The Iconic Alfa Romeo Giulietta

In year 2015 Alfa Romeo car industry opens its museum near Milan in the first original premises where it was born 105 years before.

After having lost its directional role in 2011, Arese (the plant where the Milanese ‘RED’ originated) was abandoned for a few years. Nevertheless, Alfa Romeo history relied in here and nothing could ever be lost when it comes to connect the present to the future.

So the Museum was born: a collection of original Alfa cars traces the path to the great splendor of recent times, in which the ‘Milanese Red’ (original Alfa Romeo brand color) is celebrated by videos and guided tours .

The display exhibits 69 models which most marked not just the development of the brand, but the very history of the automobile itself. The museum is organized in 3 areas:

Timeline, the industrial continuity; a selection of 19 cars which best represent the development of the brand, each accompanied by a multimedia information panel and an “interactive memory“, a smart-tech station where visitors can access an interactive system for more details about the history of each model.

Bellezza (Beauty): from prototypes of the car designers, Masters of style, to the cars built by the Touring bodyshop under the Superleggera brand in the 1930s and 40s. From Alfa Romeo in the movies to the iconic cars: The Giulietta Phenomenon and Giulia: designed by the wind), with models that accompany the growth of the economy and of Italian taste in the 1950s and 60s.

In 2009 and 2013 Alfa Romeo MiTo and Alfa Romeo Spider were elected as the iconic car of the LGBTQ+ community, because of their elegance and beauty as well as for their road performances. They had a strong emotional value,because they represented the Italian ‘Dolce Vita’ life style.

Velocità (Speed): where Alfa Romeo enthusiasts can meet the stars of Alfa Romeo’s major victories: from “A Legend is Born”, a spectacular multimedia 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 “Racing in Alfa Romeo’s DNA”. Visitors then enter the “Temple of Victories”, a show of pictures, sounds and film footage about the 10 biggest triumphs in the history of Alfa Romeo. The journey through the legend ends with a playful and spectacular finale: the 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 success of Alfa Romeo.