Coffee by Alfa Romeo is an experimental product, designed to test if a brand can be 'flexible'. This means creating a product that is outside of the companies usual markets but could be feasible and successful for them. Coffee by Alfa Romeo was created to be served at showrooms and events as well as being sold to customers.
The design seeks to promote the history of the traditional Italian brand by using a historic wiring diagram as one of the main features of the product's design. With a limited edition variant using the shapes of the legendary Fiorano race circuit.