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Housing and Hephaestus will operate under a joint strategy, guided by a medium- to long-term investment vision.
Each automobile is treated as a high-value asset, intended to appreciate over time. Restoration represents the first phase of value creation, preserving authenticity while increasing intrinsic value. Subsequent amplification activities transform cultural relevance into measurable financial performance.
Collectible automobiles have consistently demonstrated strong appreciation and resilience over the years, often outperforming other alternative investments. Comparable to blue-chip works of art, they represent tangible assets that offer stability, rarity, and prestige, making them ideal for investors seeking diversification and capital protection.
The platform develops experiential revenue streams with controlled risk, activated progressively. It begins with high-fidelity driving simulators, capacity-driven and without impact on physical assets. In parallel, restoration processes are monetized as cultural experiences with zero operational risk. Subsequently, Digital + Physical bundles are introduced to increase average revenue, along with limited-availability formats (experience drops and passenger experiences), activated only in mature and controlled phases.
Allocation and co-investment activities for qualified investors, operating across origination, selection, structuring, and management of automotive assets.
It is not a traditional exhibition space, but a permanent cultural destination that enhances the assets through a structured historical and technical narrative.
The project includes an insurance and valuation advisory line for high-value automotive assets, aimed at institutional clients requiring independent analysis and risk management.
Through its network, HEPHAESTUS provides selective access to exclusive market opportunities, sharing qualified insights on acquisitions and divestments.
Technical authority within the historic automotive segment, providing historical validation, qualitative review, and curatorial endorsement for third-party assets.
A private, limited-access membership offering exclusive access, privileged opportunities, and premium entry into the HEPHAESTUS ecosystem.
The platform provides specialized conservation and storage services for external assets within controlled environments and high technical standards.
Selective licensing of the brand and iconographic content for limited editions, editorial products, and curated collaborations with aligned brands.
Curatorial and technical advisory services for collections, foundations, and museums to structure restoration and asset enhancement, including guidelines, prioritization, workshops, and project supervision.
The platform offers high-fidelity driving simulators based on real vehicle data, enabling an immersive experience without impacting the physical assets.
Audiovisual content based on exclusive access to assets and restoration processes, enhancing documentary and curatorial authenticity.
Confidential briefings for collectors, investors, and family offices on market dynamics, authentication, and value enhancement within the historic automotive sector.
The HEPHAESTUS platform acts as a value amplifier for iconic vehicles, identifying and acquiring selected models in order to enhance their value through international visibility, cultural partnerships, and media-driven initiatives.
Transforms restored automobiles into enduring cultural and financial assets, expanding their reach through exhibitions, publications, and collaborations in content production.
HEPHAESTUS acts as a value amplifier for iconic vehicles, overseeing historical research, acquisition, and restoration through expert-certified interventions, thereby transforming them into true cultural and financial assets. The brand positioning is built through cultural partnerships, immersive experiences, and media-driven initiatives, with the aim of increasing vehicle desirability and sustaining long-term value appreciation.
HEPHAESTUS operates as a platform for value creation and development across the entire lifecycle of the asset. Its model is based on direct involvement in the stages of acquisition, restoration, and strategic positioning, functioning as an infrastructure clearly distinct from traditional financial investment structures.
A retrospective of how research guided Housing's automotive investments at the right time.
MOTORSTORY® is an integrated next-generation museum and theme park platform, designed to transform rare automobiles into "art-grade" cultural assets and activate their monetisation through a ecosystem of research, certification, exhibition, and commercial and cultural promotion.
The project, with an investment of approximately €360 million, combines real estate infrastructure and a high-margin operating platform, with diversified and recurring revenues from a dynamic museum, collector vaults, showroom and auctions, corporate events centre, hospitality, licensing, and media.
Strategically located in Arese, adjacent to the «Il Centro» shopping centre with 22–25 million annual visitors, Motorstory targets over 2 million visitors per year and aims to reach an international audience and broader public contexts.
The platform is designed for scalable international expansion, with additional Motorstory® locations planned across multiple markets, including the United States.
We reinterpret iconic racing liveries from the past, carefully translating their spirit, colors, and identity onto modern vehicles. Each project is a balance between heritage and innovation, where historic designs are not simply replicated, but thoughtfully reimagined to fit contemporary forms. Through this process, every car becomes more than a machine — it becomes a painted memory, carrying the legacy of motorsport into the present.
The selection of vehicles and their restoration are carried out with meticulous attention, followed with obsessive precision down to the finest detail.
Housing and Hephaestus operate as one ecosystem, uniting precision, credibility, and storytelling to generate long-term market value. Together, we evolve automotive masterpieces from private assets to global references.
Founded in 1996, Quality Cars has grown to become one of the world's leading restoration specialists, internationally recognized for its precision, craftsmanship, and deep commitment to automotive heritage. All restoration work directed by Housing on its own vehicles is performed under the supervision of RINA, in collaboration with historical research institutes and independent experts. This process ensures maximum transparency, verified authenticity, and compliance with the highest international standards.
Restorations completed
Awards won
Total value of the first part of the project
A Ferrari previously owned by Steve McQueen was acquired and restored starting in 2018. Initially believed to have been destroyed, its history was the subject of an in-depth verification process carried out in collaboration with RINA and the Automotive Masterpieces Historical Research Institute. At the end of the restoration in 2021, Ferrari S.p.A. issued an official Certificate of Authenticity, confirming the vehicle’s complete originality. Featured in an article in the official Ferrari magazine and exhibited at the Ferrari Museums, it also received the First in Class award at the 2021 Cavallino Classic in Modena, representing one of the most significant rediscoveries of Ferrari’s historical heritage in recent years.