First Geely Site in Italy – External Identification in Rome, Via della Magliana

January 13, 2026
  • Facciata frontale dello showroom Geely a Roma con logo retroilluminato, grandi vetrate che mostrano l’interno espositivo e piazzale asfaltato in primo piano, progetto di identificazione esterna e allestimento facciata realizzato da Progim Sign.
  • Vista prospettica dello showroom Geely a Roma con edificio grigio a sviluppo longitudinale, vetrate continue illuminate verso il piazzale e insegna Geely in sommità, rebranding esterno e allestimento architettonico curati da Progim Sign.
  • Totem verticale Geely posizionato all’ingresso dello showroom di Roma, con logo in rilievo su struttura grigio-blu e lunga ombra sul piazzale, elemento di segnaletica esterna progettato e installato da Progim Sign.
  • Area parcheggio pavimentata davanti allo showroom Geely di Roma con strisce di sosta bianche, serie di bandiere brandizzate lungo il marciapiede e totem verticale Geely a bordo strada, allestimento esterno e segnaletica coordinata realizzati da Progim Sign.

Client: Geely
Dealership: Geely
Address: Via della Magliana 296, Rome
Progim Sign Project Managers: Adele Bernardi, Francesco Barbaglio

A pilot project for the first Geely site in Italy

The intervention by Progim Sign in Via della Magliana 296 in Rome represents a strategic milestone: this is the first Geely site built in Italy, a pilot project tasked with translating the brand identity into the Italian market context.

The goal was to clearly define the external identification of the site, ensuring visibility, legibility and consistency with Geely’s guidelines, laying the foundations for future locations in the national network.

Technical site survey and development of the solution

The project began with a detailed technical survey of the building and its façades, essential to understand the volumes, proportions and constraints of the site.

Based on this analysis, Progim Sign developed a preliminary project focused on external identification, identifying:

  • The most suitable surfaces to host the façade signs supplied by Geely’s approved manufacturer;
  • The ideal position for the entrance totem, a high-impact element for those arriving from the main road;
  • The alignments required to ensure a clean, orderly reading of the brand along the entire frontage.

Façade signs and plinth-mounted totem

For this site, the façade signs were supplied directly by Geely’s manufacturer and installed by Progim Sign in full compliance with the provided specifications.

In addition, a totem manufactured by Progim Sign was produced and installed on a dedicated plinth. This vertical element reinforces the site’s identity and makes the presence of the Geely brand along Via della Magliana immediately recognisable.

The intervention is completed by signs dedicated to the Jameel Motors brand, integrated into the overall layout to highlight the role of the company responsible for marketing the Geely brand.

Coordination with other contractors and materials management

As the first Geely site in Italy, the project required careful coordination with:

  • QUOIN the design studio responsible for the general site layout;
  • The company that executed the new façade cladding;
  • Other firms involved in the external works.

Progim Sign managed material storage and adapted installation solutions to the specific features of the site, working to integrate the signs precisely into the new cladding and maintain the clean formal appearance required by the brand.

Installation and quality control

The installation was organised over two working days, with two specialised teams dedicated respectively to work at height and to structural fixing operations.

Particular attention was paid to:

  • The alignments and proportions of the façade signs;
  • The correct positioning and verticality of the plinth-mounted totem;
  • Finishes and junction details with the new façade cladding.

At the end of the activities, the project was validated by Geely in accordance with the applicable regulations and the brand’s standards, confirming full compliance with the client’s requirements.

Result: Geely’s first showcase in Italy

The intervention in Via della Magliana in Rome marks the opening of the first Geely site in Italy, becoming a genuine reference showcase for the brand’s entry into the national market.

The combination of façade signs supplied by Geely, the Progim Sign totem and the Jameel Motors signage, all integrated into the new architectural cladding, delivers a clean, recognisable frontage aligned with the brand’s international image.

The experience gained from this pilot project will form the basis for the development of future interventions on the Geely network in Italy, confirming Progim Sign’s role as a key partner for external identification and rebranding in the automotive sector.