RALLY DELLA LANA 1973–2023
When the roar becomes memory
The legend of the Rally della Lana comes back to life at the FILA Brand Experience Center.
In Biella, there is a sound that travels through time. It is the roar of engines that, in 1973, first lit up the roads of the Biella area, turning a motor race into a collective story of passion, courage and identity.
The “Rally della Lana 1973–2023” exhibition is an immersive journey celebrating fifty years of history, people and achievements.
Opening hours and information
FILA Brand Experience Center
Via Cavour 17/B, Biella
Opening hours: Monday, Thursday and Friday during regular opening hours
Special opening: free admission on Saturday, May 30, from 10:00 a.m. to 5:00 p.m.
A fifty-year story
The exhibition is more than a display: it is a narrative. A journey that guides visitors through the images, faces and moments that have shaped the Rally della Lana, from its first edition to the present day.
Founded in 1973 as a national race dedicated to Giovanni Bracco, the Rally della Lana quickly won over the local area and its public, becoming a symbol of sporting excellence and belonging. Each year presented, each photograph on display, restores the heartbeat of a community that found itself in those hairpin bends, those challenges, that energy.
Inside the story
The exhibition unfolds as a journey through time: an itinerary dedicated to 1973, featuring original materials and photographs; a chronological sequence covering all editions up to 2022; multimedia content that brings back emotions, sounds and atmospheres; and iconic cars that helped make the competition legendary.
A story made not only of victories, but also of people, friendships and shared passion.
“Hosting this exhibition,” says Marta Benedetto, Vice President of the Foundation, “means giving space to a living memory. The FILA Brand Experience Center is confirmed as a place where sport, culture and territory meet: a space where stories are not only told, but experienced. A commitment that reflects the values of the brand: authenticity, Heritage and the ability to transform the past into a contemporary experience.”
