ALFA'S HISTORY ON SHOW: Visitors to the renovated Alfa Romeo museum in Milan, Italy, can experience the automaker's earliest vehicles up close. Image: Newspress
• Alfa Romeo Museum renovated
• 69 vehicles on show
• Timeline, Beauty and Speed themes
• Open to the public
ARESE, Italy - Alfa Romeo is celebrating its 105th anniversary with the opening of renovated historical museum in Arese in Milan, Italy to the public from June 30 2015.
The museum, named “La macchina del tempo – Museo storico Alfa Romeo”, has a bookshop, cafe, documentation centre, test-drive track, showroom and customer delivery area.
The museum-opening coincides with the reveal of the new Giulia.
ALFA HERITAGE PRESERVED
The museum will open to the public on June 30 and then be accessible to visitors every day, except Tuesdays, from 10am-6pm, with hours extended to 10pm on Thursdays.
The museum claims to be home to the most significant pieces in Alfa Romeo's automotive collection, started in the early 1960's. It was first opened to the public in 1976 though access was limited. Following the decommissioning of the Arese factory and the relocation of the brand’s HQ, the museum was closed in 2009.
As part of Alfa Romeo's global re-launch, the museum was chosen as the location for its rebirth.
At the end of 2013 architect Benedetto Camerana was called to propose a new design and the major restoration project was started early in 2014.
The automaker said: “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 its new escalator architectural feature.
"This last architectural addition, bright 'Alfa red' and clearly visible from the motorway, is the symbol of the Museum's rebirth: a modern feature set within a 1970’s architectural context, providing the necessary link between past and present.”
The museum exhibits 69 models; from the first A.L.F.A* car, the 24HP, to the legendary Mille Miglia winners such as the 6C 1750 Gran Sport driven by Tazio Nuvolari, the 8C coach built by Touring and the Gran Premio 159 “Alfetta 159” world Formula 1 winner driven by Juan Manuel Fangio.
Also on show is the iconic 1950s Giulietta and the Championship 33 TT 12.
The museum is split into three themes – Timeline, Beauty and Speed...
Timeline – Alfa Romeo’s history
Timeline represents the industrial history of the automaker and occupies the first floor with 19 cars on show. The installation entitled “Quelli dell’Alfa Romeo” shows the brand’s 105-year journey.
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.
Beauty – style and design
The second part of the exhibit, on the ground floor, is called Beauty and has areas dedicated to the design and style of the brand.
The “I maestri dello stile” (Masters of style) has nine major design examples from each era. The “La scuola italiana” (The Italian School) displays cars built by the Touring bodyshop under the Superleggera brand from the 1930s to ‘40s.
In the centre lies the “Alfa Romeo nel cinema” (Alfa Romeo in the movies), followed by “Il Fenomeno Giulietta” (The Giulietta Phenomenon) and Giuli, with models showcasing Italian style from the 1950s to 60s.
Speed – motorsport victories
The third theme of the museum is dedicated to Speed and it stretches the entire basement level. Alfa Romeo enthusiasts can view the automaker’s motorsport history; from “Nasce la leggenda” (A Legend is Born), a multimedia space which groups the stars of the epic competitions from two world wars, to its debut in F1 racing, “Progetto 33” and “Le corse nel DNA” (Racing in Alfa Romeo’s DNA).
TEMPLE OF VICTORIES
Visitors can also enter the “Tempio delle vittorie” (Temple of Victories), another space where ten of the biggest triumphs in the history of Alfa Romeo are presented.
The museum tour ends with the “bolle emozionali” (emotional bubbles) dedicated, the automaker says, "to the experience of the Alfa Romeo world, with 360° virtual reality film, and a full-immersion room where visitors sit in interactive armchairs and watch films dedicated to the successes of the brand".
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* Founded as A.L.F.A (Anonima Lombarda Fabbrica Automobili or Lombard Automobile Factory) on June 24 1910.
VINTAGE ALFA ROMEO: Fans of classic cars will be treated to a selection of Alfa Romeo's earliest models in the Timeline section (first floor) of the museum. Image: Newspress