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 2011.
As part of Alfa Romeo's global relaunch plan, the Museum in Arese - symbolic location for the company's
history – has been identified as the fulcrum of the brand's rebirth: not by chance it was reopened to the public
on June 24th, 2015 during the world preview of the new Giulia. a caso è stato riaperto al pubblico, il 24 giugno
2015, in occasione della preview mondiale della nuova Giulia.
The restored building, situated just a few kilometers away from Milan city centre and the Expo area, is
characterized by a new element, the red canopy, which guides the visitor through 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 rebirth: a modern feature, set
within a 1970s architectural context, which provides the necessary link between past and present.
The museum's layout emphasises the identifying features that belong to the Alfa Romeo DNA; depicted
through a charming luminous installation that stretches across the building vertically: lights, words and signs
of style that come to life in a display with a descending helical motion, symbolising stylistic continuity and
technological consistency in time. 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; Bellezza (beauty), which teams style with design; Velocità (speed), summing up
technology and light weight. To each principle is devoted a floor of the Museum.
Timeline occupies the entire first floor, with a selection of 19 cars which best 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 men 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 Bellezza and features several themed areas. The
layout 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 meet the stars of Alfa Romeo's major
victories: from “Nasce la leggenda” (A Legend is Born), a spectacular multi-media space which groups
together the stars 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 DNA). 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.
Images ... Peter Singhof