Fashion-Forward: Fiat at the Los Angeles Auto Show 2010
A key market for the Fiat brand, Los Angeles was the ideal city to launch Fiat’s reemergence in the North American market and its flagship Fiat 500 vehicle.
To compliment their brand marketing goals, Fiat asked GPJ to design a show-stopping display for the Los Angeles Auto Show. Visitors would be exposed to an intimate experience in a high-concept space that was distinctly Fiat.
Using Fiat’s long-running Italian heritage and connection to personal style as starting points, GPJ created an organic environment of red and white curves. This included the magnificent centerpiece – an arcing display structure surrounded by new Fiat vehicles.
Emphasizing Fiat’s lineage, an opening in the center of the structure created a space to display an original 500 from the late 1950’s. In addition, the interior of the structure served as a Style Center, a lifestyle and merchandise showcase and an ultramodern lounge.
A three-sided counter served as the Style Center, telling the story of the 500,000 possible configurations for the 500. Not far from the Center, Fiat-branded merchandise was exhibited in a two-sided showcase.
For visitors, Fashion-Forward: Fiat at the Los Angeles Auto Show 2010 became a relaxing alternative to many of the cluttered exhibit spaces. Press and public alike had time to learn more about the evolution of Fiat 500 Fiat design while sipping on Italian espressos.
