The Geneva show is to host the world premiere of the Lancia Ypsilon. A large space has been duly allotted to the new model that occupies 60% of the exhibition area. The rest of the stand is devoted to Lancia's current production models including the Thesis, Phedra and Lybra. 

The second area with its travertine marble floor houses two Lancia Phedras, both in the Emblema specification: one equipped with a powerful 3.0 24v unit, the other with the sparkling 2.2 JTD 16v. Not far from the MPVs, you can see a Thesis 3.0 24v and a 2.4 JTD, again in the most prestigious specification. Show visitors can view the Lybra Emblema 2.4 SW in the area that divides the Lancia flagships from the new model. 

The area devoted to the Ypsilon aims to be particularly appealing. In the background visitors will be able to see the Lancia building and prestigious street scenes opening onto an Italian piazza with an innovative floor made out of river pebbles embedded in resin. Here the public can stroll amidst shop windows and galleries as though they were walking along an exclusive street in Rome or Milan. Or they can stop off at the exclusive, private Terrazza Martini located on the first floor of the Lancia building and enjoy a privileged view over the stand. A fountain of water reminiscent of the famous Trevi fountain plays next to the Terrazza Martini to recreate the feel of being in a Roman street café. 

This sophisticated interplay of references is designed to recreate a New Dolce Vita feel. 

The two shop windows that overlook the piazza would not look at all out of place in Via Condotti or Via Montenapoleone. Here expensive luxury items rub shoulders with car components such as the grille and steering wheel to drive home the message that the Lancia Ypsilon is a jewel among jewels. Visitors can also admire a third shop window set up to look exactly like the window created for the Thesis in Via Montenapoleone in Milan some months ago. 

The exhibition area also houses a glass case containing the new 1.3 Multijet 16v engine and a corner devoted to the Polo Cup. A perfume workshop is also present to reflect the atmosphere of style and sophisticated craftsmanship so prevalent in Italy. Here visitors can create a favourite perfume or claim an off-the-shelf car fragrance as a free gift. The Lancia boutique with its top quality wares looks out over the piazza. 

A film clip entitled 'Fascination Ypsilon' plays against this backdrop. The film was made for visitors to the show and is shown at several points on the stand to illustrate Lancia's ironic, post-modern slant on La Dolce Vita.