Students at the China Academy of Art have had the opportunity to work with Alfa Romeo as part of their transportation design course
In something of an unlikely collaboration, the China Academy of Art (CAA) has teamed up with Alfa Romeo to give students the chance to reimagine models for the Italian brand.
The project began by leveraging connections with Stellantis China and tapping up old friends and colleagues in the design community. According to course leader James Hope, it has been a win-win for all involved. The criteria, he tells Car Design News, was to view Alfa through the eyes of a young Chinese design student, “understanding the emotional feeling of the brand […] without relying on the badge or the iconic grill. To capture the soul of Alfa, if you will.”
There was a close collaboration between CAA, Stellantis China and Alfa Romeo, with the latter supporting reviews and offering design feedback during the course. “During the design brief kick-off we had the design and branding teams come to visit our campus,” explains Hope, “and they brought a new Alfa Tonale and later a Giulia for the students to experience the physical vehicles.”
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