This Thursday, June 24th, the Alfa Romeo brand turns 111 years old. It was on that same day in 1910 the brand was founded in Milan the Anonima Lombarda Fabbrica Automobili (A.L.F.A.), which would become Alfa Romeo in 1918 following its acquisition by the Campanian engineer and entrepreneur Nicola Romeo.
The Italian brand is getting ready to celebrate after the pandemic put a damper on last year’s 110th celebration with a four-day event at its Alfa Romeo Museum in Arese, which plays host to the brand’s most momentous models. The event is set to begin on the 24th at 10:00 am with the traditional parade, open to all private owners of an Alfa Romeo, of any model or vintage, who can step out with their cars on the track inside the Museum.
The theme of the parade (and of the entire four-day event) will be to pay tribute to Alfa red, the long-standing hallmark of Biscione-brand cars, to the point it has become an integral part of Alfa Romeo’s DNA! Visitors will even be invited to wear something red, the same color as the masks to be distributed free of charge at the entrance, to safeguard us all on these big days.
Thursday will also be a huge day for those who were early purchases of the limited-edition Giulia GTA and GTAm, which will take deliveries of the first models of the new high-performance sports sedans, with only 500 numbered units scheduled for production. Taking part in the event will be the Heads of the Alfa Romeo brand, the Design Team, and the Engineering Team, who will accompany customers in this exclusive experience, telling them about its details and the background of a unique project.
At noon, customers can then take straight to the track in their car for an exclusive parade and to take part in an exclusive themed visit of the specially prepared museum, a special itinerary in search of lightness among the Museum’s cars and the materials at the Documentation Center, to improve racing performance and driving pleasure on the road.
Next up at 3:00 pm will be a parade especially for Alfa Romeo Clubs, who are also invited to take part in a meeting at 3:30 pm to unveil the Museum’s schedule of events and to share the proposals of those who express their passion for the brand in a special way. Another highlight will be the two daily parades (at 10.00 am and 5:00 pm). Reservations are required to take part and can be made by emailing [email protected].
For fans of Formula 1 cars, the Museum will be hosting a Livestream of the run-up to the Austrian GP, with the practice sessions, qualifiers and the race itself to be broadcast live on the big screen. Throughout the 4 days, the Alfa Romeo Racing ORLEN single-seater show car will be on display, plus the exclusive event on Friday 25th, where guests can experience the emotions of a live link with the team’s drivers Kimi Räikkönen and Antonio Giovinazzi at the Spielberg circuit, to discover the secrets of the paddock and garage in a virtual tour.
From its glorious past to the present day. Two in-depth lectures on the brand’s history are slated for Saturday 26th and Sunday 27th, the first of which will deal with the anniversary of the first A.L.F.A. victory (Modena, 1911, Regularity Race). The second will go in further depth into the features of the Concept 4C, the prototype supercar designed by the Centro Stile Alfa Romeo in 2011. At the end of the lectures, 4C owners will be invited to parade with their cars on the indoor track.
Staying with history, the “Sea Horses” exhibition will also be open to visitors, with its exploration of a fascinating and lesser-known chapter in Alfa Romeo history: the use of Biscione engines in sailing, from racing to freight and from naval to fishing vessels. Every day from 10 am to 6 pm – the Museum’s opening hours – “behind the scenes” visits can also be made, by booking a guided tour of the Collection: two floors of storerooms holding cars, engines, trophies, chassis and other artifacts not usually on public view.
Over the weekend, activities are also planned for groups and families: from the creative workshop for children scheduled on Saturday 26th at 3 pm, to the Treasure Hunt on Sunday 27th at 4:30 pm. The full schedule can be viewed at museoalfaromeo.com here and all activities are included in the entrance fee. Reservations are required, by writing an email to [email protected].
Alfa Romeo Museum Image Gallery: