The Museum tells the story of a brand that has become the symbol of Made in Italy excellence: from aircraft engines to glorious racing cars, from car designers to legendary pilots like Nuvolari or Fangio, from tailor-made touring cars to Giulietta and Giulia who have marked the history of costume and that of Italian industry.

The idea of a museum dedicated to Alfa Romeo is attributed to Orazio Satta Puliga, head of design in the years following the Second World War. The proposal was accepted by the president Giuseppe Luraghi, who was responsible for the construction of the headquarters in Arese, adjacent to the Alfa Romeo headquarters. Meanwhile, Luigi Fusi, a designer since Jano's time, begins to collect, rearrange and organize the fragments of history, restore the cars and write the captions.

The exhibition project comes to life concretely. Inaugurated in 1976 and can only be visited by appointment, the museum was closed in 2011 following the disposal of the production site and the consequent loss of the management function of the Center.

Closed but to be deeply renewed and reopened on 24 June 2015, on the day of the 105th anniversary of the brand, when the future of Alfa Romeo is presented right next to the cars that have written history.

The Museum is divided into three areas, which represent the essence of the brand :

- TIMELINE, therefore the industrial history, the cars through the various eras: from the first car of 1910, the 24HP, up to the exclusive 8C born in the 21st century;

- BEAUTY, which ranges from prototypes to the great coachbuilders to arrive at the iconic cars - Giulia and Giulietta - that have marked generations;

- SPEED, that is, the world of racing, victories, pilots, impossible challenges.

The journey to discover the myth ends by offering the visitor the opportunity to experience the Alfa Romeo experience, with virtual reality stations and a 4D cinema.