The Ducati Museum in Bologna has undergone complete renovation to celebrate the company's 90th anniversary and is opening its doors for a preview visit for the 2016 World Ducati Week, taking place from July 1-3 at the Marco Simoncelli Misano World Circuit. From June 29 to July 5, the Ducati museum will be open to all the bike enthusiasts on their way to WDW2016 or back from the Ducati event.

The museum's permanent display, which is hosted inside the Bologna factory, is reopening with a new concept: each motorcycle on display is treated like an authentic work of art.

Commenting on the new museum, Andrea Ferraresi, head of the Ducati Design Center said, “Ducati is ‘Style, Sophistication and Performance’. We use this approach at the Design Center when designing our motorcycles and it's the idea behind the project led by creative director Paola Bosi for the set-up of the new museum. Three of the fundamental elements of our brand are to be found within the museum: the Ducati history, races and DNA applied to our most iconic motorcycles. We consider every bike to be an item of design, a work of art which, today, we are displaying with pride in this new gallery. White is dominant in the exhibition area so as to highlight the product itself, with no distractions”.

As it was conceived 18 years ago, the museum brought the Ducati history to life focusing exclusively on the world of racing. Specific to this new version, on the other hand, is an entire area dedicated to some of the most iconic road bikes made by the company. It also features the production bikes from start to finish – how the project is conceived and developed in precisely defined technological, economic and social contexts.

From here, the new narrative in place at the museum is divided into three different threads: the history of Ducati production bikes and the socio-cultural context they exist in; the history of racing with race bikes and trophies won on display and, the third thread which tells of 'Ducati moments', that is the facts, people and technological innovations.

The area dedicated to production bikes includes 27 bikes, 15 of which have never been on show before, occupying four different rooms. In each of the rooms, the bikes are accompanied by the technical specifications for each single item on display, and an artistic installation which highlights the features of the product.

“We wanted to celebrate the passion, ingenuity and talent of the men and women who have made the Ducati brand globally unique through the company's 90 years of history. We were motivated by the thousands of Ducatisti who come to visit the museum each year, with the desire to let them experience new and even more intense emotions,” added Patrizia Cianetti, marketing director, Ducati.