PRESS RELEASE
ALITALIA DEBUTS THE NEW “DOLCE VITA” VIP LOUNGE
700 SQUARE METERS OF ELEGANCE, INNOVATION, STYLE, FINE FOOD & WINE
A TESTAMENT TO THE “MADE IN ITALY” BRAND
STUNNING FLIGHT SIMULATOR OFFERING A DYNAMIC 360 VIRTUAL EXPERIENCE
FIRST EVER STEROSCOPIC VIDEO WALL WITH LENTICULAR 4K 3D TECHNOLOGY
Rome, March 8, 2012 – Alitalia debuts the “Dolce Vita” VIP Lounge, a new space situated in
Leonardo da Vinci Airport’s Terminal 1 Departures area.
”Dolce Vita”, 700 square meters of newly designed space and enhanced services exclusively for
passengers traveling in Magnifica, Ottima, Business, Comfort and for members of Club Alitalia
Freccia Alata Plus, Freccia Alata and SkyTeam Elite Plus.
The new space replaces the celebrated “la Bramante” lounge, the most frequently used by Alitalia
passengers. The Company chose this natural location to introduce the central theme of its new
concept in lounges – to be more than just a place to relax while waiting for a flight departure but a
place that embodies the best of what Italy offers to the world. The new lounge can be defined as
Alitalia’s “flagship store” showcasing distinguished and innovative Italian brands including “illy”,
“Eataly”, “B&B Italia”, “MDF Italia”, “Prandina, “Gruppo Sintesi” and “FSC Professional Show
S.p.A.”
The project was conceptualized with the collaboration and vision of Robilant, and with Paolo
Castelli S.pA.’s extraordinary efforts, which ensured completion of the space, the largest of
Alitalia’s 15 lounges, within just two months
The “Dolce Vita” lounge staff uniform has been embellished with quality accessories designed by
“Independent Ideas” including stylish scarves for women and elegant ties for men. Both
accessories adorn the “Made in Italy” logo.
Upon entering the “Dolce Vita” guests will see an “ETT Solutions” video wall, which displays a
stunning and dynamic aeronautics show, instantly providing a feeling of an efficient, functional
and sophisticated environment.
Alitalia’s new lounge is the only airport lounge worldwide to boast the first ever auto stereoscopic
3D monitor installation with lenticular 4K technology by “MMD Philips”. This new digital signage
was very recently unveiled at the Systems Europe Event 2013 in Amsterdam.
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An aeronautic theme is a central component to the overall design of the “Dolce Vita” lounge, from
the materials used in the furniture and welcome desk, to original aircraft accent pieces
transformed into functional objects d’arte such as the “ogive” shaped floor lamps and overhead
lighting, to a suspended multi touch screen.
The aeronautic theme is further amplified by a flight simulator, allowing guests a virtual and
thrilling flight experience as seen from the cockpit.
Take-off, cruising and landing simulations can be experienced under various climate conditions
with realistic and accurate reproductions of airports and aerial views, all designed by the FSC
Professional Show S.p.A.
The “Dolce Vita” lounge is divided in 2 general sections to allow optimal traffic flow:
• Left side of the entrance is the refreshment and relaxation area
• Right side of the entrance is the service, check-in and e-ticketing area
The Pilot Bar is located in the refreshment and relaxation area where guests can partake from
a fine culinary selection of “Made in Italy “delights courtesy of Eataly, prestigious wines served
onboard and a robust espresso courtesy of “illy”.
Courteous, efficient and friendly, the service provides guests with a meaningful and memorable
culinary experience.
This area of the lounge includes the Sofa Paradise Zone, designed for guaranteed relaxation.
Guests can rest and recharge in complete comfort on inviting chaise lounges or couches created
by Patricia Urquiola and made by B&B Italia. Furnishings in the anteroom include tables by Orbit
from the Sitesi di Gruppo Sintesi collection, and the “Flow chair” by MDF Italia. Magazines and
newspapers are available.
The service area, comprised of 9 help desks, 5 for check-in and 4 for ticketing, provides guests
with guaranteed service and assistance. Designed by ETT s.r.l., this area is vibrant, dynamic
and includes a work space with tablets and wireless printer. A multi-touch screen allows the user
to navigate the world of Alitalia destinations.
A selection of Italian-made items exclusively designed for Alitalia are displayed for viewing and
available to purchase online.
A unique feature of The “Dolce Vita” lounge is the “Green Tube”, a structure in the form of an
aircraft’s fuselage. Accent lighting designed by Loft F21 di Prandina illuminates the entire area
while focusing on the Alitalia brand.
Floor to ceiling windows overlooking Leonardo Da Vinci Airport and runways complete the visual
and sensory experience of air travel.
“With the debut of Dolce Vita, Alitalia takes a step forward, in line with a marketing strategy that
places the needs of customers at the forefront, offering the best of the “Made in Italy” brand innovation, functionality, excellence, elegance” says Gianni Pieraccioni, Alitalia’s Chief
Commercial Officer. “The memorable and iconic name Dolce Vita was chosen because it easily
evokes the elegance of Italian style within a modern, aeronautic environment.
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“Dolce Vita” is one of 15 Alitalia lounges. Complimentary access to Alitalia lounges is reserved
exclusively for members of Alitalia Freccia Alata Plus, Freccia Alata, SkyTeam Elite Plus and
travelers holding tickets in Magnifica, Business, Ottima or Comort Class.
Entry to Alitalia Lounges can be purchased for 30.00 euros per person at any Alitalia airport ticket
counter or by calling 89-20-10
Frequent Flyer members of Club Ulisse and Club MilleMiglia have the opportunity to purchase a
yearly pass that permits entry to the lounge, valid for a period of 12 months from date of
purchase. The pass allows members to bring one guest at no additional charge. The cost of
enrolment is 600.00 Euro and is purchasable exclusively online in the MilleMiglia section of
Alitalia’s website.
Details of the offer can be found at alitalia.com by clicking on “Travel” and then choose “Lounges
at the Airport”.
Per informazioni alla stampa:
For Press Office:
Antonella Zivillica
Responsabile Relazioni con i Media Alitalia
Tel. 06-65638950
Email. ufficio.stampa@alitalia.it
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