Alfa Romeo has launched its first flagship showroom in Hong Kong featuring the brand's new identity, which includes the addition of a new colour and a new design. This aims at reinterpreting the brand's classic style in a contemporary way and providing a holistic brand experience for customers and the Alfa Romeo tribe.
The new showroom features a modern and linear design, creating a minimalist and technological space that harmoniously combines these elements. Visitors are welcomed right at the door by the traditional cursive writing located above where they stand, and a large, reflective red totem at the entrance that contributes to providing a visceral experience. These elements represent the brand’s values, creating a symbiosis between the “tribe” and this new Alfa Romeo location.
The space features the historic “Alfa Red", a vibrant and bold colour recalling the visceral emotions that have made this brand a symbol of Italian noble sportiness since 1910. The vibrancy of the red colour is paired with the elegance of gray, which, in its many different shades, expresses the brand’s premiumness and the trailblazing technology in the Alfa Romeo range.
Inspired by nature, the interiors of the showroom combine materials with unique tactile effects, innovative textures, and colorations. The red becomes a splash of magma between rocks, while the warm red LEDs light up all of the display areas.
On the other hand, Alfa Romeo also hopes to provide an immersive customer experience that highlights its values and vision of the future. Apart from offering a venue for customers to visit and buy new cars, the new showroom provides a new experience where guests can immerse themselves in the Italian lifestyle and culture through wine tasting, authentic Turino sipping hand brewed coffee, socialising with friends or fellow Alfa Romeo fans, all while learning about the brand's illustrious heritage and the Alfa Romeo tribe lifestyle.
Billy Hayes (pictured left), head of sales, marketing and regional operations at Stellantis India and Asia Pacific region, said, “Stellantis is committed to growing in Asia Pacific, the grand opening of the new Alfa Romeo showroom in Hong Kong, in partnership with Azzurri Automobile, brings us a step closer toward our ambitions. The team’s expertise and passion for Alfa Romeo will enhance our reach with customers and drive our mutual success as we further grow and develop the Alfa Romeo brand together in Hong Kong and Macau.”
Carmelo Ficarra, consul general, Consulate General of Italy in Hong Kong and Macau, said: "Alfa Romeo has been a symbol of Italian engineering and design excellence for over a century, and I am pleased to see its heritage and passion represented in Hong Kong. This new showroom is a testament to the long-standing cultural and economic ties between Italy and Hong Kong, and the important role that Italian brands such as Alfa Romeo play in promoting trade and cultural exchange between the two regions."
This milestone also marks the Italian brand’s highly-anticipated return to Hong Kong and Macau through its exclusive local distributor, Azzurri Automobile. George Lau (pictured right), founder and CEO of Alfa Romeo Hong Kong - Azzurri Automobile, said: “We are delighted to be the first showroom in the Asia-Pacific and India region to showcase the brand’s new identity, demonstrating the highest standards of brand image and our commitment to bringing the brand closer to Hong Kong car enthusiasts. The showroom is a key channel for customers to experience the unique charm of the brand, and we are committed to injecting Italian-style lifestyle, craftsmanship, and innovation into the showroom, creating a luxurious experience for customers.”
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This data comes from MediaIntel.Asia's Media Intelligence and Media Monitoring Platform.