The motor industry’s style icon of the moment – the stunning Fiat 500 – is all set for its first appearance at the London Design Festival in the UK’s capital.
The new 500, which represents Fiat’s manifesto for the future, has already set the motoring world alight, attracting critical acclaim from potential customers, enthusiasts and the media alike. And the London Design Festival, which runs until 25 September 2007, will be a perfect backdrop to display the 500’s amazing poise and style to a new group of interested onlookers.
Designed at the Fiat Style Centre in Turin, a pearl white example of the 500 will be the focal point at ‘Tent London’ – one of the festival’s leading exhibitions, from 23-25 September. Based at the city’s famous Truman Brewery, a reclaimed industrial site in London’s Brick Lane, ‘Tent London’ will display a vast array of work including old and new design, art and architecture by emerging and established designers from around the world.
The 500 will be contained in a specially-built mirrored glass case that, every six seconds, flashes bright light to reveal the car inside. It’s a fitting show for the 500, a vehicle that is among the leading players in terms of automotive design.
Fiat is backing up the Tent London appearance with a sponsorship of the Financial Times Business of Design Breakfasts, running during the festival at the city’s famous Royal Festival Hall. Covering subjects such as design, branding, architecture and retail, the seminars will attract influential opinion-formers from the design and financial worlds. Delegates will learn about the 500 and receive a model of the car as a memento.
“The London Design Festival is a wonderful opportunity for us to show our new 500 to even more people,” says Elena Bernardelli, Marketing Director, Fiat Group Automobiles UK Ltd. “The festival is quickly becoming one of the leading design events on the world calendar and we are delighted to be a part of it.”Published 18 September 2007