Alfa Romeo celebrates color: a year of history, design and emotion

• An entire year dedicated to color as an expression of the Alfa Romeo spirit, with an exclusive exhibition at the Arese Museum that tells the story of twelve colors, one for each month, through the lens of iconic models that have never been seen in public before and archive materials from the Alfa Romeo Documentation Center.
• From the sartorial shades of the early 20^th century to Rosso Alfa, a symbol of Italian sportiness, the exhibition explores the stylistic evolution of the brand through color, a distinctive element of design and communication.

• An immersive experience that goes beyond the car, with a capsule collection of limited-edition T-shirts and a gastronomic offering from chef Luca Seveso, in which each risotto celebrates a legendary hue of Alfa Romeo’s history.
  

For the global Alfa Romeo brand, color has always been much more than an aesthetic choice: it is an emotional language, a hallmark that speaks of the passion, innovation and Italian character of each of its mechanical creations. Luci del Bosco, Sabbia Sahara, Giallo Ginestra, Grigio Eclisse, Bruno Cilento, Bianco Polare. And of course, Red, in its infinite variations. Each color tells a story and makes an Alfa Romeo model immediately recognizable, even ahead of its lines or performance.

To celebrate this profound and identifying dimension, Alfa Romeo presents an unprecedented exhibition and a calendar of events throughout 2025, hosted at the iconic Alfa Romeo Museum in Arese: a journey through color as a key element of the brand’s spirit. Specifically, the exhibition explores the central role of color in Alfa Romeo’s identity, in an exhibition of vintage models that alternate from one month to the next. These cars cannot usually be seen by the public, as they are stored in the Depots. No less interesting are the materials – samples, color charts, prototypes and documents – from the archives at the Alfa Romeo Documentation Centre, which houses over 6000 linear meters of original materials.

After all, color has always played an essential role in Alfa Romeo’s history. Originally, bodywork was customized by customers, often with two-tone combinations reminiscent of the tailoring of the time. At the turn of the 20^th century, mass production led to chromatic standardization, followed in the 1950s by the Giulietta and its transformation of the brand image, bringing its colors to the world of cinema and advertising. In the 1960s and ’70s, bright shades such as Azzurro Iseo, Verde Pino and Giallo Ocra exploded, while experimentation continued in the ’90s with the iconic Azzurro Nuvola and has continued to the present day.

Twelve ‘families’ of colors have been selected, one for each month. The year began with elegant shades of beige – from Cava and Banana to Cipria and Isabella; in February, it was blue’s turn to lead the narrative: from Nuvola to Le Mans, illustrated via the cars on exceptional display. It all now continues, in an exhibition rotated monthly to tell the story of a different color: green in March, followed by blue in April and white in May. In June, for the anniversary of Alfa Romeo’s founding, the only leading name can be Rosso Alfa. Summer will be kitted out in the brightest and boldest colors – yellow and orange, while autumn will see gray, brown and black (from Vulcano and Etna to Luxor) alternating until December, when the exhibition will end by celebrating all the (other) shades of red that have marked the brand’s history. Each of these is the result of research that has involved professionalism and expertise even very distant from the automotive world, as in the case of designer Jole Veneziani, to whom we owe unexpected shades such as the Rosso Corallo on the Giulietta on show at the Arese Museum. 

Alfa Romeo has also created a capsule collection of limited-edition T-shirts, on sale at the Museum store. Each garment celebrates an iconic hue, identified by the color code, trade name and model that made it famous, including the Beige Cava AR821 of the Giulia sedan, the Rosso Italia AR514 of the Spider “Duetto” and the Arancio "Bertone" AR601 of the Montreal. Finally, the evocative journey into color continues in the Museum’s gastronomic offerings: every month, the Alfa Romeo Caffè & Bistrò serves up a risotto inspired by the color on display, created by chef Luca Seveso. These will include the “2600 Sprint” white risotto in May and the “33 Stradale” and “Giulietta” red risottos in June and December respectively. Basically, a veritable multisensory experience, combining aesthetics, memory and taste in full Alfa Romeo style.