Vespa celebrates its joy of living in the city that made it an icon by wearing the Rinascente Rome on Via del Tritone with its innovative and timeless style. A total takeover of the international icon of Italian style, which brings the empty space project, the lifestyle world of Vespa, to the streets of the capital for the first time.
From October 15 to November 4the facade of the Rinascente On Via del Tritone, the shop windows, the interior atrium, the escalators and their entrances will host the Vespa universe with the brand’s iconic two-wheeled models along with the lifestyle garments from the collections that mark its debut in the world of fashion. .
Vespa and Rinascente icons of Italian style
The seven windows, created in collaboration with the London creative agency Alaska, embody the revolutionary spirit of the brand that has known how, in 80 years of history, to renew itself, in addition to promoting the way of moving and thinking from generation to generation. The seven showcases explore the brand’s vision and timeless values, declaring that the Vespa brand belongs more to the world of lifestyle than to the world of mobility alone.
In the dedicated spaces on the second floor of the Rinascente Roma in via del Tritone, dedicated to unisex fashion collections, Vespa has deployed its first pop-up dedicated to the winter capsule collection, presented here for the world premiere and which from October 24 will also be available on its official website.
The winter capsule collection is the second chapter of the brand’s adventure in the world of fashion, in continuity with Vespa’s path of exploring new ideas, all under the banner of innovation.
This Vespa collection pays tribute to travel and change, embodying the brand’s elegant and irreverent spirit of freedom. The collection is inspired by an iridescent play of tones ranging from glacial, pearl gray and optical white, imitating its inspiration: The snowy winter landscape.
The floor minus one of the Rinascente Roma hosts an exhibition that celebrates the relationship between the history of Vespa and international cinema and, above all, with the actors who have marked our imagination, traveling the roads around the world on the back of this unique symbol. of “Made in Italy”.
A visual journey, organized by the Piaggio Foundation in collaboration with PromoCinema, which will accompany the nineteenth edition of the Rome Cinema Festival through unforgettable movie posters from 1946 to the present day.
