Outside the L.A. Auto Show, Alfa Romeo Stelvio Becomes Larger than Life
📍 Hotel Figueroa in downtown Los Angeles.
To coincide with the global reveal of the All-new Alfa Romeo Stelvio, our media planning team at UM Worldwide knew that we had to go big. The stage was set, quite literally at the Los Angeles Convention center for the debut of the 2018 Model Year Alfa Romeo Stelvio, midsize-luxury SUV. To mark the occasion we decided to recruit a few talented artists to paint a giant mural on the side of a building in Los Angeles. The selected location was on the north-east facing side of the Hotel Figueroa. The 70-foot wallscape would soon see millions of passers-by due to being located on the highly-trafficked Figueroa street.
We liked the location mostly because it was downtown and Figueroa street was a popular route to-and-from the convention center, ensuring attendees and press-alike would take notice. It took the muralists only a week (and fighting through 2 rain days) to finish the piece. It was completed on November 16, the same day that Alfa Romeo Stelvio was debuted to the world.
Hotel Figueroa, located at 939 S Figueroa St, in downtown Los Angeles, California.
Sure, it would have been easier to erect a large billboard, but what fun its that!? The finished mural wound up capturing headlines- and creating lots of mystery around the impending global reveal. It was certainly a more unique and a fitting way to celebrate the launch of the historic Italian brand’s first ever SUV.
“From afar, the paint job looks so good that it may as well be a billboard. ”
Following its debut at LA Auto Show, Stelvio earns top honors.
At the show that year, the Alfa Romeo Stelvio went on to secure the automotive industry’s most prestigious award: Best In Show. At the Los Angeles Convention Center, guests watched as the 2018 Stelvio revved past the luxury industry.
