The birth of the Benelli Concepts

The first generation of Concept Guns was born in 2005 from an idea of the President, Mr. Luigi Moretti. The idea and goal was to merge one of his great passions, love of the arts, into his flagship product. The semi-automatic is the heart and driver of the whole Benelli product range, not just a simple tool, but a unique collector's item. In 2005 the basic project used to develop the concept guns was the Argo rifle. Here, the concepts of time, perception, movement tend to merge and chase each other in a continuous play of light and depth that projects cutting-edge technology into the magic world of art. Which is only fitting for a product made in Urbino. Time. Perception. Movement