The Fiat Group's flagship
MotorVillage dealership on rond-point des Champs-Elysées
in Paris has been transformed into a Christmas themed
exhibition that will offer direct appeal to children and
also raise money for charities.
At the heart of the
MotorVillage's festive season makeover is a 10 metre
high conceptual Christmas tree that evolves through many
different atmospheres over several floors and is the
work of respected floral designer Damien Da Rocha who
has fused the widespread use of modern materials with
floral art and decorative lights to create a unique
tree.
The ground floor of
the MotorVillage meanwhile has been transformed into a
lavish "XMAS Toy Factory" featuring a Fiat 500 Barbie
customised by jeweler Swarovski and a Jeep Wrangler that
has been dressed up in Meccano paneling that will appeal
to older children. For younger visitors there is a "Pop
Up Store" located in a giant Barbie blister: "Automotive
Toyz" offers articles from Barbie, Meccano and Fiat, as
well as animated Christmas themes.
On the second floor a
special gallery, dubbed "Forza Mat" - that also brings
together Fiat, Alfa Romeo and Lancia products - has been
dedicated to the new automotive trend of matte black
paint finishes, with 18 sculpture objects, all finished
in matte paint, being collected together and arraigned
as the focus of this matte theme. The display is
complemented by three cars on show, all featuring matte
paint finishes: the Lancia Delta Hard Black, the new
Fiat 500 Blackjack and the recent limited-edition Alfa
Romeo Brera Independent.
The "Forza Mat"
gallery, which wraps Fiat Group Automobiles' unfolding
fashion matte theme together, contains the work of
architect Jean-Michel Wilmotte, and these objects, which
include matte installations of objects such as traffic
cones and crowd barriers, are being sold for the benefit
of "Make-A-Wish France" (www.makeawishfrance.org)
a charity that grants the wishes of severely ill
children aged between 3 and 17 years old.
The next gallery
contains a ground breaking innovation: the "Live Car
Custom" feature which allows the visitor to use an
interactive animation console to customise an example of
the Fiat 500 sculpture created by Italian artist Fabio
Novembre using an array of different graphic themes
available that are then projected onto the car.
This Fiat 500
fibreglass sculpture was recently shown as part of an
installation of tree-sprouting 500s that came to the
centre of Paris after first being shown in Milan, Italy.
This feature, the "Forza Mat" gallery and the Christmas
themes will all be on show until January 6.
