The New Musa Experience got underway in Milan at the weekend at the fashionable Superstudiopiù - with the public able to put to the test the model's luxury pretensions as part of La Notte dei Pubblivori, an event for which Lancia is the main sponsor. The New Musa was launched to the world at last month's Frankfurt IAA and it is a carefully facelifted version of the model which has proved such a success in Italy, leading its market segment in the face of lower-cost opposition.

The New Musa Experience launch event took place on Friday 26th October at the Superstudiopiù, a trendy new location in Milan which is used for major events, exhibitions, conventions, fashion shows and also photography, cinema and television exhibitions and conventions. It boasts 7,000 sq metres of versatile space as well as a large garden area. The VIP guest of the inaugural New Musa Experience was leading Belgian model Nina Hennen who is a familiar face on Italian TV.

The New Musa Experience sees members of the public chauffer driven over a short distance in the New Musa, whilst sitting in the rear seats with a glass of champagne. The idea is to demonstrate the qualities of the New Musa: luxury, comfort and close attention to details. From the cosseting leather or Alcantara finished seats, the guest can absorb the car's comfort, the quietness which is guaranteed by the use of innovative materials, and the airy brightness conveyed by the large glass 'Grand Luce' roof. This marketing initiative puts into practice Lancia's slogan devised for the New Musa: "Limo within, City outside."

The New Musa Experience will also be part of La Notte dei Pubblivori tour when it moves on to Bologna (9th November), Florence (10th November), Rome (16th November) and Bari (24th November).