Created by using thousands of photos from owners past and present, historic stills from film, TV and landmark motorsport successes, the Alfa Romeo Giulietta Mosaic is a unique celebration of the Italian brand’s first 100 years.
Unveiled on a billboard in Chelsea, the specially commissioned artwork depicts the latest model to join a centenary of cars – the Alfa Giulietta. The all-new 5-door, which was launched in the summer, combines impeccable safety credentials, Italian style, comfort and functionality with all the dynamic qualities you would expect from the brand.
As a twist on the Alfa Giulietta’s high profile advertising campaign which is fronted by Hollywood A-lister, Uma Thurman, and to mark the contribution made by the thousands of owners who submitted memories of their Alfas for the project, the mosaic bears the strapline ‘We Are Giulietta’.
Sitting side-by-side with the images submitted by Alfisti, the Company raided its heritage image library to include photos which captured defining moments in its rich heritage including the 158 which took the chequered flag at the inaugural F1 World Championship race in 1950 and the legendary Duetto from 1960s classic, The Graduate.
Damien Dally, Brand Communications Manager, Alfa Romeo said: “This piece of artwork communicates the brand in its centenary year extremely well.
“Creating our latest Giulietta model from hundreds of images sent in by fans of the brand and from our heritage really sums up what Alfa Romeo is all about.
“Not only does the final outcome look fantastic, it is also a great piece of memorabilia to mark this special year.”
Every contributor is set to receive a Limited Edition print of the mosaic with the mosaic artwork also on display at art galleries across the UK for fans to enjoy the creation up close.Published 2 November 2010