Leaving 105 years behind, Italian Alfa Romeo opens a museum to display its history for visitors in Milano-Arese in July. The new museum that is dedicated to the extraordinary history of Alfa Romeo has the characteristics of being the heart of the brand. The brand was founded in Milano in 1910 and joined the automotive giant Fiat Group in 1986. The new museum is located in Milano-Arese and displays sixty-nine models.

Among the oldest brands of the automotive world, Italian Alfa Romeo displays its 105-year-old history, which is left behind now. This museum, which is soon to become the new address of automobile enthusiasts, is located in Arese because the city has a symbolic value in the brand’s history for being the home of the first manufacturing facility of the brand. The museum is the host of the historical collection of the brand that was brought together since the beginning of the 1960s until today. Sixty-nine models that are exhibited introduce not only the development of the brand, but also the history of automobiles.

Legendary cars are in here
Many models from the first A.L.F.A. with 24 hp to 6C 1750 Gran Sport used by Tazio Nuvolari are on display at the museum. Gran Premio 159 that was used by the champion of 8C and Formula 1 Juan Manuel Fangio, the legendary Mille Miglia champions such as ‘Alfetta 159’ and the iconic car of the 1950s Championship 33 TT 12 by Giulietta are among the other models that are exhibited at the museum. The museum provides other services: bookshop, café, documentation center, and track for test-driving, event hall, and showroom with a delivery area. The museum that was inaugurated officially in 1976 was for reservation only at the time. Following the divestment of the facility in Arese as the production center, the museum was closed in 2009. Giving the good news of the rebirth of Alfa Romeo, the museum has been through a great transformation process.

Timeline, beauty and speed
The works, which began in 2013, that were lead by architect Benedetto Camerana were centered on a design that would protect its historical texture. The great restoration project that treated the facility to have its visitors a holistic experience started in the summer of 2014 and it was completed in less than twelve months. The main element of the new design was the Red Line that was surrounding the whole building from the protruding ceiling to the visitor entrance and from the new stairs to the exhibition area. This last architectural addition that is visible from the highway thanks to its bright ‘Alfa red’ color symbolizes the rebirth of the museum, as it also resembles the necessary connection between the past and the present. This detail becomes prominent as a modern feature, which is in harmony with the original building, as it also preserves the architectural conditions of the 1970s.

Three different sections
The museum presents the essence of the brand to its visitors in three different sections: ‘Timeline’ that represents the industrial sustainability; ‘Beauty’ that combines style and design; ‘Speed’ that synthesizes technology and lightness. Creating a different section for each principal in the museum is another prominent fact. Timeline, which includes nineteen cars each with a multimedia information panel that presents the company’s development in the best way possible, occupies the entire first floor.

A different type of connection is made with the visitors
An interactive memory, which allows the visitors to access detailed information about the history of each model, complements the exhibit. The second section of the exhibit, which is located on the ground zero floor, consists of a few themed areas. The arrangement of the exhibition is done using dynamic and straight lines, resembling the designs of the great Italian automobile manufacturers. It brings together nine different designs of each era from ‘I maestri dello stile’ (The Masters of Style) of the 1930s to ‘La scuola Italiana’ (The Italian School), which is an exhibition of the Alfas produced in the ’30s and ’40s with bodies by Touring Superleggera. ‘Alfa Romeo nel cinema’ (Alfa Romeo in Cinema) is at the center and followed by ‘Il Fenomeno Giulietta’ (The Phenomenon of Giulietta), ‘Giulia: disegnata dal vento’ (Giulia: Designed by the Wind) and the models that accompany the development of the Italian style in the 1950s and in the 1960s.

The fastest ones
The third section is for ‘Speed’ and it occupies the entire lower floor. The fans of Alfa Romeo meet with the stars of the brand’s greatest victories. The exhibition has a multimedia section named ‘Nasce la leggenda’ (A Legend Was Born) that brings together the stars of the legendary races such as the firsts of F1 races Progetto 33 and ‘Le corse nel DNA’ (Racing through the DNA of Alfa Romeo) that took place between the two world wars.