Alpina – expanding into color
From White Specialist to Color Expert
A new coat of paint for a well-known brand: Alpina – heretofore known in the interior paint market as the white giant for wall covering – is suddenly showing its colors now and moving into the lifestyle segment. In an interview, Alpina executive Martin Rösler talks about what led up to this move and what the methods employed by Hamburg-based agency Sturm und Drang had to do with it.
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