Moto Guzzi has unveiled its rebuilt home on the shores of Lake Como, bringing together a redesigned museum, an expanded factory, and a new visitor experience shaped by American architect Greg Lynn.
Nearly five years in the making, the project combines the brand’s working production site with a 3,000-square-metre museum dedicated to Moto Guzzi’s history and racing legacy.
The museum’s exterior is composed of a series of tapering, cone-shaped volumes that gradually decrease in height towards the piazza. Wrapped in vertical grey metal seams, the forms resemble a small artificial mountain range, echoing the larger mountains surrounding Lake Como.
Closer to the shop, the colour palette changes dramatically, with the cladding shifting to Moto Guzzi’s signature deep red. The windows are another nod to the company’s motorcycle heritage, taking the shape of circular and stadium-like ovals inspired by headlamps and instrument dials. One window curves into the building like a porthole.
A Museum Built Around Moto Guzzi’s Heritage
Inside, the galleries take on a largely white appearance, with curved balustrades, oval openings between floors, and a circular rooflight surrounded by bulbs.
More than 160 restored motorcycles are displayed throughout the museum. The collection spans the company’s history, from its early G.P. prototype to racing machines associated with its 14 world titles.
A timber hull is suspended above the exhibition space, while a deep green curved reception desk and a circular black leather seating area add contrast to the otherwise light interior.
The museum experience continues at the Moto Guzzi Caffè, where pale terrazzo flooring sits beneath a mint-green coffered ceiling. Opal glass globes mounted on brass rings enhance the space, while archival posters and historic racing photographs are displayed in a salon-style arrangement.
Outside, aluminium tube benches by Urbantime provide seating for visitors.
A Bigger Factory Behind the Museum
The redevelopment extends well beyond the visitor-facing spaces.
A further 5,500 square metres of new buildings brings the factory’s total footprint to 38,000 square metres. Production capacity will rise to more than 30,000 motorcycles a year, supported by new infrastructure including 1,300 square metres of photovoltaic panels.
A robotised conveyor system connects engine production to final assembly, while visitors can look into the manufacturing lines from dedicated viewing areas.
A raised terrace overlooks the piazza, which features a large mosaic eagle and creates another connection between the factory, museum, and public spaces.
The completed site opened to visitors during Moto Guzzi World Days, held from September 3 to 6, marking a new chapter for the historic motorcycle manufacturer while keeping its production heritage at the centre of the experience.
