Museo Storico Alfa Romeo

Alfa Romeo opens the doors to its Historical Museum in Arese Alfa Romeo is celebrating its 105-year anniversary by opening its historical museum in Arese, Milan, Italy to the public, the museum – named “La macchina del tempo” – is the heart of a genuine “brand centre”, and it hosts a bookshop, cafe, documentation centre, test drive track, events venues and a show-room with a customer delivery area: it is the perfect bond between past, present and future. Inaugurated on 24th June during the world preview of the new Giulia, “La macchina del tempo – Museo storico Alfa Romeo”, is set to open to the public on 30th June and it will be open to visitors every day, except Tuesdays, from 10 am to 6 pm, with extended opening hours until 10 pm on Thursdays (www.museoalfaromeo.com). 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. 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. 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 Museum.