Alfa Romeo Museum
Alfa Romeo Museum re-opens
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5th July, 2015
Alfa Romeo is opening its historical museum in Arese, Milan, Italy to the
public once again; the museum – named “La macchina del tempo” - hosts a book shop, café, documentation centre, test drive
track, events venues and a showroom with a customer delivery area: it is a connection between the past and present.
“La macchina del tempo – Museo storico Alfa Romeo”, opened once again to the public on 30th June and it will be open
to visitors every day, except Tuesdays, from 10AM to 6PM, with extended opening hours until 10PM on Thursdays.
The Museum is home to the most significant pieces in Alfa Romeo's historic collection, which was put together from the
early 1960s onwards. It was inaugurated in 1976 and was open to visitors by reservation only. Following the
decommissioning of the Arese production plant and the ensuing loss of the Centre's directional role, the museum was
closed in 2009.
At the end of 2013, the architect Benedetto Camerana was called upon to propose a new design that would integrate the
relaunch objectives of the brand with the need to preserve the building. The works started in summer 2014, and in less
than 12 months, a major restoration project affecting the entire complex was completed and achieved by FCA
The architectural project redesigns the functionality of the directional complex, adapting it to new activities and to
the expected visitor flows. The key element in the design is the red structure which crosses the entire complex: from the
projecting roof over the visitor entrance, through the entrance and right up to the start of the display route with the
new escalator architectural feature. This last architectural addition, which can clearly be seen from the motorway owing
to its bright “Alfa red” hue, is the symbol of the Museum's reopening: a modern feature, set within a 1970s architectural
context, which provides the necessary link between past and present.
The display exhibits 69 models which most marked not just the development of the brand, but the very history of the
automobile itself. From the very first A.L.F.A. car, the 24 HP, to the legendary Mille Miglia winners such as the 6C 1750
Gran Sport driven by Tazio Nuvolari, the 8C coachbuilt by Touring and the Gran Premio 159 “Alfetta 159” world Formula 1
winner driven by Juan Manuel Fangio; from the Giulietta, iconic 1950s car, to the Championship 33 TT 12. The very essence
of the brand has been condensed into three principles: Timeline, which represents industrial continuity; Beauty, which
teams style with design; Speed, summing up technology and light weight. Each principle is devoted a floor of the
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Timeline occupies the first floor, with a selection of 19 cars which represent the development of the brand,
each accompanied by a multimedia information panel. The exhibit is completed by an "interactive memory", a smart-tech
station where visitors can access an interactive system for more details about the history of each model. The
installation entitled “Quelli dell’Alfa Romeo” narrates how a legend was formed in over 100 years thanks to the work of
thousands of people who contributed to the company's growth: from the workers to the mechanics, testers and designers,
engineers and white collar workers.
The second part of the exhibit , on the ground floor, is called Beauty and features several themed areas. The
lay out has been designed with dynamic and smooth lines that recall the style of the major Italian coachbuilders: from
the “I maestri dello stile” (Masters of style), which combines 9 major design examples from each era, to “La scuola
italiana” (The Italian School), displaying cars built by the Touring bodyshop under the
Superleggera brand in the 1930s and 40s. In the centre lies “Alfa Romeo nel cinema” (Alfa Romeo in the movies). This is
followed by “Il Fenomeno Giulietta” (The Giulietta Phenomenon) and “Giulia: disegnata dal vento” (Giulia: designed by the
wind), with models that accompany the growth of the economy and of Italian taste in the 1950s and 60s.
The third part is dedicated to Speed and it stretches across the entire sub-ground floor. This is the most
exciting area, where Alfa Romeo enthusiasts can see the signs of Alfa Romeo's major victories: from “Nasce la leggenda”
(A Legend is Born), a spectacular multi-media space which groups together the drivers of the epic competitions between
the two world wars, through to the début in F1 racing, “Progetto 33” and “Le corse nel DNA” (Racing in Alfa Romeo’s
Visitors then enter the “Tempio delle vittorie” (Temple of Victories), another space where a show of pictures, sounds
and film footage presents the 10 biggest triumphs in the history of Alfa Romeo. The journey through the legend ends with
a playful and spectacular finale: the “bolle emozionali” (emotional bubbles) dedicated to the experience of the Alfa
Romeo world, with 360° virtual reality film footage, and a full-immersion room where visitors sit in interactive
armchairs and watch 4D films dedicated to the legendary successes of Alfa Romeo.