Alitalia has introduced its new brand, new aircraft livery and new visual identity at a launch event at Rome’s Fiumicino Airport for more than 1,500 Alitalia staff. The airline also announced product upgrades across all classes of service on its international wide-body fleet.
“The new livery marks a major milestone in the history of one of the most iconic Italian brands in the world,” said Luca Cordero di Montezemolo, Chairman. “We have also unveiled the results of the outstanding work to create more comfortable interiors and to introduce a strong, innovative service culture.
“Alitalia’s livery is universally associated with Italy and viewed as iconic and highly-recognised. However, it was clear that it needed to evolve to bring Alitalia into the 21st century in a way that could meet our ambitious objectives and the most demanding market expectations.
“What you see here today is classic Italian style projected into the future with a modern, fresh feel. It is about reconnecting Alitalia with Italy, and promoting Italy in the world. Our entire company is dedicated to working together to make this happen.”
After 46 years, the green band will disappear from the fuselage for the first time. At the core of the new livery is a larger tricolour ‘A’ tailfin, which serves as a powerful representation of the Italian flag across the world. A more modern typeface and non-Italic style conveys the confidence and assertiveness of the new Alitalia.
A warm ivory fuselage adds an element of Italian style and elegance to the scheme, and a sense of speed is created by a refined series of bands progressively leading towards the rear of the aircraft.
The vibrant and contemporary new branding will also feature in the cabin décor of Alitalia’s modern fleet of Airbus, Boeing and Embraer aircraft, allowing for fresher, more stylish, and uniquely Italian interiors that now feature the type of fine detailing and design associated with luxury sports cars.
Leading Italian brands will be largely represented onboard, starting from the new Poltrona Frau leather design on Business Class seats, Frette bedding, Richard Ginori tableware and Ferragamo amenity kits.
The new inflight experience places considerable emphasis on greater customer choice, innovation, quality, and importantly, more personal control over how guests relax, dine and are entertained onboard.
Wi-fi connectivity will progressively be made available on all long-haul aircraft, together with revamped movie galleries and inflight entertainment.
Silvano Cassano, Chief Executive, said: “Just as our new livery simplifies, clarifies and improves our Alitalia logo, so our new service concept simplifies, clarifies and improves our customer offer. It is about putting our guests right at the heart of what we do.
“We have developed this new concept in a way that delivers and showcases the best of Italian style and hospitality, while also taking inspiration from the centres of excellence around the Etihad Partners network. The result is a service concept that incorporates global best practice but which does so with a uniquely ‘Alitalian’ flavour.”