The permanent exhibition in Borgo Panigale is renovated in terms of its graphics and narrative. New features include area dedicated to the road bikes that have written Ducati history. Free entry to the new museum from October 1-4.
26 Sep 2016 | 4040 Views | By Autocar Professional Bureau
Fully renovated in celebration of the company’s 90th anniversary, the Ducati Museum in Borgo Panigale has reopened with an inaugural ceremony in the presence of Italian premier Matteo Renzi.
Claudio Domenicali, Ducati CEO, welcomed the visit by premier Renzi who, together with the president of the Emilia-Romagna Region, Stefano ...
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Fully renovated in celebration of the company’s 90th anniversary, the Ducati Museum in Borgo Panigale has reopened with an inaugural ceremony in the presence of Italian premier Matteo Renzi.
Claudio Domenicali, Ducati CEO, welcomed the visit by premier Renzi who, together with the president of the Emilia-Romagna Region, Stefano Bonaccini, and the mayor of Bologna, Virginio Merola, visited the new Museum and met with the guests in attendance at the ceremony.
During the ceremony to inaugurate the new Ducati Museum, prime minister Matteo Renzi visited the renovated exhibition, as well as the Ducati Style Centre and the Fisica in Moto laboratory.
“The restructuring of our Museum,” said Ducati CEO Claudio Domenicali during the inaugural ceremony, “ is a very important and significant event for our company and for all the Ducatisti fans who follow and appreciate our brand and our bikes across the globe. We wanted to renovate this museum as a tangible sign of the vitality and strength of a company that is celebrating its 90th anniversary and looking to the future. Never before has Ducati been able to compete and achieve such results on the markets and on track, while also positioning itself for continued growth in the future”.
The project to restructure the Ducati Museum, which sees more than 40,000 visitors per year, was just one of many activities that the Borgo Panigale manufacturer implemented in celebration of its 90th anniversary (1926-2016), confirming just how important the history and products are to this prestigious brand and to the entire community of enthusiasts and fans who have always played an active and fundamental role.
Product takes centre stage
Characterised by a very modern concept in which the colour white dominates, the new Ducati Museum ensures that the product takes centre stage, maintaining one section that is dedicated to the racing world. Each bike included in the collection is treated and presented as a true work of art, a story told using a language composed of shapes and colours, and enhanced by dedicated installations.
The exhibitions, installations and colours all contribute to presenting the fundamental values of the Ducati brand, or rather style, sophistication and performance. With its new look, the Ducati Museum provides a journey through the company’s legendary history, where every bike is conceived, designed and created to provide unique emotions.
With its new layout, the Ducati Museum also dedicates space to the most iconic road bikes that have written Ducati history. The Museum’s new narrative is developed according to three paths: the history of Ducati production bikes and the social and cultural context in which they are conceived; the racing history with exhibits including race bikes and winners’ trophies, and the final pathway, which tells of ‘Ducati moments’ or rather those facts, people and technological innovations that have contributed to Ducati’s history, including, of course, the ‘Ducati heroes’, the most representative riders who, on board Borgo Panigale bikes, have written key chapters of motorcycle racing history.
The new Ducati Museum hosts 44 bikes, comprising 26 race bikes and 18 road bikes. The area dedicated to the production bikes is subdivided into four rooms, with each bike presented and exhibited together with the relative technical specification, a description of the individual components on show, and enhanced with original artistic installations that render the exhibition even more current and emotional. An example for everyone: the DNA structure that accompanies the Ducati 916, a symbolism to represent the Ducati brand’s founding values, expressed in a superlative way by the stylistic and technical work of art created by Massimo Tamburini, the undisputed forefather of a new generation of sports bikes.
Another initiative to mark the 90th anniversary of Ducati involves a four-day period during which visitors can enjoy free entry to the Museum, from October 1-4, 2016, between 10am and 6pm.