the challenge
designing and creating – in a unique and memorable way for the frankfurt motor show – the stand for the presentation and launch of the “legend” of italian car-making: fiat 500

the solution
the project wanted to emphasize the presentation of the new fiat 500 and make it memorable. we thought of a reproduction of the new car, but five times bigger than the real one. inside it, we placed a carousel-test drive, where five real vehicles with guests on board drive inside the larger model and go through the features of the product, with the help of videos and special effects. the rest of the exhibition space was divided into three areas, characterized by the colors of the italian flag and dedicated to other products of the fiat brand, the new 500 and the abarth brand

year2007locationfrankfurtservicesstrategic research, vision & concept, design, engineering, management