‘La macchina del tempo – Museo storico Alfa Romeo’ (The Time Machine – Alfa Romeo Historical Museum) reopened last week alongside a new brand centre for Alfa, which includes a showroom, test track, customer delivery area and bookshop, all part of the firm using its 105-year history to promote its new cars.
Alfa’s museum closed in 2009 after the Arese plant was decommissioned. Architect Benedetto Camerana was commissioned for a new design in late 2013, and work started on the new museum last summer.
The museum, which, unlike before, is now open to the public without advance warning needed, is now home to 69 of Alfa’s most iconic road and race cars spread out over three floors.
The three floors each get their own theme: 'Timeline', which is a chronological walk-through of some of Alfa’s great road cars; 'Beauty', which features some of its famous models from coachbuilders, design studios, concept cars and movie cars; and 'Speed', which shows off some of Alfa’s legendary racing cars.