Alfa Romeo and Maserati’s pursuit of perfection is reviving the most iconic interpretations of the Italian automotive world through BOTTEGAFUORISERIE. This new project breathes new life into Italy’s evolving Motor Valley.
The axis extending from Modena to Turin and Arese in Milan, encompassing Piedmont, Lombardy, and Emilia-Romagna, is being reshaped as the heart of Italian automotive passion. BOTTEGAFUORISERIE offers a privileged universe shaped by timelessly designed bespoke cars, faithful restorations rooted in heritage, sensory experiences, innovative materials research, and a vision of flawless performance. This new creative hub, dedicated to personalization, aesthetic research, and performance, is being brought to life under the leadership of Cristiano Fiorio.
The legacy automotive brands Alfa Romeo and Maserati, known for blending emotionally resonant designs with sporty driving pleasure in the automotive sector, are establishing BOTTEGAFUORISERIE, the new center of automotive excellence in Italy’s Motor Valley. This new entity, stretching from Modena to Turin and Arese in Milan, unites the rich heritage and forward-looking visions of the two most iconic Italian automotive brands. The leadership of this significant new project has been entrusted to Cristiano Fiorio, who will report directly to Santo Ficili, COO of Alfa Romeo and Maserati.
BOTTEGAFUORISERIE is positioned at the intersection of tradition and innovation. Passion, expertise, technology, and attention to detail are a way of life here. Designed as a creative hub, this entity combines the perfectionist ethos of Alfa Romeo and Maserati, shaping the future of bespoke experiences.
More than just a project or a location, BOTTEGAFUORISERIE embodies an innovative vision: it stands out as the center of Italian manufacturing excellence, a place where the art of creativity, the mastery of craftsmanship, and the passion for design and performance merge into a single creative act and transform into an experience. Under the umbrella of BOTTEGAFUORISERIE, Italy’s most iconic automotive interpretations come to life. This hub is dedicated to timeless Fuoriserie bespoke cars, restorations of classic models, sensory journeys, materials research, and the R&D of peak performance.
Established under the patronage of the Altagamma Foundation, BOTTEGAFUORISERIE is a special platform reflecting the unique DNA of both brands and focusing on the themes of BOTTEGA, FUORISERIE, CORSE, and LA STORIA (The History).
BOTTEGA is the hub where Alfa Romeo and Maserati’s bespoke cars are designed, developed, and manufactured. Engineering excellence comes to life here, bringing together the sector’s most talented designers, technicians, and engineers. All production processes, from design to craftsmanship, are conducted in Italy.
This exclusive program, dedicated solely to limited-production car projects, ranges from the breathtaking Alfa Romeo 33 Stradale to the ultimate Maserati MCXtrema. BOTTEGA is progressing toward becoming the center for emotionally charged cars that push boundaries, representing the tailoring spirit of BOTTEGAFUORISERIE. The vast Motor Valley region, covering Piedmont, Lombardy, and Emilia-Romagna, serves as the home for Bottega, where ideas are born and transformed into a full “Bottega” project. Here, every detail is handled in close cooperation with the client, and every car becomes a truly unique piece.
Fuoriserie, the ultimate personalization program, gives every customer the opportunity to transform their car into a unique model and an expression of their own personality. A specially appointed design team will explore new creative forms of expression while remaining faithful to the brands’ aesthetic design codes. This includes concept development, advanced design studies, and the integration of design innovations that turn mass-produced cars into bespoke automobiles. At the same time, quality processes will be elevated to the next level. This ensures the potential for every car to be unique, allowing customers to express their individual identity through special design options offered at any dealership worldwide.
Vision Inspired by History (La Storia)
Paying homage to a continuously inspiring heritage, BOTTEGAFUORISERIE concretely transforms the historical legacy of both brands into an extraordinary and iconic heritage by restoring and certifying classic cars and establishing archives and museums.
Every project initiated under the “La Storia” program acts as a dialogue between eras. Iconic models are brought back to life here with contemporary interpretations, sustainable technologies, and personalized details, without ever losing their essence. This is a creative process where time becomes a single whole, giving life to a unique masterpiece that preserves the spirit of the original model and strengthens its expressive power in a new timeline.
History is also brought into the present through the “Experience Centers” that are part of the new initiative. At the Alfa Romeo Museum – Arese, visitors can explore the origins of the brand’s identity. The Umberto Panini Maserati Collection in Modena brings together artifacts spanning over a century. This collection recently reopened to celebrate and share the heritage with the world. BOTTEGAFUORISERIE, through Officine Classiche, will preserve the heritage of both brands. Its activities will cover the restoration, certification, and revitalization of historical models to ensure the legacy of Alfa Romeo and Maserati continues to inspire future generations.
Motorsport forms the core of the work at BOTTEGAFUORISERIE. The spirit dedicated to performance in the world of racing is transformed into engineering here. Every track race and every solution based on racing experience drives the evolution of the cars. This new initiative, combining the latest technology and the perfectionist approach of Italian engineering, promotes innovation in the sports car sector.
Design processes will be carried out in close collaboration with the manufacturing supply chain in Italy. Furthermore, new powertrain solutions will be developed, from aerodynamics to chassis design, utilizing local expertise and craftsmanship. Maserati Corse carries this heritage onto the world stage, creating an extraordinary driving force for BOTTEGAFUORISERIE. Successes achieved in the last two years, including victories such as the AM Class championship in the GT2 European Series, demonstrate that performance underlies everything done.
Santo Ficili, CEO of Alfa Romeo and COO of Maserati: “This launch is not just the creation of a new initiative. It is also a symbol of a new era for Alfa Romeo and Maserati. It symbolizes our unwavering faith in the power of Italian creativity, engineering, and craftsmanship. I am proud to entrust this mission to Cristiano Fiorio. His extraordinary work on projects like the Alfa Romeo 33 Stradale and our motorsport programs demonstrated not only his technical mastery but also a deep emotional connection to the soul of our brands. This is the first milestone of a broader transformation that will shape the future of Alfa Romeo and Maserati.”
Jean-Philippe Imparato, CEO of Maserati: “We are extremely proud to announce this exceptional union of two iconic brands. BOTTEGAFUORISERIE is the meeting point of vision and reality. This is where dreams come true, where the extraordinary comes to life. Guided by creativity and discipline, every project is the result of meticulous research and unwavering dedication. Bringing together the best of Italian design, engineering, and culture, BOTTEGAFUORISERIE embodies a unique approach to shaping the future, and we deeply believe in it.”
Cristiano Fiorio, General Manager of BOTTEGAFUORISERIE: “Leading BOTTEGAFUORISERIE is both a profound honor and an exciting challenge. This is a place where the past, present, and future intersect. It is the space where we celebrate our heritage while daring to imagine the future. I will leverage the exceptional experiences gained through special projects and motorsport to guide this new journey. With a passionate and talented team, we will design vehicles that are not only technically perfect but also emotionally unforgettable. Our goal is clear: to honor the legacy of Alfa Romeo and Maserati and write the next chapter of their history with courage, aesthetics, and authenticity. Culture lies behind performance. Creating beauty is an art form.”
