PRODEA GROUP STAGES THE WORLDWIDE LAUNCH EVENT FOR NEW FIAT TOPOLINO AND FIAT 600e.
The event, won by tender, took place at the historic Lingotto track in Turin on July 4, the birthday date of the Fiat 500.
The venue chosen for the worldwide launch of the new FIAT Topolino and the new FIAT 600e is one that best represents FIAT’s heritage and future: the Lingotto. The surprise for all present at the day, however, was the setting for the press conference: The Pista 500 on the top floor, used both to position the scenic tent – with stage and seatings – and as an impactful car reveal. In fact, the cars were unveiled to the international journalists with a direct entrance to the stage from the track’s parabolic curve.
The event was staged, after tender, by Prodea Group to celebrate the successful journey of FIAT, which has become the number one Stellantis brand by volume. It was therefore an opportunity for a general overview of both FIAT’s present and its future, through the presentation of the extended 500e family: the new Topolino, younger sister, and the new 600e, older sister. The event was chaired by Olivier Francois, Chief Executive Officer of FIAT and Global Chief Marketing Officer of Stellantis.
Prodea Group took care of every aspect of the event: from the overall concept – inspired by a colorful New Dolce Vita – to the creative direction, organization, logistics, event design, staging and set design, and then on to the techniques, video, transfers and organizational secretariat.