2008 Fiat 500 Celebrates its 1st Birthday
Music, art, and togetherness: celebrate the “500 PICNIC” on July 5
Soon it will be July 5th – and that means there will be elaborate celebrations for the first birthday of the FIAT 500. From Italy to Japan, from France to South Africa: All those who own and those who can’t wait to get one will be the guests of honour of the "500 PICNIC”, the initiative conceived to share the passion and emotion that distinguish this huge community (picnic guests will receive a gift "basket" signed Guzzini with several FIAT gadgets).
Each party will feature concerts, art exhibits, and games, as well as performances by artists selected through the “500 PICNIC Artists” competition. Various nominations of various nationalities have logged on to www.picnic.fiat500.com and were then evaluated following a special on-line casting organised in collaboration with MTV. Furthermore, in just over one month, the site recorded more than 33,000 visitors and a total of nearly 115,000 pages visited.
One lucky name will be selected from among the winners and awarded a FIAT 500, while other artists will receive a Fender guitar personalised with the “500 1st Birthday Limited Edition” logo. Thanks to the support of “M. Casale Bauer” (Italian import company), Fender customised this unique model of the most famous guitar of all time - the Stratocaster – which, like the FIAT 500 - has always been considered a true icon in the world of music.
Athens, Budapest, Copenhagen, London, Milan, Munich, Palermo, Paris, Rome, Rotterdam, Tokyo, Valencia, Hel, Liège, Zurich, and Cape Town: these are the chosen cities that, either in parks or on beaches, will welcome thousands of persons brought together by a common passion for this new car. The “500 PICNIC” was organised in these cities as a moment of gathering and entertainment in keeping with the 500 spirit. There will be plenty of music to listen to and performances by the winning artists of the “500 PICNIC Artists” competition to enjoy.
Music, art, and fun: these ingredients will guarantee a successful event that will involve new FIAT 500 owners and those who are still itching to get one (222,000 have been ordered so far). And each “500 PICNIC” is aiming to satisfy specific national tastes by featuring local attractions: for example, in South Africa, where the initiative coincides with a commercial debut of the FIAT 500, symbolic sites like Table Mountain, the vineyards of Groot Constantia, and the zoological gardens of Johannesburg have been chosen.
In Tokyo, instead, the event is slated to take place along the ocean in Kasai Rinkai Park, where an "exotic" Italian-style brunch will be offered while guests, together with an emerging Japanese artist, will be able to create works of art with recycled materials. The "500 PICNIC" events in Holland, Poland, and Greece have been organised near the sea as well. For example, in Rotterdam, the party will be on a boat, but the guests will be able to show off their cars anyway by lining them up along the quay; in Hel the guests will celebrate at the famous FIAT Playa of this Polish seaside resort; finally, in Athens, the event will take place at Akanthus, an exclusive hot spot overlooking the sea, and will conclude with spectacular fireworks over the water.
In Italy, the “500 PICNIC” will take place in Milan (at the IdroPark), in Rome (at the Caracalla Spa), and in Palermo (at the Favorita Park). These splendid urban parks will offer moments of relaxation, concerts, artistic exhibitions, and games, as well as the traditional picnic out in the open air. The star of the show will always be the FIAT 500 and its numerous fans, who will be able to enjoy a sort of Italian Pride Day through socialisation and respect for the environment.
In Switzerland the party will open with a parade of FIAT 500s that will leave from the various dealerships to reach the lake in Zurich, where enjoyable excursions in pedal-boats and the delivery of ten FIAT 500s are planned. London, instead, will host the event at the prestigious Alexandra Park, where guests will spend a day of relaxation and good food, livened up with street games, sports, and music. The Parisian affair will be a sophisticated one at the private club “Tir aux Pigeons” in the Bois de Boulogne, while in Munich the “500 PICNIC” will take place at the Englischer Garten at the Gallery “haus der Kunst”, and focus on the link that has always united art and design with the FIAT 500, a “Made in Italy” icon loved worldwide.
In conclusion, the city of Budapest - where the event will be characterised by sports events, artistic performances, and the absolute involvement of the public, also thanks to the participation of two anchormen from the last Hungarian talent show – and Valencia, where the “500 PICNIC" guests will be welcomed in a large urban park with numerous musicians, street artists, and bands, all topped off with picnic baskets brimming with Italian specialties. In Copenhagen, the 500 will be the star of an “Urban Picnic” that will bring guests to surprising and unlikely sites around the city with caravans of 500s, both vintage and new, that will invade the Danish capital. The FIAT 500 birthday will also be celebrated in Belgium with an unusual event: an “on the road” party along the route of the Liège-Brescia-Liège rally is set to start July 10th and end on the 20th. Owners of FIAT 500s will be special guests at the starting line of this prestigious sports event.
All in all, “the car of the people, created by the people” is looking forward to celebrating its first year of life with its own "500 community". And why not? After all, the idea of this grand party came from these same people and their yearning to meet each other, spend time together, and share their passion for a car that represents a true automotive icon, emblem of the excellence of Italian design, a national treasure of stories and significance that belongs to everyone.
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Posted: 04 Jul 2008
From WikipediaThe Fiat 500 is a car produced by the Fiat company of Italy between 1957 and 1975, with limited production of the Fiat 500 K estate continuing until 1977. The car was designed by Dante Giacosa. Launched as the Nuova (new) 500 in July 1957, it was a cheap and practical town car. Measuring only 3 metres (~10 feet) long, and originally powered by an appropriately-sized 479Â cc two-cylinder, air-cooled engine, the 500 redefined the term "small car" and is considered one of the first city cars.
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