Alfa Romeo – Giulietta car launch
IDentity was appointed to design, build, install and technically operate a showstand to launch Alfa Romeo’s latest car. The launch locations were major exhibitions venues across the UK, each of which presented individual challenges and requirements.
Our brief was to develop an innovative stand to showcase the new Alfa Romeo Giulietta which would incorporate two cars and multiple applications of AV to immerse the visitor in the Alfa Romeo brand and inform them of the latest developments and technology available on the Giulietta. The stand would incorporate a touch screen configurator so that visitors could customise the Giulietta, and see all the different options available to them. The stand would tour around the UK and be built in a variety of locations, so whilst it needed to be high impact and of outstanding quality to reflect the Alfa Romeo brand, it also had to be portable and quickly turned around. It was a requirement that the stand was a 360 degree showpiece inside and out, as visitors would be welcomed to move freely around it.
IDentity’s solution was to design a stand built from ISO frame with magnetic graphic panels that allowed for quick and easy build and breakdown, with minimal impact to the venues. Our concept was inspired by the iconic Alfa Romeo clover leaf marque which enabled us to subtly divide the key areas of the display whilst not impeding the flow of people through the stand. We developed a touch screen configurator linked to a 65” plasma screen so visitors could customise the car and view the recommended retail price of their configuration. Photographic equipment was also provided so that visitors could take away a customised picture of themselves inside the vehicle.