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Alfa Romeo Re-opens Museum

Brand reveals new Giulia in Milan

August 14, 2015

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World preview of the Alfa Romeo Giulia.

The all-new Alfa Romeo Giulia has been unveiled on the 105th anniversary of the founding of A.L.F.A. (Anonima Lombarda Fabbrica Automobili) at a special event in the newly-refurbished Alfa Romeo Museum – “La macchina del tempo” – in Arese, Milan, Italy.

Museum Re-opens
The event was held at the new Alfa Romeo Museum which re-opened its doors to the general public on June 30. First inaugurated in 1976, the museum was open to visitors on a reservation-only basis before it closed in 2009.

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Alfa Romeo is celebrating its 105-year anniversary by opening its historical museum in Arese, Milan, Italy.

As part of Alfa Romeo’s global relaunch, the museum – named “La macchina del tempo” – was renovated to serve as a brand center and symbolic location for the company’s history. It now hosts a bookshop, café, documentation center, driving test track, events venue and showroom with customer delivery area.

Blending past, present and future; the facility displays some of the most significant vehicles in the Alfa Romeo brand’s history, from the very first A.L.F.A. car, the 24 HP, to 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. In total, the display exhibits 69 legendary models.

The museum is made up of three distinct sections across three floors. Timeline on the on the first floor represents industrial continuity. Beauty is the theme of the ground floor which teams style and design. The sub-ground floor is dedicated to Speed and technological achievements of the brand. If you visit Milan, be sure to stop by and take a look. Learn more about the museum here.

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New Alfa Romeo logo

New Alfa Romeo logo
The new Alfa Romeo Giulia will also be the first vehicle to display the new Alfa Romeo badge – designed by Robilant Associati. However respect for the brand’s history continues to shine through in the design, while the overall emblem has been renewed and modernized; the distinctive shape and style elements which made it a much-loved symbol worldwide and have been preserved.