 |
|
After the Italian success, the Per fare
un albero ("To make a tree") project
crosses national borders and lands in Paris
with the name L’Arbre de L’Espoir.
The protagonists of the project are twelve
full-scale fibreglass Fiat 500C sculptures
made by designer and architect Fabio
Novembre containing trees of various shape
and size. |
|
 |
|
|
|
After the Italian
success, the Per fare un albero ("To make a
tree") project crosses national borders and lands in
Paris with the name L’Arbre de L’Espoir. The
protagonists of the project are twelve full-scale
fibreglass Fiat 500C sculptures made by designer and
architect Fabio Novembre containing trees of various
shape and size.
The original works will be hosted in splendid Place
Vendôme in Paris until 29 June bringing a touch of art
and nature to the heart of the French capital. The
exhibition is also a charity event for Dessine
l’Espoir, the association sponsored by Unesco
Goodwill Ambassador Cristina Owen-Jones for helping
people affected by HIV, particularly in south African
countries using art as a prevention tool and an
instrument for fighting discrimination. To raise funds
for the Dessine l’Espoir Association, Fiat has
decided to hold a silent auction for one of Fabio
Novembre's sculptures with the sponsorship of Christie’s
France. Bids can be submitted for the entire duration of
the exhibition on www.unarbrepourlespoir.org.
Recently, Fiat has already supported Dessine l’Espoir,
precisely in Paris. On the evening of 16 March, Fiat
sponsored the association's gala at the Grand Palais in
Paris auctioning off one of Fabio Novembre's three
sculptures displayed there. Raised funds all went to
Dessine l’Espoir. The gala was also a preview of the
12th edition of ArtParis, modern and contemporary
art exhibition, and Fiat was Official Car of the event.
The objective of the original Italian Per fare un
albero project was to colour the city of Milan and
make it more pleasant: from August 2009 to February
2010, twenty of the original creations were installed in
via Montenapoleone, the main street of the four-street
international fashion district. The objective was to
transform an exclusive space into an open, pleasant
place were design, productivity and entrepreneurship met
to provide a service to locals and tourists. L’Arbre
de L’Espoir, the evolution of the Milan project,
will be staged in Paris with the same principles and
reasserts the commitment of Fiat in the social and
cultural areas, as the Dessine l’Espoir Association
sponsorship confirms. On the other hand, the project
highlights Fiat's commitment to sustainable mobility, as
demonstrated by the choice of the Fiat 500C for
Novembre's sculptures. This car perfectly embodies the
values of design, fashion, eco-friendliness and respect
for the city. Suffice it to say that a new Twin-Air
two-cylinder engine - a revolutionary power unit with a
displacement of 900 cc, 85 HP and CO2 emissions equal to
95 g/km, a benchmark in its category - will be debuting
precisely on this model next September.
Furthermore, today Fiat 500C already adopts
state-of-the-art technologies for cutting consumption
and emissions, as demonstrated by the recent expansion
of the engine range, now featuring a second-generation
1.3 Multijet delivering a power of up to 95 HP. With 8
injections per cycle, the 1.3 Multijet II improves low
rpm torque delivery by up to 25% and cuts emissions by
6%. Again with a focus on environmental protection, Fiat
500C is available with Start&Stop, the system which
temporarily stops the engine and starts it again when
the car is stationary with the engine idling: this
reduces urban cycle average consumption by up to 12%.
Also, the Fiat 500C range offers eco:Drive, an
innovative software for analysing driving behaviour and
helping the driver to optimise consumptions and
emissions by connecting through the USB port of the
Blue&Me system.
In short, the Fiat 500C perfectly expresses the
commitment of Fiat in the field of environmental
protection and encouraging users to adopt a more
responsible, eco-friendly use of the car. It is no
coincidence that, for the third year in a row, Fiat has
been the most environmentally-friendly of the
top-selling 10 car brands in Europe, with an average CO2
emission level of 127.8 g/km, compared to the market
average of 145.8 g/km (analyses carried out by the
independent institution JATO Dynamics). A
fundamental boost to obtaining this result was certainly
given by the extraordinary growth of methane, the most
eco-friendly and cost-effective fuel available on the
market today. A forward-thinking direction chosen over
ten years ago, that has made Fiat undisputed European
leader in factory-fitted methane systems (OEM), as
demonstrated by nearly 400,000 units sold to date in the
Natural Power range, which includes 14 bi-fuel
(methane/petrol) models - cars and commercial vehicles -
for responding to all mobility needs.
Finally, the Fiat 500C Per fare un albero project
has recently won the Best Ambient Media prize of
the 7th Press & Outdoor Key Award. The
prestigious award promotes creativity and effectiveness
in press (daily and periodical), outdoor and
non-conventional advertising. Last Christmas seven of
Fabio Novembre's works embellished via Borgogna in Rome
- one of the streets of excellence, fashion and the best
Italian style brands – as pots for Christmas trees
decorated with 700 brightly coloured models of the
little convertible. Furthermore, with the same aesthetic
and social objective, the initiative will be repeated in
Madrid from 21 June to 4 July, where 12 Fiat 500C
sculptures will be displayed along Jorge Juan, one of
the trendiest streets of the Spanish capital.
|
|
|
