Alfa Romeo Celebrates a Year of Color and Design

Explore Alfa Romeo’s 2025 color-themed exhibition at the Arese Museum with rare vintage models, archival materials, and a unique sensory experience.

In 2025, Alfa Romeo places color at the center of its storytelling, turning it from a mere design element into a protagonist of its legacy. The brand’s iconic museum in Arese hosts a year-long exhibition that traces the evolution of Alfa Romeo’s identity through twelve monthly color themes—each paired with a unique historical model and emotional narrative.

From the tailored hues of the early 20th century to the legendary Rosso Alfa, color has long expressed the Italian passion and mechanical elegance that define Alfa Romeo. The exhibition spans the brand’s entire chromatic journey—from early customer-specific dual-tone finishes to the standardized palettes of the mass-production era and the vibrant tones of the 1960s and ’70s. The show also explores color experiments from the 1990s and unique shades like Rosso Corallo, crafted by designer Jole Veneziani.

The centerpiece of the event is a rotating display of rare vintage models, many of which have never been accessible to the public. These vehicles emerge from the brand’s storage depots monthly, offering fresh perspectives each time. Supporting materials—paint samples, design documents, prototypes, and color charts—come from Alfa Romeo’s vast Documentation Center, which spans more than 6,000 linear meters of archives.

Alfa Romeo’s attention to detail goes beyond the exhibit. A capsule collection of limited-edition T-shirts is available at the museum store, with each garment celebrating a legendary color. Printed with the shade’s code, commercial name, and the model that made it iconic, examples include Beige Cava AR821 (Giulia) and Arancio "Bertone" AR601 (Montreal).

To enhance the immersive experience, Alfa Romeo Caffè & Bistrò offers a gastronomic tribute: a monthly risotto inspired by the featured color. Created by chef Luca Seveso, dishes include the “2600 Sprint” white risotto in May and red risottos “33 Stradale” and “Giulietta” in June and December respectively.

This exhibition reaffirms that for Alfa Romeo, color is far more than surface deep—it’s emotion, heritage, and artistry, now brought to life in a unique multi-sensory experience.

Source: stellantis.com