Alfa Romeo, which just unveiled its first model in an unprecedented offensive, is also celebrating this year its 105th anniversary – and one of the celebratory moves is to allow visitor access to its historical museum in Arese, Milan, Italy.
Dubbed “La macchina del tempo – Museo storico Alfa Romeo” the museum is inside a major brand centre that also has a bookshop, café, documentation centre, test-drive track, events venues, showroom and customer delivery area in a business venture that tries to connect the past, present and future of the recovering brand. The museum has been inaugurated on June 24 during the world unveiling preview of the new midsize sedan Giulia and will be open for the public starting June 30. The location gathers some of the crucial models in Alfa Romeo’s historic collection, established back in the early 1960s. The first time the museum was opened was back in 1976 and it was closed down in 2009. Turning around the tide is crucial for the brand, so the global re-launch included the museum’s recognition as a symbolic place.
The museum is now home to 69 models pointing out the development of the Alfa Romeo brand in time, 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. Or we could remember the 1950s Giulietta and the Championship 33 TT 12. The brand’s essence has been split in three parts – Timeline, Beauty and Speed. Last, but not least, the exhibit also features the “Tempio delle vittorie” (Temple of Victories), housing the ten biggest wins in the brand’s history.