Fiat’s pre-launch marketing of its new retro-look 500 takes a new step at the international Milan furniture fair from today where buyers can ‘reserve’ 500 numbered examples of an ‘Opening Edition’ and choose between two versions, one of them designed by Cappellini.
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The official launch, scheduled for 4 July in Turin, has been preceded by a number of different initiatives, the latest of which links Fiat and Cappellini, an internationally renowned Italian design brand.
During the furniture fair which opened on Wednesday (18 April), some exhibitors are holding events in other parts of the city. Cappellini has set up in the former Upim store in Piazza San Babila. The Cappellini Temporary Store is located in the town centre, with approximately 2000 square metres on two floors.
In one area, known as the 500 Lounge, the public will be able to reserve one of the 500 numbered examples of the new car.
They will be able to choose between a version customised by Cappellini, featuring exclusive light blue, mouldings, and a version with pearl white bodywork, with a numbered badge on the outside pillar and a plate inside on which the customer’s name can be engraved. Anyone interested can sign a non-binding purchasing request, granting the right to a place on the waiting list for the assignment of one of the 500 Opening Edition versions of the car. Potential purchasers will be told details of the price and specification later, when they will be able to confirm or cancel the purchase.
Visitors can also access a multimedia station, where they can configure a 500 concept, choosing the colour, stickers to apply and some accessories. The they can enter a ‘black box’ to see a life-size 3-D projection of the personalised 500, and receive a print-out of the prototype.
The configurator is an evolution of the virtual laboratory on the 500’s dedicated website that has collected more than 160,000 configurations, and suggestions for the accessories and customisation of the new model.
Since it went online on 3 May, 2006, the site has been visited by over 2m users and boasts a community of 50,000 fans, Fiat said.
