NEW FIAT FLAGSHIP STORE OPENS WITH CELEBRATION PARTY
Fiat Group Automobiles UK Ltd has just opened a stylish new Flagship Store in London’s West End, and is marking the occasion with a design exhibition and celebrity party.
The showroom, located in the heart of the capital at Wigmore Street, London W1, features a cutting-edge interior of chrome and glass which provides a superb backdrop to the range of Fiat cars on display.
The company took the car world by storm in January when it launched the iconic new Fiat 500 by ‘flying’ it in one of the capsules on the London Eye. Now Fiat is establishing its new Flagship Store as a ‘cool’ place for car buyers and Fiat enthusiasts, as well as marketing it as a venue for corporate meetings, fashion shows, art and design exhibitions, and as a lavish set for film makers.
Broadcast giant CNN has already booked the Fiat Flagship Store for a high level seminar for the automotive world’s leading marketers and media opinion-formers.
Coinciding with a glittering celebrity party kicked off by the Italian Ambassador Giancarlo Aragona, the opening night exhibition, called Fiat Workpop 500, featured the work of 22 young designers who are competing to design an accessory for the Fiat 500 that will be chosen to go into production, and become available for general sale.
Top international designer Ron Arad, Head of the Design Products Department at the Royal College of Art, and chairman of leading Italian homeware group Guzzini, is heading the competition’s panel of judges.