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A Family Museum for the Alfa Romeo Brand

, by Davide Ripamonti, translated by Alex Foti
There's a place where you can find every, each and every, Alfa Romeo car ever made, even the rarest. The idea came from a Bocconi grad with a family connection to the automaker


The story of a brand, but also the history of a car that made Italian history. And finally, the story a family. In the Museo Fratelli Cozzi (Cozzi Brothers Museum), located not far from Milan in Legnano, about 60 models of Alfa Romeo cars are on exhibit, all models created by the automotive brand established in Milan in 1910. They all portray a devouring serpent logo. Some of them are veritable rarities. The initiative started in 2015 and officially took off the following year, "to showcase the extraordinary collection of my father, owner of the oldest Alfa Romeo dealership in the world, who always kept for himself one specimen for every car model," says Elisabetta Cozzi, director, creator and inspirator of the museum, who graduated in Business Administration from Bocconi in 1992 with a thesis on marketing.

The collection also include promotional artwork and advertising materials put out by Alfa Romeo since the 1950s, so the museum also provides a history of Italian marketing over the last six decades. "It's an immense archive we are digitizing to make it more accessible to people, and we consider it an informational complement worthy of our magnificent cars. The museum, designed my a major architectural firm, has three itineraries marked by the colors black, representing culture, red, passion, and white for the events being featured," Elisabetta explains. "The museum is also a very popular venue for companies to organize their events."

The museum is now part of the circuit of museums under the auspices of FAI, the Italian fund for natural and artistic heritage, and once a month can be visited free of charge by anyone who have registered on the website: "However, since monthly tickets are exhausted in a matter of few days, we are thinking about increasing the number of visits available. Alfa Romeo is a fundamental brand in the history of Made in Italy," Elisabetta Cozzi concludes, "it is an industrial heritage that needs to be more widely known. Our next goal is to attract more domestic and foreign tourists."

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