PRODEA GROUP SIGNS EVENT CELEBRATING 125 YEARS OF FIAT
The event took place at the historic Lingotto racetrack in Turin on 11 July, the brand’s birthday
The venue chosen to celebrate FIAT’s 125th anniversary was the Lingotto and, specifically, the Pista 500 on the top floor, which was used both to position the spectacular marquee with stage and audience, and as a striking reveal for the cars presented, and as the setting for the fascinating historical parade and the final public event, in the presence of over a thousand guests.
The event was organised by Prodea Group to celebrate the success story of FIAT – which is now the number one Stellantis brand in terms of volume – in the presence of the Minister of Enterprise and Made in Italy Adolfo Urso, the city authorities, the CEOs of Stellantis, Carlo Tavares, and FIAT, Olivier Francois, as well as Stellantis Chairman John Elkann.
After the institutional speeches, guests enjoyed a general overview of both FIAT’s present and its future, with the presentation of the new Giorgio Armani 500e and the new Grande Panda. At the end, in the spaces of the Pinacoteca Agnelli, Casa FIAT was inaugurated, a new space set up to discover the Company’s rich history.
Prodea Group took care of every aspect of the event: from the general concept – inspired by the ‘Smiling to the future’ concept – to the creative direction, from organisation to logistics, from event design to set design, and then on to the historical parade, AV, transfers, the organisational secretariat and the final public event