Stand Alfa Romeo
Modular cells with a high-tech image in glass and aluminium and a display space conceived to represent the brand value and its glorious past. The design of the stand for the European Motor Shows 2002-2003, beginning with Bologna Motor Show 2002, presents a unified image capable of standing out in the competitive context and the high degree of visual disorder typical of motor shows, amid the different messages from architecture, graphics and lighting design. Having to adapt to the dimensions of the plan and the height of the different exhibition spaces, Camerana produced a series of modules that can be moved and organized to create different compositions. These sectional elements answer to the different functions of the stand and can be used to exhibit messages of graphic design, engines or to form small meeting rooms.
The standard module, in curved calendered aluminium, deliberately seeks to evoke in its colour, materials and design science-fiction movies and the spirit of the sixties, which correspond to the most successful period of the Alfa Romeo brand and its sporting and technological vocation. The smallest element is the half module, featuring two windows. The largest one is the “mega-module” , designed to house the press and VIP room, built as an aluminium and glass structure raised off the ground on slender steel pillars inspired by the mobile macrostructures proposed by the radical Archigram group. The dreamlike and high-tech atmosphere of the 1960s also characterizes the display area for automobiles, conceived as a “gallery of light”, in which the cars seem to float in a space defined by an opalescent floor and the backdrop walls and ceiling, all backlit. The evocative power of light is also used to illuminate the cars, achieved using technologies from the world of spectacle. A second series of stands (from Geneva 2004 to Geneva 2005) was produced at the management’s request, in more traditional fashion, in the red colour that distinguishes the Alfa Romeo brand.