Alfa Romeo Villa d’Este: design story

Automotive Design 16 Jun 2006
Alfa Romeo Villa d’Este: design story

Thanks to Ross McSherry, the winner of “Stile Italiano Giovani” 2006 Design Competition, we publish an exclusive design story of his Alfa Romeo Villa d’Este project, including many sketches and photos from the development process.

The 23 years old designer Ross McSherry is the winner of the 2006 edition of "Stile Italiano Giovani" Design Competition.

In this exclusive article he speaks about the development process of this luxury coupé.

It is a really impressive project, as Lorenza Pininfarina pointed out: "The power of semplicity, typical expression of the Italian style.

"Today the automobile style is generally characterised by a redundant number of decorations and complicated lines; in this situation, our appreciation is intended to underline the courage demonstrated by a young Englishman in proposing simple and balanced solutions framed in a functional context.

"The design of the general layout and the model add value and maturity to the project."

The concept behind the project

Alfa Romeo Villa d'Este concept sketchThe initial brief for the project was to develop a ‘range topper’ Alfa Romeo based upon the forthcoming Maserati Quattroporte platform.

It looks to create an ‘ultimate’ Alfa, making a bold statement about the future of the company and the brand’s identity, whilst considering the company’s rich heritage, its tradition and how people perceive the brand.

Alfa Romeo is one of the few brands that are capable of creating truly timeless designs that have strong emotional appeal.

The company has recently been repositioned in the Fiat brand portfolio to be grouped with Maserati for future product-developments.

Alfa Romeo Villa d'Este design rendering
Alfa Romeo Villa d'Este design rendering

Alfa Romeo Villa d'Este design renderingThe proposal takes this into account, building on Alfa Romeo’s strong heritage to offer a refined, elegant solution that will compliment the Maserati-sourced platform.

The concept’s closest market competitors are the Mercedes Benz CLS or BMW 6-Series, both luxury coupes that are technically excellent but lack the spirit and emotion that can be offered by an Italian company.

Design Influences

1949 Alfa Romeo 6C 2500 Villa d
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