Objectives: Alfa Romeo's value proposition 'il cuore sportivo' (heart of sport) is now synonymous with the brand. Our challenge was to recreate this emotion and these values in the digital format, to invent a new concept for the site, in terms of content and form, and to play on the juxtaposition of science and technology on the one hand and the heart and soul on the other. Design: Visitors are guaranteed an emotional welcome, with warm, intense colours and a hazy atmosphere making way for the bold, sleek lines car lovers expect from everything Alfa Romeo, including the website. The architecture offers the utmost flexibility in navigating the site: they can go straight to the model they are interested in - right there on the home page - or they can tour the world of Alfa Romeo, choosing from four different discovery paths: Heritage, Design & Technology, Sport and Community. Alternatively, they can go to the individual country sites or to the Alfa boutique or museum site. This digital experience is bound to satisfy everyone with a 'cuore sportivo'.