The man behind Turin's Juventus Museum and the Peterson Museum in Los Angeles has turned his hand to the Alfa Romeo Museum in Arese, near Milan.
Tasked with re-launching the objectives of the Alfa Romeo brand, as well as preserving and modernising the building, Benedetto Camerana started work in summer 2014, completing the project within a year.
Balancing history and the contemporary was crucial for Camerana – not only to reflect the evolution of Alfa Romeo, but to correspond with the requirements of the Ministry of Cultural Heritage. The governing body asked Camerana to show respect for the dated – yet charming – 1960s structure.
Camerana makes use of the three original floors by giving them a corresponding brand point: timeline, beauty and speed. The 'beauty' floor is characterised by clean lines and uncluttered display spaces, reminicent of an old coach factory. The 'timeline' space features a giant, light-tunnel display in a glass atrium, while the 'speed' area, with its blackened floor, could be lifted straight from the racetrack.
The largest architectural change to the building comes in the form of the impressive ‘Romeo-red’ structure that stretches the length of the structure, resembling a futuristic exhaust-pipe. With additions such as this alongside the complete interior revamp, Camerana created an entirely new museum, without sacrificing the integrity of the original building.