Last weekend the famous Earls Court Exhibition Centre turned into a small piece of Italy for three days, as Italian culture and its lifestyle values came bursting into Central London. 'Viva Italia' was a celebration of Italian fashion and design, arts and crafts, food and wine, travel and tourism, interior design and properties, football and fast cars, cinema and classical music - all under one roof.

Passion for all aspects of the Italian way of life is currently booming in the United Kingdom, as more and more English people aspire to the Southern European nation's core values. Italy certainly has no equal when it comes to generating a sense of style and sheer panache, in fact no other country is even remotely in sight. And in the UK interest in this way of life - and the sense of freedom it conveys - has never been higher, with more than 2.5 million Britons visiting Italy last year and demand for Italian made prestigious products increasing by three percent last year.

And when it comes to the concept of exhilarating freedom the Italian way, two words instantly spring to mind: Alfa Romeo. The iconic brand - who have been creating highly desirable, sporty cars for almost a century now - are based in the world's undisputed style capital, Milan. In fact, earlier this month US market research giant, the Harris Institute, found that the Alfa Romeo brand name created the greatest sense of freedom to adult consumers who were being questioned over twenty one of the world's biggest carmakers. And so it was only natural that Alfa Romeo should present their alluring range of dazzling cars at last weekend's Viva Italia exhibition in Central London.
 

Viva Italia - the first major exhibition to be held in the UK dedicated solely to the Italian way of life - swept into the majestic Earls Court Centre from Friday 23rd to Sunday 25th September. Just about every aspect of Italian culture could be found arrayed in the vast halls. The waft of delicious Italian cookery mingled with sharp, stylish fashion shows being presented on a classic catwalk, the melodious notes of many of Puccini's Operatic classics neatly contrasted with an 'Italian Cinema' which screened a upbeat programme of famous Oscar-winning movies. Language lessons, art lectures, travel and tourism seminars, and property buying guidance, all combined to give proceeding an authentic, Italian feel.

Alfa Romeo UK presented their collection of sleek, alluring and highly desirable cars, which naturally took centre stage in the many visitors' affections, and affinity for in the Milanese brand was excellent. "The cars got a lot of compliments, especially the gorgeous GT Coupé which never ceases to draw attention, and many visitors were very keen to follow through their interest further," reported Alfa Romeo UK Marketing Manger Roland Ellison. "We're delighted by the reception we received. This year was certainly a learning year for both us and Viva Italia, and we expect to be back next year to support this demonstration of Italian values in the heart of London," he added.