Alitalia introduced its new brand, new aircraft livery and new visual identity.

The airline also announced product upgrades across all classes of service on its international wide-body fleet with the aim of repositioning itself on the world stage as a leader in superior service and a powerful ambassador for Italy.

Built around a new concept of exclusivity, Alitalia’s new Business Class introduces a restaurant-style ‘Dine Anytime’ service, along with a more personalised and unobtrusive delivery style from the cabin crew.

Italian meals will be served at a time requested by the guest and will be served course by course and delivered by hand, removing the need for an aisle trolley and providing a bespoke dining experience.

Another new culinary feature in Business Class is the Spuntino menu, which features a selection of delicious snacks that can be enjoyed throughout the flight.

The cuisine and beverage offering reflects the finest Italian culinary traditions, using original and seasonal ingredients and accompanied by fine wines from Italy and around the world, selected by Alitalia’s own sommeliers. Inflight tableware features Richard Ginori fine bone china and stylish silverware.

A turn-down service is to be offered on all Airbus A330 and Boeing 777 flights featuring Alitalia’s fully lie-flat Business Class seats. A bedtime beverage will be offered and wake-up and breakfast time established with the guest.

On shorter flights a new ‘Piccola Colazione’ quick breakfast is offered.

Seats in Business Class will be upholstered in fine leather by Italian furniture-maker Poltrona Frau, intricately stitched, and reminiscent of the interiors luxury sports cars.

Lighter secondary colour shades are used to enhance the feeling of superior quality and elegance.