The Brescia Historic Car Museum is entering a new phase in its history with a repositioning project that redefines its identity and expands its dialogue with the public.

Founded in 2004 as the custodian of the memory of the race known as "the most beautiful in the world" and home to the Historical Archives of the famous "Freccia Rossa," over the years it has become a space capable of hosting diverse experiences: historic cars have been joined by contemporary models, a shop dedicated to the world of motoring, and rooms designed for events, meetings, and conventions.

This evolution has given rise to a new vision: to engage not only classic car enthusiasts, but also young people, women, local businesses, and new audiences, offering a place where they can be inspired by emotions, passions, and curiosity.

The "Meet. Imagine. Get Excited" concept expresses precisely this: a living and contemporary place, where tradition and the future interact and where every visit becomes an experience of discovery, connection, and inspiration.

The new Positioning takes shape through a dynamic and contemporary visual identity, expressed across key touchpoints. A transformation that enhances existing heritage and creates new opportunities for culture, passion, and local communities to converge.