MIAMI — Thursday morning, Alitalia unveiled a new livery on a Airbus A330 which was also named Artemisia Gentileschi after a 17th century Italian artist; she is regarded as one of the most progressive and talented artists of her generation, and the embodiment of courage and human dignity.
The new livery will operate its first flight from Rome to Abu Dhabi on Friday, June 5, and it will return back to Milan.
The New Livery
In a press release, the company writes that “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 which now feature the type of fine detailing and design associated with luxury sports cars.”
What Executives Say About New Livery
“The new livery presented today marks a major milestone in the history of one of the most iconic Italian brands in the world,” said Luca Cordero di Montezemolo, Chairman of Alitalia. He continued: “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.”
Silvano Cassano, Alitalia Chief Executive Officer, 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 which 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 which incorporates global best practice but which does so with a uniquely ‘Alitalian’ flavour.”
According to Mr Cassano, the key driver of success for the new Alitalia would be the company’s loyal and experienced employees. “The business is now entering a new era. Our current investment in training is unprecedented in the history of Alitalia, involving thousands of Alitalia people, to ensure they have the tools to deliver the highest standards in the industry.”
James Hogan, Vice Chairman of Alitalia and President and Chief Executive Officer of Etihad Airways, said: “The old Alitalia was a great brand but a challenged business. Now we are well on the way to seeing the rebirth of this iconic airline, in a new era of commercial success. The steps taken by Alitalia’s senior management team over the last five months are to be applauded. What we see here today is a business growing in confidence. The future is bright for the new Alitalia.”