The Lancia Musa will become the Italian shopper's ultimate Christmas gift, when the upmarket 'mini' people carrier goes on display at at several high street stores in the run up to the festive period.

From 20th November to 25th December the Musa will be presented at the High Tech and Cargo stores in Milan, and from 26th November to 25th December it will also be at the Concept Store Tad in Rome.

Lancia believe that the Musa shares the same characteristics as these prestigious stores: innovation, functionality, aesthetic beauty and Italian hospitality.

In the courtyard of 'High Tech', the famous "Emporium" with its twelve themed areas, situated in the Piazza, XXV April 12, is a Musa, painted in chocolate 'Peyrano'.

This car, which will be available for close-up public inspection, is to be joined by five other examples, which from 12th to 18th December, will offer chauffeured accompaniment to shoppers sampling the famous city's designer boutiques. More than providing just a driver, Lancia will be adhering to the philosophy of the Musa which is targeted at buyers who 'appreciate a host and not just a simple passenger'.

The same service will be available at the upmarket Cargo store in the city's Via Meucci 39, the Musa here, wrapping itself in the music and perfumes that are a byword for this store.

Elegance is the theme at the Tad 'gallery', situated in one of the more fashionable districts near the centre of Rome, Via del Babuino 155. While a Musa is to be presented for viewing, in the Tad Cafè, customers will be able to leaf through a bespoke Musa guide as they sample products from the famous Turinese brand 'Peyrano' while seated at the myriad of small crystal-clad tables.

To compliment the Musa's appearance at all three of these stores, High Tech, Cargo and Tad, customers will be able to acquire a kit of scents, which is to branded under the name of 'Beauty Car Musa'.
 

Created exclusively for Lancia by the internationally-famous designer, Laura Tonatto, the kit comprises of an atmospheric essence, a liquid 'perfume and a series of dispensers, both rigid and soft, that allow the scents to emanate from various points in the car.

Four 'spirits' will be available: 'Beyond', dedicated to the sea, 'Iss' which exudes the feeling of moss, bergamot, and bitter orange, 'Anena', inspired by values of green tea, and 'Fior d'Arancio', drawn from the famous film 'Il Gattopardo', featuring famous actress Claudia Cardinale and the well-know French actor Alain Delon, as lovers besotted with each other.

This new concept in marketing, presenting cars at prestigious and busy department stores, is aimed at bringing certain model's to the attention of customers who reflect their core values, while being immersed in pleasant and relaxing surroundings.

Fiat followed this route, which provides an alternative to the more pressurised atmosphere of a dealership, with the creation last month in Milan of the 'Spazio Fiat', inaugurated by Lapo Elkann.

Surrounded by ties, shirts, and other men's apparel, all from prestigious Italian brands, a Fiat Panda 4x4 Climbing is now on display until Christmas at the Rinascente, on the Piazza del Duomo, in the city's fashion-centre.

The Lancia Musa, presented officially in March at the Geneva Salon, is a roomy B-segment 'mini' mpv, that has strong upmarket pretensions, loaded as it is, with a host of exclusive features.

Very much a 'niche' model, it aims to appeal to a class of car buyer, that has as yet not been fully catered for, and in particular it seizes on the changing requirements of big city motoring.