Outstanding design is one of the hallmarks of Fiat cars, with the superbly iconic 500 or “Cinquecento” of course taking centre stage. Indeed, this is further shown by a remarkable docufilm “One-Shot”.
The trailer of this film is now on air, looking “behind the scenes” of the creation of the One-Offs, three exclusive interpretations of the New Fiat 500, by Armani, Bvlgari and Kartell.
The full film can be viewed on Fiat’s social media channels, first of all on YouTube. The link is https://www.youtube.com/watch?v=PGGd7EcnmNI&feature=youtu.be. But you can also see it on FCA’s Facebook and Instagram pages.
This breathtaking journey, narrated by Olivier François – President, Fiat Brand Global and FCA Chief Marketing Officer, includes interviews with designers, tales of partners, close-ups on the details and selection of materials, where the aim is caring of the environment and its sustainability.
The short film (15 and a half minutes) presents a relentless succession of meetings and processes that highlight teamwork, the affinity between designers from different fields and the emotions involved in playing an active role in an extraordinary project: the creation of something unique, an interpretation of the New 500 alongside the very best of “Made in Italy”.
The result is the three One-Offs, embodiment’s of the style, creativity and craftsmanship characteristic of “Made in Italy” and of our partners in the project, in the path and in the vision of the Earth’s future.
The journey depicted in the film begins in Turin, cradle of the Fiat brand, passing from Rome on the way with its sunsets, colors and lines that symbolize Bvlgari all over the world, to arrive in Milan, the world capital of fashion and design, due in no small part to Armani and Kartell.
The twist in the tale has Milan as the setting for the entire presentation of the New 500.
A veritable gearshift takes place in the film’s account of the tense time when the Geneva International Motor Show was canceled, and a plan B had to be found and set in motion. The presentation of the New 500 and the One-Offs was completely rewritten to pull up stakes, to Milan.
The short film is created and produced by VICE Italy, with Rockets at the helm. It uses the language of documentaries to reveal aspects normally concealed from the general public, in an immediate and effective way.
In an authentic, realistic vernacular, the evocative film opens the doors of the Style Center in Turin to the cameras. We get an exclusive peek inside the “Color & Material” department led by Rossella Guasco, halfway between a sophisticated research center and an elegant fashion atelier.
The footage documents their almost-obsessive attentiveness to every detail, that “know-how” typical of Italian creativity, and dwells on the emotions of the whole team as they experience something truly unique.
The journey continues in an interview with Klaus Busse, Head of Design, explaining what lies beneath the creative process of style and forms, and the role of the 500 in the history of industrial design, even more so in the collective unconscious.
It was the Style Center that took a legend of the 50’s, the fabled “Cinquino”, and reinvented it in 2007 to “color” everyday life and streets all over the world, making it an authentic, unique and salient response to the requirements of international urban mobility.
At the Milan launch of the One-Offs in March, it was even announced that the Fiat 500 has been confirmed as an “Italian Icon and Honorary Member” of Altagamma, the prestigious Foundation that brings together the best of Italy’s companies, to promote the epitomes of the country’s excellence around the world.
Just have a look at the photos here, and also enjoy the film!
Hans Knol ten Bensel