04 Jul 2020
FIAT 500 CELEBRATES ITS BIRTHDAY IN STYLE AS PRODUCTION OF NEW 500 STARTS IN TURIN
- Production of New 500 has started at the Fiat Chrysler Automobiles (FCA) Mirafiori complex in Turin - the birthplace of the iconic city car
- Fiat launches the Virtual Casa 500 to celebrate the 63rd birthday of the 500, accessed via www.fiat.co.uk
- The Virtual Casa 500 is a virtual museum, enabling visitors to discover the past, present and future of the Italian icon
On the 63rd anniversary of the iconic Fiat 500, its production has returned to the Mirafiori plant in Turin with the launch of the all-new electric 500.
The Fiat 500 has returned to its home in Turin with production of the New 500 starting on the fully renovated production lines at the Mirafiori plant, based in the south-west of the city. The 500 was built at Mirafiori between 1957 and 1975, whilst the first Fiat to bear the 500 moniker - the 500A Topolino - was produced at the original Lingotto plant in the city.
Fiat introduced its iconic 500 city car 63 years ago, on 4th July 1957. The legendary ‘Cinquino’ immediately established itself as a veritable social phenomenon providing affordable mobility and freedom for the first time to Italians. Its success was vindicated in 2017, when a first-generation Fiat 500 was added to the permanent collections of the Museum of Modern Art (MoMA) in New York.
Fifty years later, with the launch of the second generation, the Fiat 500 returned to its status as an icon of Italian fashion and style.
Now in 2020, the third generation of the New 500 is once again ready to revolutionise urban mobility in the name of sustainability, powered by innovation and technology.
Virtual Casa 500: a virtual museum to celebrate the birthday of an icon
A virtual museum to recount the story of the 500 has been created and can be visited from a smartphone, PC or tablet. The dynamic journey takes guests from the 1950s to the present day, telling the story of the 500’s past, present and future. The fourth floor of the Pinacoteca Agnelli art museum, at the Lingotto complex plays host to the Virtual Casa 500 and from spring 2021 will provide the location of ‘Casa 500’ when it opens for real.
In Virtual Casa 500, everything is just a click away, with 11 themed zones – The Legacy; Made of Italy; New 500 One-offs; Diary of an Icon; A Journey through Three Generations; New 500 Experience; 500 Design Story; A Story of Social Relevance; The Future Starts Here; 500 Vintage Vibes; Open for Change. Each zone takes the visitor on an immersive journey through the world of the 500 to evoke memories, dreams and feelings.
The first area, focused on the industrial and cultural heritage of the Fiat 500, gives an account of how the model interpreted the needs of three generations: the 1957 democratic 500, the individualistic 2007 model, eventually reaching the socially responsible 2020 version. Icons of Italian design are exhibited in the Made of Italy area. These objects, one of which is the Fiat 500, subverted the rules of design and changed perceptions. The historical zone includes a multimedia journal of memories to explore a wealth of the content – interviews, adverts, events and awards – that made the Fiat 500 an international star. An unmissable collection of sketches and images recount the evolving design and the creative adventure that breathed life into three generations of Fiat’s ‘Cinquino’.
Another area is focused on the New 500: the true star of the show, an icon of Italian culture, to be discovered in detail through a 3D experience. The most charismatic city car is unveiled to visitors showing off its attributes of being 100% electric, its impressive battery range and a recognisable, yet modern design.
The area dedicated to the One-offs presents the three exclusive interpretations of the New 500 by Armani, Bvlgari and Kartell: timeless masterpieces characterised by craftsmanship and sustainability. At the end of this incredible journey is a ‘Chill Zone’, a place to relax beneath a ceiling installation that recalls a huge starlit sky.
FIAT Chrysler Automobiles UK Press Office Contacts:
Chloe Yemm, Public Relations Manager Fiat, Abarth and Fiat Professional +44 (0)1753 519551 firstname.lastname@example.org
Kate Saxton, Public Relations Director, all brands UK & Ireland +44 (0)1753 519592 email@example.com