ITA Airways is putting the Alitalia brand back in the spotlight again with an exhibition dedicated to Alitalia’s historic uniforms.
A visual legacy, and part of Italy's history
The exhibition is part of the process of historically promoting the Alitalia brand (acquired by ITA Airways as a key distinctive asset of the company’s heritage) from a cultural perspective, and confirming the value of a visual legacy that is part of Italy's history.
The "ability to combine style, quality and customer care"
The Alitalia uniforms, together with their iconic logo, have left their mark on generations of travellers, transforming cabin and ground staff into ambassadors of a unique, recognizable and deeply Italian style. “With this exhibition, we wish to pay tribute to a heritage that is part of our country’s history and which continues to inspire the present and future of ITA Airways,” says CEO and managing director Joerg Eberhart. Alitalia’s historic uniforms tell the story of the convergence of aviation, fashion and Italian identity: a narrative woven from elegance, innovation and a culture of service, which forms part of the company’s ongoing efforts to enhance the Alitalia brand. "This is an inspiration that ITA Airways cherishes and renews every day, making it an integral part of the way it represents Italy, its creativity and its ability to combine style, quality and customer care.”
From historic cockpits to contemporary travel
The exhibition is in three symbolic locations for ITA Airways: the Piazza di Spagna Lounge and the Hangar Lounge, located in Terminal 3 and Terminal 1 respectively at Rome Fiumicino’s Leonardo da Vinci Airport and reserved for the airline’s customers, and the Palazzina Alfa, the airline’s headquarters, thus make them also accessible to ITA staff. The display cases with the uniforms guide visitors through visual themes inspired by different eras: from the cockpits of historic aircraft to the geometry of flight, from references to Pop Art to allusions to aeronautical design and contemporary travel. Each installation showcases a uniform and its context, transforming fabrics, colours and details into a concise yet evocative narrative of Alitalia’s history and the sources of inspiration behind ITA Airways.
