Fiat and Bulgari have agreed a prestige partnership to form an integral part of Bulgari’s “Roman Holiday” creative campaign, expressing the exuberant spirit and ‘joie de vivre’ of the two all-Italian brands worldwide.
For the campaign, 1,600 exquisite pottery miniatures of the historic Fiat 500F, to scale 1:6 and 1:12, have been produced to adorn the windows of around 300 Bulgari boutiques worldwide. These cars will be carrying “passengers” of great distinction: magnificent items of Bulgari jewellery, symbolising the finest Italian taste and style.
The little white and gold models are reproductions of the most popular Fiat 500 of all time, the F series, built from 1965 to 1972. And on July 4th this year, this model’s work-of-art status was formally recognised, as one of its number joined the permanent collection of the Museum of Modern Art, or MoMA, in New York. It was a well-deserved homage to the iconic little Fiat 500, which celebrates its 60th birthday this year and is a symbol of Italian creativity, capable of inspiring artists and designers all around the world, a unique expression of beauty and art.
The 500 project fits perfectly into the “Roman Holiday” summer campaign, Bulgari’s new creative programme originating from the famous film starring Audrey Hepburn and Gregory Peck, with advertising constructed around very colourful maps of Rome – home to both the most splendid cultural monuments and famous entertainment venues – which evoke the Eternal City’s hedonistic spirit. The irresistible joie de vivre of these drawings, by the young but already successful artist Lotta Nieminen, is well matched by the fun-loving, cheerful character of the Fiat 500, a global ambassador for Italy and emblem of mass car ownership.
The model Fiat 500s are accompanied by miniatures of another Italian symbol, the Vespa scooter.
Some of the objects produced by the creativity of post-war Italian industry, of which the 500 and the Vespa are fine examples, cannot be judged merely by their appearance. Revolutionary in their design and concept, they exert a special, magical appeal, redefining shared assumptions, and are key masterpieces of industrial history. The Fiat 500, may have shaped automotive history but it has never been merely a car – in its 60 years of history, it has entered the collective imagination and has become an industrial icon of immense artistic and cultural value.