In the year that sees the celebration of both the 150th anniversary of the unification of Italy and Gucci’s 90th anniversary, Gucci and Fiat are proud to unveil the 500 by Gucci, a special edition of the iconic Fiat 500 customized by Gucci Creative Director Frida Giannini in partnership with Fiat’s Centro Stile. Launched on the opening day of Milan Fashion Week, the 500 by Gucci will also be on presented at the Geneva International Auto Show from March 3–13, in a dedicated Gucci pop-up store within the Fiat stand.
The black and white colours of the 500 by Gucci, in unique eye-catching glossy pearl glass paint, set the stage for a neo-classic black and white film. These two distinct colors complement one another: black, with detailing in shiny chrome paired with interiors that contrast sharp black and white, for a contemporary and racy attitude. White, with satin chrome detailing and ivory and black interiors for a softer, sophisticated look.
The car’s silhouette is outlined by Gucci’s signature green-red-green stripe, which runs along the entire perimeter and links the exterior to the interior. The stripe also appears inside on the seats, on the gear shift, the key-cover, the carpets, and in an innovative finish on the seatbelts.
The communications activity behind the worldwide launch of the 500 by Gucci is being developed with the support of Lapo Elkann and his agency, Independent Ideas, and will include a fully integrated above and below-the-line campaign.
The 500 by Gucci will initially be available from April 1 to June 30 exclusively by pre-order online at www.500bygucci.com, with a list price in Italy that starts from 17,000 euro all inclusive. The car will also be displayed in exclusive locations in metropolitan cities such as Paris, London and Tokyo, followed by the European commercial launch in July. It will then become available in the rest of the world at the end of the year.