In celebration of its centennial birthday, Lancia has presented its highly exclusive show car, the “Ypsilon Moda Milano” inside the new Milanese 'concept store' called “Sempione 6”. It is the excellence of style, reflected in elegance and timeless glamour as a fundamental aspect of the 'Made in Italy' campaign, and representing 100 years of value from the Lancia brand.

To celebrate this very special anniversary, Lancia will be firmly united with the exact principles that what made the 'Made in Italy' label so famous all over the world: Fashion. Thus Lancia participated this week in the debut of the newest concept store to be opened in Milan, Italy's fashion capital.

“Sempione 6” is the new centre in town for those who always follow the very latest trends. White and Gold are the main colours of the concept store which is showing the newest and coolest exclusive collections signed off by leading designers, inspired by this location. The new Lancia is being presented next to the Sempione 6 store in its own dedicated area Called the Lancia Moda Milano it is special black example of the Ypsilon Moda Milano showcar which was presented for the first time at the Geneva Motor Show earlier this month. Basking in the spotlights, just like in the real fashion world, onlookers can admire this new Ypsilon with its beautiful interior which is finished in Alcantara and black leather. This Lancia Ypsilon is a real piece of 'haute couture' designed by Centro Stile Lancia and several major fashion stylists with the input of three companies: Alcantara, Crystal Label and AT+T.
 

Lancia CEO Olivier Francois explains; “This is an important venue not only because Sempione 6, represents a new and exclusive space in Milan, but also for Lancia so it can show a car of great measure, presented as a masterpiece. This is a new phenomenon of presenting a car to the customers in a controversial manner, which was first introduced by Lancia. This Ypsilon Moda Milano is being shown to the people in the heart of the city and connected straight to the fashion world. It is a great strategy in this special year for our brand."

Thanks to the contribution of ASSEM, Lancia will use a fleet of one hundred of these special Ypsilon Moda Milano cars to participate in the forthcoming Milanese fashion week, a week made up of many important shows on the city's glittering catwalks.

by Mattia Mariani