1000 Miglia – A territorial and international brand, between epic and innovation
Beyond the race, a brand. A brand that takes on different values and meanings, ever since the days of the speed race. Speaking of origins, the 1000 Miglia has always reaffirmed its deep bond with Brescia, which is after all The City of the 1000 Miglia. Indeed, in the year of the Italian Capital of Culture, this link has become even stronger with the 1000 Miglia concert at the Teatro Grande and the gift to the city of the sculptures by Sabine Marcelis, a world-famous designer.
On the other hand, the internationalisation of the brand is proceeding at full speed: the fourth edition of the 1000 Miglia Warm Up USA will be followed by the 1000 Miglia Experience UAE in the Arab Emirates, the Mille Miglia Festival in Japan and the 1000 Miglia Warm Up CH. Projects aimed at taking the 1000 Miglia Style to other countries are still being defined: the aim is to offer a unique and exclusive Brand Experience with a Made in Italy flavour, inspired by the 1000 Miglia and Italy without being a copy. Projects have also been launched to enhance the territory, generating circular learning between the 1000 Miglia, the communities and places, such as L’Italia della 1000 Miglia, I Luoghi della 1000 Miglia and an event like Sorrento Roads aimed at discovering the excellence of Campania. In this perspective, the great novelty of 2024 will be linked to the Coppa delle Alpi, with the project of Il Grande Viaggio Alpino.
Scheduled from 28 April to 4 May, the 2024 Coppa delle Alpi will cross the borders of 6 countries from East to West. The race will be accompanied by a reflection representing the transformations crossing the Alpine territory. 10 of the 40 participating cars will host leading figures on the themes around which the speeches, contributions and contents along the route will revolve: Agriculture, Crafts, Culture, Energy and Tourism.
For the 1000 Miglia 2024, the five-day race in June has been confirmed. The Red Arrow’s vocation for innovation and development will bring, in addition to the alternative mobility cars of the 1000 Miglia Green, the self-driving car developed by the Milan Polytechnic, which, after the 2023 test, aims to complete the entire route of the race in this driving mode.
