Symbolically located where Portello, Alfa Romeo's first production site, was located in 1910, the new Alfa Romeo flagship store is a minimal and technological space that harmoniously combines the elements that make it up.
Outside the structure, visitors are greeted by traditional cursive writing above them and a large reflective red totem.
Inspired by nature, the interior of the showroom combines materials with unique tactile effects and innovative textures.
In the Lounge area, it is possible to discover the legendary history of the brand by leafing through various books, to buy derivative products or to relax with a coffee.
The “Join the Tribe” space, on the other hand, is a portal looking to the future where it is possible to preview the next releases of the Biscione.
There is also a private space for purchases and a location for after-sales service.
The undisputed star of the Milan flagship store is the new Alfa Romeo Tonale, the first electrified compact SUV in its history, a strategic model literally carrying the future of the brand on its shoulders.
If it were to be a commercial failure, Carlos Tavares, the boss of Stellantis, has already announced that he would draw a line under Alfa Romeo.
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