• Today, Alfa Romeo officially celebrates its 110th birthday, reopening the doors to its historic museum in Arese.
• Visitors will have access to areas of the museum previously concealed from public view, featuring an additional 150 cars, plus trophies, artwork and engines.
• “Alfa Romeo in Uniform,” a new section dedicated to the cars of the carabinieri – the national police force of Italy – will be unveiled.
• Clubs, visitors and fans will also be involved: participating in a flash mob gathering and a spectacular parade on the museum’s internal track... all in total safety.
• The new limited-edition Giulia GTA makes its first public appearance.
• The Museo Alfa Romeo in Arese will also debut the new “Tour of 110 Years”, specially produced for the occasion: six videos that constitute a fascinating and complete virtual tour.
All those who cannot attend, and indeed all fans around the world can join the celebration online
at 3:30pm cet. to include the special wishes of the “Alfa Romeo Racing ORLEN” Formula 1 racing team: Kimi Räikkönen and Antonio Giovinazzi.
Festivities at the museum will continue until Sunday, June 28, with extra visiting hours according to this
. The museum will be fitted out with a series of safety measures, focusing on the health of visitors and staff: all the information you could need can be found at
To commemorate a milestone that very few automakers can match, Alfa Romeo today celebrates its 110th anniversary, reopening the doors to its historic museum in Arese, Italy, while following all current health and safety guidelines. The brand invites fans from around the world to see new sections of the museum, enjoy exclusive video content and join the celebration festivities online.
The Alfa Romeo Museum, the hub of the celebrations
Located in Arese, on the outskirts of Milan, the Alfa Romeo Museum is a true brand center that houses more than 200 historical vehicles, making it the natural venue to celebrate the brand’s 110th anniversary. As a special gift to all the “Alfisti” fans around the world, Alfa Romeo now opens the museum’s previously private collection storage areas to the public, inviting visitors to enjoy an additional 150 cars, plus trophies, artwork, and engines for road, air and marine mobility. The collection is divided into 18 themed zones, ranging from the brand's earliest cars, such as the 20/30 ES, to Formula racers, with Formula 1 and Formula Indy models among them.
Further highlights of the collection include:
• Concept cars, such as the Caimano and Protéo
• Prototypes, such as the Scrabble and Sprint 6C
• Historic sports model RLs, Vittorio Jano's 6Cs and more recent racing and road cars
Last but not least, the collection houses notable powertrains, including the 4C 1500 from the 1930s and the Formula 1 Turbo 415Ts.
A story linked to a nation
As part of the celebrations, the new “Alfa Romeo in Uniform” section dedicated to the cars of the Carabinieri will be unveiled, as a testament to the historic relationship between Alfa Romeo and the police force, which has long enlisted the help of the Biscione's most significant models. The area has been prepared with a dynamic layout, geometric graphics and symbolic colors enhancing the six highly selected Alfa Romeo models on show, representing 60 years of a historic relationship with the Carabinieri. The cars, arranged on large circular platforms, form an evocative 3D effect that simulates halos of theatrical light aimed at cars that have served the Carabinieri in all kinds of adventure all over Italy.
On the walls, the graphics are brightly colored: the red, symbol of Alfa Romeo, and the blue of the emergency siren lights, highlight the historical images of cars, characters and events that characterized the relationship between the Carabinieri and Alfa Romeo.
From the 1900 M "Matta" that won the Carabinieri a Mille Miglia, to the legendary Giulia, the most iconic of the “Gazzella” models. All the way to the 75, with an armored car on display, the Alfetta Alfa 90 and a rare Giulia Giardinetta. The new “Alfa in Uniform” section of the Museum evokes the cars, the trims and the eras that have marked the history of Italy. It was designed by the architect Benedetto Camerana, who previously conceived, at the end of 2013, the redevelopment and renewal of the entire museum.
A historical acronym for the future: GTA
The new limited-edition Giulia GTA, conceived for the brand's 110th anniversary, makes its first public debut in Arese. From a technical point of view and in terms of concept, the new Giulia GTA is inspired by the Giulia GTA of 1965. Developed by Alfa Romeo’s racing arm Autodelta, the 1965 “Gran Turismo Alleggerita” (GTA) was based on the Giulia Sprint GT that racked up sporting successes worldwide.
The new Giulia GTA is based on the Giulia Quadrifoglio and is fitted with a more powerful version of the 2.9 V-6 bi-turbo engine with 540 hp. With its extensive use of ultra-light materials, it benefits from a weight reduction of 100 kg, achieving a best-in-class weight/power ratio of 2.82 kg/hp). Additionally, specific technical solutions have been developed for other aspects, namely aerodynamics, alignment and handling.
“A Tour of 110 Years”
The brand is offering a virtual tour of the museum through a series of videos produced to commemorate this remarkable event. Titled “A Tour of 110 Years,” the video series includes:
1. An introduction, offering a panoramic view of the museum
2. The "Timeline" concept, describing the brand’s industrial continuity
3. The "Beauty" area, combining style, design and lifestyle
4. The “Speed" section, a summation of technology, competitive spirit and driving pleasure
5. An exclusive view of the “Storage” area, featuring a collection of vehicles and artifacts previously unseen by the public
6. An overview of the “Archive,” showcasing photographs, videos, technical drawings, sketches and production records
Alfa Romeo is inviting all fans, from diehard “Alfisti” fans to casual enthusiasts, to join the festivities at the museum via the brand’s official social media channels at 3:30 pm cet at this
. For people able to visit the museum in Arese in person, Alfa Romeo has organized the direct involvement of clubs, visitors and enthusiasts, inviting fans to participate in several activities, including parades on the museum’s internal track. All activities will be conducted following current sanitization and safety guidelines.