Modena, 4 November 2025 — Italy’s Motor Valley has long been a landscape shaped by passion, precision and performance. Today, that landscape expands both geographically and creatively as Alfa Romeo and Maserati unite under a groundbreaking new initiative: BOTTEGAFUORISERIE, a creative hub dedicated to personalization, aesthetic innovation and the pursuit of ultimate performance. Stretching from Modena to Turin and Arese, this new project becomes a luminous thread tying together Piedmont, Lombardy and Emilia-Romagna in an enlarged, modern interpretation of Italy’s legendary Motor Valley.
More than a new centre of operations, BOTTEGAFUORISERIE represents a cultural statement — a manifesto of Italian craftsmanship, ingenuity and emotional design. And at the helm is Cristiano Fiorio, reporting directly to Alfa Romeo CEO and Maserati COO Santo Ficili. The initiative launched today alongside an evocative announcement video that signals the dawn of a new era for two of Italy’s most storied brands.
A Vision Where Tradition and Innovation Intertwine
BOTTEGAFUORISERIE is not merely a physical place; it is an idea brought to life — a fusion of heritage and innovation. It draws on the legacies of Alfa Romeo and Maserati while charting new territory for bespoke automotive experiences that transcend conventional manufacturing.
Craftsmanship, technology, design purity and meticulous attention to detail form the pillars of the project. Here, artisanal mastery blends seamlessly with advanced engineering to create an environment where creativity flows into research, and research becomes emotion on wheels.
Under the aegis of BOTTEGAFUORISERIE, Italy’s most symbolic automotive expressions will take shape: entirely custom-built Fuoriserie models, historically faithful restorations, immersive sensory experiences, innovative materials research and performance projects grounded in motorsport excellence.
The initiative launches under the patronage of the Altagamma Foundation, allowing BOTTEGAFUORISERIE to operate across key thematic territories: BOTTEGA, Fuoriserie, Corse and La Storia.
BOTTEGA: Where Ideas Become Exceptional ‘Few-Offs’
At the heart of the initiative lies BOTTEGA, the sartorial workshop where Italy’s most exclusive cars are imagined, engineered and created. Entirely based in Italy, the BOTTEGA brings together designers, technicians and engineers from both marques to craft ‘few-off’ vehicles that embody extreme emotion and uncompromising quality.
Its mandate is clear: to push boundaries.
From the breathtaking Alfa Romeo 33 Stradale to the formidable Maserati MCXtrema, BOTTEGA represents a level of artisanal collaboration where every detail is shaped in synergy with the customer. This broader Motor Valley — from Piedmont to Emilia-Romagna — becomes the geography of creativity, where ideas evolve into fully fledged projects and every car becomes a unique piece of automotive art.
Fuoriserie: Personalisation Elevated to a Design Philosophy
BOTTEGAFUORISERIE’s personalisation arm, Fuoriserie, transforms individuality into automotive language. It gives every customer the opportunity to create a unique expression of identity through their vehicle, guided by a dedicated design team that explores new creative codes while remaining faithful to the aesthetic DNA of Alfa Romeo and Maserati.
From conceptual development to advanced design studies and innovative materials integration, Fuoriserie goes far beyond custom trims or colour palettes. It elevates mass-production platforms into one-of-a-kind automotive sculptures, with global dealership access to bespoke configuration options that redefine what personalisation means in the luxury sector.
La Storia: Heritage as Vision, Time as Creative Medium
Respecting history is not a matter of nostalgia at BOTTEGAFUORISERIE — it is a forward-looking act. Under the La Storia programme, Alfa Romeo and Maserati’s historical identity is preserved, restored and reinvented.
Vintage vehicles are brought back to life with historical precision yet renewed through contemporary interpretations and sustainable technologies. Each project becomes a dialogue across eras, where the original soul of the car is maintained while its expressive power is enhanced for a new generation.
Heritage also lives through the Experience Centres:
• At the Alfa Romeo Museum in Arese, visitors explore the brand’s origins, values and vision.
• In Modena, the recently reopened Umberto Panini Maserati Collection celebrates more than a century of Maserati craftsmanship.
• Through Officine Classiche, the brands’ legacy is preserved via certification, restoration and the revival of landmark models.
This is heritage treated not as a snapshot of the past, but as raw material for future inspiration.
Corse: Racing Spirit as an Engine for Innovation
Motorsport forms the epicentre of BOTTEGAFUORISERIE’s performance ambitions. Under the Corse programme, racing know-how becomes a driving force for new engineering solutions, from aerodynamics to chassis development and powertrain innovation.
Close collaboration with Italy’s manufacturing and artisan supply chain ensures that every racing-derived idea is grounded in real craftsmanship. This approach is already bearing fruit, with Maserati Corse’s international achievements — including wins in the GT2 European Series — reinforcing the brands’ commitment to performance as a cultural and design principle.
Leadership Rooted in Culture, Vision and Emotion
The creation of BOTTEGAFUORISERIE marks a turning point for both brands.
Santo Ficili, Alfa Romeo CEO and Maserati COO, emphasises the symbolic importance of this milestone. “This launch is more than the creation of a new initiative – it is the symbol of a new era for Alfa Romeo and Maserati. It represents our unwavering belief in the power of Italian creativity, engineering and craftsmanship.”
Maserati CEO Jean-Philippe Imparato frames the initiative as “the meeting point between vision and reality… where dreams become tangible.”
For BOTTEGAFUORISERIE General Manager Cristiano Fiorio, the project is nothing short of a cultural mission. “Our task is to honour the legacy of Alfa Romeo and Maserati,” he says, “and to write the next chapter in their history with boldness, beauty and authenticity.”
A New Era for the Motor Valley
BOTTEGAFUORISERIE is already fully operational. It stands as a physical and philosophical space where Italian automotive history becomes inspiration, and where the future takes shape through pure, necessary beauty.
In the enlarged Motor Valley — from Modena to Turin to Arese — a new beacon of excellence has been lit. It is an ode to craftsmanship, a celebration of visionary engineering and a commitment to the timeless values that define Italian automotive culture.
And with Alfa Romeo and Maserati united in this ambitious new chapter, the road ahead promises to be nothing short of extraordinary.
