If you are passionate about cars, design, and Italian style, this tour offers a unique journey into one of the most iconic automotive brands in the world: Alfa Romeo.

In 2015, Alfa Romeo opened its official Museum in Arese, near Milan, in the very place where the brand was founded over a century earlier. After the production plant closed in 2011 and the site was temporarily abandoned, the museum was conceived as a way to preserve Alfa Romeo’s legacy while connecting its past to the future.

The Alfa Romeo Museum celebrates innovation, beauty, and performance through a curated collection of 69 historic models that trace not only the evolution of the brand, but also the history of the automobile itself. Central to the experience is the iconic “Milanese Red”, Alfa Romeo’s signature color, celebrated throughout the exhibition with immersive videos and multimedia installations.

The museum is organized into three thematic sections:

1) Timeline – Industrial Continuity
A chronological journey featuring 19 key models that represent the technological and stylistic evolution of Alfa Romeo. Each car is accompanied by multimedia panels and interactive stations offering in-depth insights into its history.

2) Bellezza (Beauty)
This section explores automotive design as an art form. From early prototypes by master designers to elegant models created by the Touring coachbuilder under the Superleggera brand in the 1930s and 1940s, the exhibition highlights Alfa Romeo’s role in shaping Italian taste. Iconic models such as the Giulietta and Giulia, famously “designed by the wind,” reflect the spirit of the Italian economic boom and the elegance of the Dolce Vita era.

3) Discover the iconic Alfa Romeo MuseumVelocità (Speed)
Here, visitors encounter Alfa Romeo’s racing heritage. From legendary victories between the two World Wars to Formula One, the exhibition culminates in the spectacular Temple of Victories, an immersive space filled with images, sounds, and archival footage celebrating the brand’s greatest achievements. The experience ends with interactive installations and 360° virtual reality, offering a fully immersive journey into the Alfa Romeo legend.

Alfa Romeo’s connection with the LGBTQ+ community adds a distinctive cultural layer to the visit. In 2009 and 2013, models such as the Alfa Romeo MiTo and Alfa Romeo Spider were celebrated as iconic cars within the LGBTQ+ community, admired for their elegance, emotional appeal, and performance. These models came to symbolize freedom, style, and the expressive spirit of the Italian lifestyle.

This tour is not only about cars—it is a celebration of design, identity, and Italian creativity, seen through a lens that connects heritage, emotion, and modern culture.