|
The motor
industry’s style icon of the moment – the stunning Fiat 500 – is set to makes
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, 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.
The London Design Festival is now in its fifth year
and has become a fixture on the international creative
calendar. With over 200 projects and audiences of
300,000 it has quickly become one of the most important
design events in the world.
The Festival is an umbrella brand and works in
partnership with a wide network of organisations and
individuals. They range from museums and retailers, to
educational institutes, creative businesses, trade
shows, magazines, designers and international cities.
|
 |
|
The Fiat 500 is
currently taking centre stage at the Frankfurt Motor
Show where an innovative feature on the stand is
allowing visitors to 'test ride' the new model. |
|
|
 |
|
The motor industry’s style icon of the moment, the
stunning Fiat 500 (above at the Frankfurt Motor
Show), is this week making its first appearance at
the London Design Festival in the UK’s capital as
part of the 'Tent London' exhibition. |
|
|
London's design scene has an unparalleled range of
diverse contributors, and an extraordinary breadth and
depth in comparison to other international cities - the
Festival aims to mirror this unique eclecticism.
Meanwhile, the number of international projects
continues to grow, ensuring its global relevance and
reputation. Still a young event, the Festival continues to
develop and evolve, creating new networks, stimulating
growth in the sector, increasing the opportunities for
trade, and enhancing the reputation of London and the UK
as a place for creative excellence and innovation.
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.”
|
|
|
|
