Past, present and future: newly renovated Alfa Romeo Museum opens in Arese
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.
INFORMATION
For more information and opening times, visit Alfa Romeo Musuem’s website
ADDRESS
Museo Alfa Romeo
Viale Alfa Romeo
20020 Arese
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Elly Parsons is the Digital Editor of Wallpaper*, where she oversees Wallpaper.com and its social platforms. She has been with the brand since 2015 in various roles, spending time as digital writer – specialising in art, technology and contemporary culture – and as deputy digital editor. She was shortlisted for a PPA Award in 2017, has written extensively for many publications, and has contributed to three books. She is a guest lecturer in digital journalism at Goldsmiths University, London, where she also holds a masters degree in creative writing. Now, her main areas of expertise include content strategy, audience engagement, and social media.
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