Fiat 500 launch brings Italy to a halt
Earlier this month, towns and cities across Italy literally came to a standstill to celebrate the launch of the new Fiat 500 - exactly 50 years to the day since the launch of the original icon, and the Italian carmaker organised a launch on a truly...
Earlier this month, towns and cities across Italy literally came to a standstill to celebrate the launch of the new Fiat 500 - exactly 50 years to the day since the launch of the original icon, and the Italian carmaker organised a launch on a truly epic scale.
When the original car was launched, a cavalcade of 150 cars paraded through Fiat's home town of Turin. For the new Fiat 500, not only was there a massive event in Turin, but another 30 cities across Italy closed their city centres and historic squares to every car - except for Fiat 500s, old and new.
In Turin on July 4 there was a party for more than 7,000 guests from 63 countries, including 3,750 dealers, importers and company representatives, more than a thousand journalists, about a hundred financial analysts, 200 suppliers and a thousand guests, including authorities, businessmen and personalities from the worlds of entertainment, fashion and sport.
The next day in Rome senior Fiat executives presented the Fiat 500 to the President of Italy. At the same time, across Italy some of the most historic, beautiful squares and piazzas were dedicated to the Fiat 500, including Piazza del Popolo in Rome, Piazza Duomo in Milan, Piazza Politeama in Palermo and Piazza San Carlo in Turin.
On each a special party was held, with entertainment, car displays and food stalls. But the best and most eagerly awaited moment was the show planned for Turin on the evening of July 4, starting at 10, in the Murazzi area down by the River Po. The event was produced by K-events/FilmMaster Group, directed by Marco Balich, Italy's most famous creative producer, known all over the world for his inspired, imaginative, spectacular shows, including the opening and closing ceremonies of the Winter Olympics, which last year attracted world attention to the city of Turin.
For the Fiat 500, Balich organised an extraordinary kaleidoscope of light, sound, music and stunning performances that enthralled the public in the stands, in Corso Cairoli and others watching on TV. In addition to all the guests, there were tens of thousands more watching the show on maxi screens on Turin's finest squares, Piazza Vittorio Veneto, Piazza San Carlo, Piazza Castello and Piazza Emanuele Filiberto, and the show was broadcast live on Canale 5.
The event was also streamed on the Website www.fiat500.com, enabling viewers to experience all the emotions of the celebration in Turin, wherever they might be in the world. The culmination of the presentation was obviously the arrival of the car. But this was just the start of the party!
On July 4, before the evening show, Turin's finest squares hosted numerous, original initiatives dedicated to the new Fiat. The event also provided an ideal opportunity for guests to visit the Pinacoteca Giovanni e Marella Agnelli, which remained open, or one of the numerous museums in the city centre, some of which stayed open until 2 a.m.
Following the big party, the next morning, after the press conference at PalaIsozaki, 180 cars were made available at the Stadio Comunale for the journalists' test drives, while in Corso Traiano, some historic Fiat 500s provided the framework for picnics, shopkeepers' parties, street markets and animations.
A true Italian launch, with all the style, elegance and gorgeousness fit for the Fiat 500 and the love that surrounds this Italian icon.
When the original car was launched, a cavalcade of 150 cars paraded through Fiat's home town of Turin. For the new Fiat 500, not only was there a massive event in Turin, but another 30 cities across Italy closed their city centres and historic squares to every car - except for Fiat 500s, old and new.
In Turin on July 4 there was a party for more than 7,000 guests from 63 countries, including 3,750 dealers, importers and company representatives, more than a thousand journalists, about a hundred financial analysts, 200 suppliers and a thousand guests, including authorities, businessmen and personalities from the worlds of entertainment, fashion and sport.
The next day in Rome senior Fiat executives presented the Fiat 500 to the President of Italy. At the same time, across Italy some of the most historic, beautiful squares and piazzas were dedicated to the Fiat 500, including Piazza del Popolo in Rome, Piazza Duomo in Milan, Piazza Politeama in Palermo and Piazza San Carlo in Turin.
On each a special party was held, with entertainment, car displays and food stalls. But the best and most eagerly awaited moment was the show planned for Turin on the evening of July 4, starting at 10, in the Murazzi area down by the River Po. The event was produced by K-events/FilmMaster Group, directed by Marco Balich, Italy's most famous creative producer, known all over the world for his inspired, imaginative, spectacular shows, including the opening and closing ceremonies of the Winter Olympics, which last year attracted world attention to the city of Turin.
For the Fiat 500, Balich organised an extraordinary kaleidoscope of light, sound, music and stunning performances that enthralled the public in the stands, in Corso Cairoli and others watching on TV. In addition to all the guests, there were tens of thousands more watching the show on maxi screens on Turin's finest squares, Piazza Vittorio Veneto, Piazza San Carlo, Piazza Castello and Piazza Emanuele Filiberto, and the show was broadcast live on Canale 5.
The event was also streamed on the Website www.fiat500.com, enabling viewers to experience all the emotions of the celebration in Turin, wherever they might be in the world. The culmination of the presentation was obviously the arrival of the car. But this was just the start of the party!
On July 4, before the evening show, Turin's finest squares hosted numerous, original initiatives dedicated to the new Fiat. The event also provided an ideal opportunity for guests to visit the Pinacoteca Giovanni e Marella Agnelli, which remained open, or one of the numerous museums in the city centre, some of which stayed open until 2 a.m.
Following the big party, the next morning, after the press conference at PalaIsozaki, 180 cars were made available at the Stadio Comunale for the journalists' test drives, while in Corso Traiano, some historic Fiat 500s provided the framework for picnics, shopkeepers' parties, street markets and animations.
A true Italian launch, with all the style, elegance and gorgeousness fit for the Fiat 500 and the love that surrounds this Italian icon.