Italy’s legendary Motor Valley just became even more extraordinary: Alfa Romeo and Maserati – two OEM icons of design, performance, and passion – have united under a new creative banner called BOTTEGAFUORISERIE, a bespoke collaborative hub between these two Italian high-end Stellantis brands to produce personalized vehicles for its customers.
Stretching from Modena to Turin and Arese, BOTTEGAFUORISERIE brings together the timeless legacies and forward-looking visions of Alfa Romeo and Maserati. Under the leadership of Cristiano Fiorio, reporting directly to Santo Ficili, Alfa Romeo CEO and Maserati COO, this new venture will serve as the heart of Italy’s expanded Motor Valley, merging innovation, artistry, and heritage into one immersive experience.
At its core, BOTTEGAFUORISERIE is a celebration of luxury craftsmanship, a place where every surface, seam, and curve embodies Italian ingenuity. More than a design center, it’s a philosophy – where passion, technology, and artisanal mastery combine to create truly one-of-a-kind automobiles.
“This launch is more than the creation of a new initiative – it is the symbol of a new era for Alfa Romeo and Maserati,” said Santo Ficili, Alfa Romeo CEO and Maserati COO. “It represents our unwavering belief in the power of Italian creativity, engineering, and craftsmanship.
“I am proud to entrust this mission to Cristiano Fiorio; his exceptional work on projects like the Alfa Romeo 33 Stradale and our motorsport programmes has demonstrated not only technical mastery but also a deep emotional connection to the soul of our brands. This is the first milestone in a broader transformation that will define the future of both Alfa Romeo and Maserati.”
A Hub for Bespoke Italian Mastery
BOTTEGAFUORISERIE is structured around four pillars: BOTTEGA, FUORISERIE, Corse, and La Storia – each representing a distinct but interconnected world of luxury craftsmanship.
BOTTEGA is where ideas become reality, a workshop for “few-off” custom builds like the Alfa Romeo 33 Stradale and the Maserati MCXtrema, both examples of extreme engineering and artistry. Each project is hand-built in Italy by elite designers, technicians, and artisans. Every creation is unique, crafted in close synergy with the client, and represents the sartorial heart of Italian automotive design.
FUORISERIE, meanwhile, elevates personalization to an art form. The advanced customization program allows owners to transform their vehicles into personal statements of identity and taste. Dedicated design teams guide each customer through color, material, and design innovations – offering an unmatched level of creative freedom that turns every Alfa Romeo and Maserati into a bespoke expression of individuality.
Preserving Heritage Through “La Storia”
BOTTEGAFUORISERIE also embraces history as a living art. Through La Storia, both brands’ heritage divisions will restore and certify vintage cars, curate museum collections, and preserve archives. Visitors can explore this legacy at the Alfa Romeo Museum in Arese and the Umberto Panini Maserati Collection in Modena, both central to the initiative’s experiential approach.
Every restoration is handled with the precision of haute horlogerie, combining modern technology with old-world craftsmanship. As the brands note, each project becomes “a dialogue between eras,” where the spirit of the original model is preserved while its expressive power is reimagined for the modern age.
From Track to Road: Corse
The final pillar, Corse, channels Alfa Romeo and Maserati’s racing DNA into innovation. Drawing on motorsport expertise and Italian engineering excellence, BOTTEGAFUORISERIE’s performance center will develop next-generation technologies in aerodynamics, chassis design, and powertrains. Maserati’s recent victories – including its GT2 European Series championship title in the AM Class – stand as proof that performance remains at the heart of every creation.
“We are extremely proud to announce this extraordinary joining of forces between two iconic brands,” said Jean-Philippe Imparato, Maserati CEO. “BOTTEGAFUORISERIE represents the meeting point between vision and reality. This is where dreams will be shaped into reality, where the extraordinary becomes tangible.
“Guided by creativity and discipline, each project is the result of rigorous research and unwavering dedication. By combining the finest in Italian design, engineering, and culture, BOTTEGAFUORISERIE embodies a unique approach to shaping the future – one we deeply believe in.”
Performance as an Act of Culture
Under the patronage of the Altagamma Foundation, BOTTEGAFUORISERIE aligns Italy’s most exclusive creative disciplines under one roof – from coachbuilding to couture-level personalization.
“Being entrusted with the leadership of BOTTEGAFUORISERIE is both a profound honor and a thrilling challenge,” said Cristiano Fiorio, BOTTEGAFUORISERIE General Manager. “This is somewhere where past, present, and future converge – where we celebrate our heritage while daring to imagine what’s next. I will draw on the incredible experiences gained through special projects and motorsport to guide this new journey.
“With a team of passionate, talented individuals, we will craft vehicles that are not only technically exceptional but emotionally unforgettable. Our mission is clear: to honor the legacy of Alfa Romeo and Maserati, and to write the next chapter in their history with boldness, beauty, and authenticity. Performance is an act of culture. Creating beauty is a form of art.”
A New Benchmark for Italian Luxury
BOTTEGAFUORISERIE represents more than a collaboration – it is a manifesto for modern Italian luxury, merging history with innovation and design with emotion. For collectors, enthusiasts, and connoisseurs, it signals a new chapter in the evolution of two of the most storied marques in automotive history – and a renewed commitment to craftsmanship as a living art form.
Images: Stellantis
