THE “BOTTEGA” – ARTISANS AT CUSTOMERS’ SERVICE
- Inspired by Renaissance boutiques and 1960s coachbuilders, a team of Alfa Romeo professionals has worked with customers to design 33 unique and exclusive specimens.
- All 33 new Alfa Romeo unique edition models sold out within a few weeks.
- Chaired by the CEO of Alfa Romeo, the 33 Committee consists of the heads of various departments and approves customers’ requests, ensuring that the car’s history and iconicity are respected.
Creating a unique and unrepeatable work of art, shaping matter and colours in the form of pure beauty. This principle is rooted in the Italian Renaissance, where master artisans breathed life into objects of great appeal and quality according to their customers’ specifications. The same philosophy was in place at the workshops of the most famous Italian coachbuilders of the 1960s. At the request of car manufacturers or individual buyers, they produced some of the most beautiful icons in the automotive industry by hand. The same principle lives on today in the “Bottega”, a team of Alfa Romeo professionals who worked for a year in close contact with customers to arrive first at the definition of the concept of the new 33 Stradale, then at designing 33 unique and exclusive specimens.
The first meetings with potential buyers were held at the 2022 Monza Grand Prix, where collectors and fans of the brand could appreciate the first sketches of the car, created through the passion and pride of the Alfa Romeo Centro Stile. The idea of reviving the icon touched these fans so profoundly that, within weeks, all 33 units had already been sold.
Alfa Romeo then decided to reopen the Sala del Consiglio of the Museum in Arese, where the design of the 33 Stradale was approved in 1967, as the Bottega’s headquarters. Customers were welcomed there to record their wishes for their cars, with full respect for the founder’s history and iconicity.
A great responsibility fell to the 33 Committee, chaired by the CEO of Alfa Romeo and consisting of the heads of eight of the brand’s departments: Design, Heritage, the Museum in Arese, Product, Strategic Projects, Marketing, Communication, and Motorsport. Once approved, each customer’s requests were subsequently examined by Engineering to check whether they were feasible in production.