rendered":"\n<p style=\"font-weight: 400;\">A celebrazione del lancio commerciale di Tonale nei principali mercati si \u00e8 svolta ieri a Milano, all\u2019interno dello Stellantis &amp; You Sales &amp; Services, l\u2019inaugurazione del nuovo <em>flagship store<\/em> Alfa Romeo, primo showroom al mondo che introduce la nuova <em>Brand Identity<\/em>, rileggendo in chiave contemporanea i canoni stilistici tipici del marchio che proprio nella citt\u00e0 viscontea \u00e8 nato nel lontano 1910 per affermarsi in tutto il mondo.<\/p>\n<p style=\"font-weight: 400;\">\u00a0<\/p>\n<p style=\"font-weight: 400;\">Simbolicamente negli stessi luoghi in cui nel 1910 sorgeva il Portello, primo sito produttivo Alfa Romeo, oggi assistiamo ad un nuovo fondamentale capitolo per il marchio. Si consolida ulteriormente il legame indissolubile tra Alfa Romeo e la capitale internazionale e multietnica della moda, del design e della creativit\u00e0 italiana. Sono infatti due simboli del Made in Italy che si alimentano a vicenda, dove il glorioso passato \u00e8 fonte di ispirazione per un futuro pi\u00f9 sostenibile, tecnologico e audace. Al centro vi \u00e8 sempre l\u2019uomo, con le sue passioni e aspirazioni. Per questo motivo, Alfa Romeo regala una <em>customer experience<\/em> immersiva alla scoperta dei suoi valori identitari e della sua visione del domani.<\/p>\n<p style=\"font-weight: 400;\">\u00a0<\/p>\n<p style=\"font-weight: 400;\">Dal design moderno e lineare, il nuovo <em>flagship store<\/em> Alfa Romeo \u00e8 caratterizzato da un ambiente essenziale e tecnologico in cui si percepisce una forte armonia tra gli elementi che lo compongono. All\u2019esterno della struttura, i visitatori vengono accolti dalla scritta Alfa Romeo posta in alto \u2013 realizzata nel tradizionale carattere corsivo \u2013 e dal grande totem rosso a lato dell\u2019ingresso, con effetto specchiato, che contribuisce concettualmente ad una <em>visceral experience<\/em>: il cliente, infatti, si rispecchia nell\u2019oggetto che rappresenta i valori del <em>brand<\/em>, creando quindi una sorta di simbiosi tra la <em>tribe<\/em> e la nuova <em>maison<\/em> Alfa Romeo.<\/p>\n<p style=\"font-weight: 400;\">\u00a0<\/p>\n<p style=\"font-weight: 400;\">Immancabile lo storico colore \u201crosso Alfa\u201d, una tinta vibrante e audace che richiama le emozioni viscerali del marchio e riflette il suo DNA di nobile sportivit\u00e0 italiana dal 1910. E la vividezza del rosso \u00e8 accostata all\u2019eleganza del grigio, in tutte le sue <em>nuances<\/em>, capace di esprimere tanto la sua <em>premiumness<\/em> quanto la tecnologia da primato insita nella gamma Alfa Romeo. \u00c8 proprio il binomio Passione e Innovazione che rende speciale questo <em>brand<\/em> italiano chiamato a giocare un ruolo chiave nel cluster premium di Stellantis.<\/p>\n<p style=\"font-weight: 400;\">\u00a0<\/p>\n<p style=\"font-weight: 400;\">Prendendo ispirazione dalla natura, gli interni dello <em>showroom<\/em> uniscono materiali dagli effetti materici unici, <em>texture<\/em>innovative e colorazioni che richiamano il processo di ossidazione. Cos\u00ec il rosso diventa un guizzo di magma tra le rocce e la luce calda dei led rossi \u00e8 un tratto distintivo che illumina tutte le zone dell\u2019esposizione. Va cos\u00ec in scena la forza e bellezza della natura che si fonde perfettamente con la dimensione tecnologica e digitale, altro tratto distintivo della nuova generazione Alfa Romeo. E una volta dentro, il visitatore vive una coinvolgente esperienza immersiva accedendo, in completa autonomia, alle diverse aree in cui \u00e8 suddiviso.<\/p>\n<p style=\"font-weight: 400;\">\u00a0<\/p>\n<p style=\"font-weight: 400;\">Nella <em>Lounge Area<\/em>, ad esempio, \u00e8 possibile vivere una vera esperienza del marchio e la sua leggendaria storia, sfogliando i numerosi libri presenti, acquistando il merchandising dedicato o semplicemente rilassandosi all\u2019esclusivo caf\u00e8. Invece, l\u2019area \u201c<em>Join the Tribe<\/em>\u201d rappresenta una porta sul futuro del marchio, dove conoscere le anticipazioni sulle prossime soluzioni del Biscione, oltre a consolidare il senso di appartenenza alla \u201ctrib\u00f9\u201d Alfa Romeo, la speciale comunit\u00e0 che si riconosce nei valori del <em>brand<\/em>. Completano il nuovo showroom la zona adibita all\u2019acquisto, pi\u00f9 riservata, e quella dedicata all\u2019<em>After Sales<\/em>, altra tappa fondamentale della <em>customer experience<\/em> Alfa Romeo, che segue orari specifici per andare incontro a tutte le necessit\u00e0 che un cliente premium pu\u00f2 avere.<\/p>\n<p style=\"font-weight: 400;\">\u00a0<\/p>\n<p style=\"font-weight: 400;\">Ovviamente protagonista del nuovo <em>flagship store<\/em> di Milano \u00e8 Alfa Romeo Tonale, il primo SUV compatto elettrificato della sua storia. Design italiano, tecnologia da primato, elettrificazione, impareggiabile dinamica di guida e centralit\u00e0 del guidatore: sono i cinque capisaldi progettuali di Tonale, un modello strategico che segna la Metamorfosi del marchio verso una nuova era della connettivit\u00e0 e dell\u2019elettrificazione.<\/p>\n<p style=\"font-weight: 400;\">\u00a0<\/p>\n<p style=\"font-weight: 400;\"><strong><em>Francesco Calcara, Senior Vice President Global Marketing and Communication Alfa Romeo:<\/em><\/strong><\/p>\n<p style=\"font-weight: 400;\">\u201cL&#8217;inaugurazione del primo <em>flagship store<\/em> al Mondo con la nuova <em>Brand Identity<\/em>, qui a Milano, per noi rappresenta un momento cruciale, l\u2019opportunit\u00e0 di ispirare il mondo dall\u2019Italia rimanendo fedeli alle nostre radici.<\/p>\n<p style=\"font-weight: 400;\">Con Tonale, in Alfa Romeo \u00e8 in atto un&#8217;evoluzione radicale verso la nuova era della connettivit\u00e0 e dell\u2019elettrificazione: la \u201cMetamorfosi\u201d non si applica solo ai prodotti e alle tecnologie, ma ridefinisce l\u2019intera <em>customer experience<\/em>, inclusa la qualit\u00e0 dei servizi e appunto la Brand Identity.<\/p>\n<p style=\"font-weight: 400;\">Alfa Romeo vuole offrire ai propri clienti esperienze immersive e persino viscerali in tutti i punti di contatto con il marchio, in primis presso i nostri rivenditori, dove il cliente potr\u00e0 esplorare l\u2019intero ecosistema del marchio, al centro di una esperienza di acquisto premium\u201d.<\/p>\n<p style=\"font-weight: 400;\">\u00a0<\/p>\n<p style=\"font-weight: 400;\">\u00a0<\/p>\n<p style=\"font-weight: 400;\"><strong><em>Paolo Romano, General Manager Stellantis &amp;You Italia:<\/em><\/strong><\/p>\n<p style=\"font-weight: 400;\">\u00a0\u201cSiamo fieri e orgogliosi di poter essere il punto di partenza della nuova era Alfa Romeo; tutto il team di Stellantis &amp;You Milano \u00e8 pronto ad accogliere i clienti nel nuovo scrigno che custodisce i gioielli di casa Alfa Romeo, trasferendo tutta l\u2019elevata passione e competenza che un premium brand come Alfa Romeo necessita\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":66209,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[354,262],"tags":[],"class_list":["post-66208","post","type-post","status-publish","format-standard","has-post-thumbnail","category-alfa-romeo","category-novita"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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