RALLY DELLA LANA 1973–2023

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.

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, June 20, from 9:00 a.m. to 4:00 p.m.

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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.

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.”