Alfa Romeo DNA

In its original combination of appearance and substance, the Alfa Romeo’s booth to the 2011 Frankfurt Motor Show was designed to reduce as much as possible the threshold between exterior and interior, image and essence.

The road, a sensual and dynamic sign, is the ideal terrain on which to represent Alfa Romeo. Harmonically curved and stretched, the road becomes real in a three-dimensional sign that composes the backdrop of all exhibition space. From a simple scenario for cars, the road is transformed into a container, a place in which telling the story of Alfa Romeo’s soul. The main façade, thus articulated, does not define a threshold between inside and outside, emotions and substance, but an open exhibition space, favouriting an intimate relationship between brand and visitor. The exhibition space is designed for a gradual discovery of brand’s values, usually hidden with a view from outside. Like peeling a fruit, first we observe its image, shape, colour, and then we discover its content, smell, fragrance and finally its taste. All these experiences come together in a single gradual sensory journey inside the stand.