Giulia, Stelvio and Giulietta B-Tech seen through the famous Milanese photographer’s lens in a photoshoot that recounts the unique identity of the Brand and the spirit of Italian excellence with originality, elegance and style
The people clustered around a car, focusing all their attention on it, immediately bring to mind the world of racing, the breathless rush of a pit stop, telemetric checks. Especially in the season of Alfa Romeo’s Formula 1 comeback. But as the shot broadens out, some features are transformed, casting doubt on this impression: Giulia, Stelvio and Giulietta B-Tech stand out against an almost virginal white background, surrounded by photographic lamps and umbrellas, and the people looking after them are concentrating on their exclusive micalized burnished trims, including the V-insert in the front cloverleaf, the mirror caps, the tailpipes and the wheels with monochrome hub cap. They are concentrating on the stylistic details that highlight the sculpted bodywork, the cars’ aggressive spirits and their personality. Directing them, Giovanni Gastel.
In fact, the famous Milanese photographer is portraying the new Alfa Romeo models in an exceptional photoshoot that recounts the unique identity of the Brand and the spirit of Italian excellence with originality, elegance and style Gastel’s family history puts him in a unique position to represent Italy through the camera: he is the nephew of Luchino Visconti, who recorded the leading icons of his time on film for posterity. He has inherited Visconti’s elegant, erudite style, a typically Italian style – well bred, restrained and distinctive. A style very different from fashion, which tends towards the lowest common denominator. Gastel’s photographs, in contrast, portray rare elegance in unique shots and become items of beauty in their own right, capable of giving substance to appearance.
In Giovanni Gastel’s view, art is not concerned with reality, but merely alludes to it to construct a world of imagination and interpretation, in a symbolic, alternative key: therefore, his photographic style is immediately recognisable, just like the Italian design and manufacturing he has always portrayed so well and in so many ways. Italian excellence has always been expressed in apparently unrelated fields, yet in all of them it is respected and esteemed worldwide. Alfa Romeo is one of the most admired of all Italian products, with the strength of a unique, constantly evolving history unmistakably expressed in the details, subtle traits and personalities of today’s cars, each one a rich, highly individual mechanical creation. With the B-Tech range, Giulia, Stelvio and Giulietta combine even more lavish technological equipment with an irresistible look, enhanced by micalized burnished finishing touches.
On-board technology and comfort are essential for any modern motorist, but the motorists who choose Alfa Romeo demand even more: they expect exciting engineering to be reflected not only in driving pleasure but also in safety, connectivity, innovation and distinctive, eye-catching looks. Engineering, technology, style and beauty: all keys to interpreting Giulia, Stelvio and Giulietta B-Tech. It takes an astute, sensitive eye used to thinking outside the box to portray all the riches these wonderful cars offer. The photoshoot in which Giovanni Gastel interprets the new B-Tech models takes just such an approach.
Design, technology and sportiness
The photographer has worked along thematic lines and emphasised the B-Tech range’s characteristics, using unusual schema and exploiting his immense compositional talent to juxtapose different worlds, always with impeccable style and his own ideal of elegance. His representation of the cars’ design proceeds by association: the simple, elegant interior and the muscular profile of Stelvio B-Tech, for example, are teamed with lights by Artemide, the historic Milan firm which has won many international awards. Alongside items that have won a place in the history of Italian design, a model representing the modern, constantly connected designer, seeking pleasure and an exclusive experience at the wheel of a car.
With the B-Tech range, Giulia, Stelvio and Giulietta combine even more lavish technological equipment with an irresistible look, enhanced by micalized burnished finishing touches. So we see a dark model and a businessman who still demands sporty performance on board Alfa Romeo Giulia B-Tech. This is the car that has introduced the new brand paradigm, and successfully combines the most splendid Alfa Romeo tradition with the finest technology. Interpretation becomes personification: in Giulietta, the aggressive leader of its segment, the timeless fashion of a suit and tie and a young fashion model, ready for a cocktail, meet.
And in the bustle of preparations on the set in search of the best angle from which to shoot the car, the make-up artists work on the models, dusting off a hat or costume. This is technology bordering on beauty, a dialogue taking place in Milan, home town of both Giovanni Gastel and Alfa Romeo, proving the city’s character once again as the enterprising capital of innovation, style and experimental languages.
Turin, 12 September 2018