Inaugurazione Fiat Open Lounge

Festa del Fiat Yamaha Team

Fiat has inaugurated a glamorous new promotion for the new Fiat 500 C, the "Fiat Open Lounge" in the rarefied settings of the Executive Lounge in via De Tocqueville, Milan, aims to showcase the new model in luxurious surrounds. The promotion which will see events being hosted at the Lounge, will run until the end of September, and it was opened with an extravagant party earlier this month. The concept denotes another high profile initiative for Fiat in the fashionable city of Milan which already boasts a uniquely branded Fiat Cafè and the stylish 500 POP Up Store.

The "Fiat Open Lounge" takes the visitor through a curtain lined 'road' over trimmed grass painted with traditional road markings and into a "metropolitan garden" where the main protagonist is the new convertible Fiat 500 C and which can be discovered by the guest in an ambient setting. The "Fiat Open Lounge" is the work of the AntiMeridian Design Consultancy and follows in the style of glamorous brand initiatives such as the Fiat Playa in Costa Smeralda or the chic Fiat Cafè in Tokyo.

Activities kicked off with the glitzy inauguration party on May 14. Over the summer the Fiat Open Lounge will host a series of initiatives and events that will revolve around the Fiat 500 C. The 500 C is the first derivative of the Car of the Year 2008 award winning Fiat 500. It features an innovative electric-sliding canvas roof while retaining the original B- and C-pillar structures. The 500 C, which received its world première through a stylish unveiling at the 79th Geneva Motor Show in March, will be on sale across the major European new car markets over the summer and is expected to draw big demand.

The first event to be held at the Fiat Open Lounge since the inauguration a fortnight ago took place to coincide with this weekend's MotoGP Italian Grand Prix which is taking place at the famous Mugello circuit today. The promotion focused around the MotoGP World Championship title defending Fiat Yamaha Team which is being sponsored again this year by Fiat. Headlining the guests was the team's young Spanish rider Jorge Lorenzo who is currently leading the MotoGP championship points standings going into today's race. Also part of the promotion was the "Umbrella Girl" contest that was hosted jointly by Radio Deejay and the Fiat Yamaha Team. The Fiat 500 C lined up side-by-side with Lorenzo's blue-and-white Yamaha MotoGP racing bike in the garden surroundings of the Fiat Open Lounge.

Proudly appearing with his ‘99’ YZR-M1, Lorenzo, the winner of the Japanese and French rounds of the series so far this season was firmly under the spotlight, and he posed with the victors of the "Umbrella Girl" competition, Luisa Mearns and Stefania Cicirello. Last Friday night saw another stylish event held at the "Fiat Open Lounge", this time it was "8 in Punto" which brought Italy's best-selling B-segment hatchback into the garden to line up alongside its smaller sister, the 500 C.

© 2009 Interfuture Media/Italiaspeed