Tonight Fiat and Gucci will present a collection of 5 short films starring the 500 by Gucci seen through the eyes of some of the most visionary creatives in the world today. Gucci' s Creative Director Frida Giannini and Fiat invited Jefferson Hack (Editor in Chief of Dazed & Confused and AnOther Magazine), Chris Sweeney (Film Director for NOWNESS), Olivier Zahm (Editor in Chief of Purple Fashion magazine), Franca Sozzani (Editor in Chief of Vogue Italy), and Alexi Tan (Film Director) to produce short films with FIAT 500 by Gucci as the inspiration.
The films will be screened for the first time at the Independent Ideas headquarters in Milan, during a special event for a select audience of international journalists and opinion leaders, in the presence of Lapo Elkann. A special 500 by Gucci drive-in will be set up in this venue where viewers will attend the screening while comfortably seated in the Fiat 500C by Gucci. The trailers are downloadable on www.fiatpress.com website. It's possible to see complete movies on 500bygucci.com/shortvideos website.
Unveiled in February 2011 the Fiat 500 by Gucci is a special edition of the iconic Fiat 500 customized by Gucci Creative Director Frida Giannini in partnership with Fiat's Centro Stile. In the summer of 2011 the Fiat 500C By Gucci, a cabriolet version, was launched.
All the exclusivity of the 500 by Gucci - attention to detail, feeling of elegance and style - is enhanced by the innovative electric soft top for opening a "window onto the sky". The convertible version is available in two distinct colors: white with matte chrome-plated elements and glossy black with shiny chrome-plated accents. For both, the soft top is black with the characteristic green-red-green web stripe printed lengthwise (the same graphic pattern is sported on the side of the car). Furthermore, the side pillars of the saloon version are maintained and with its special sliding electric top the Fiat "500C by Gucci" can be enjoyed all year round.
Purple presents "Papillon Polaroid" a film by Olivier Zahm.
"Papillon Polaroid", featuring Betony Vernon, is set at the Museo Casa Mollino, Torino, former home and now museum dedicated to Italian designer and architect, Carlo Mollino. This film would create a poetic combination of three pillars of Italian design: Fiat, Gucci, and Carlo Mollino.
Dazed & Confused presents "The Race" a film by Will Davidson.
The Fiat 500 by Gucci, an exhilarating embodiment of Italian spirit stars in The Race - a short film exclusive to Dazed directed by fashion photographer Will Davidson.
NOWNESS presents "Assembly line" a film by Chris Sweeney.
Chris Sweeney's film for the 500 by Gucci fuses two power houses of Italian design with a playful twist that brings the 500 to life in a completely unexpected way.
Vogue presents "Reverse to Perfection" a film by Francesco Carrozzini.
Luxury restores order with the Fiat 500 by Gucci.
"Divergence" a film by Alexi Tan.
Two lovers are having a secret affair. They long to be together and at the same time they know they shouldn't be. Just like their passionate encounters, their one of a kind cars, two Fiat 500 By Gucci also reflect the state of their relationship, moving fast apart but always finding a way to come back. She decides to leave once and for all, he makes the chase... will they return to one another one more time?
Co - founder of the French fashion and culture magazine Purple, Olivier Zahm is also a photographer and an art curator who has worked on exhibitions for MoMA and Centre Pompidou, among others.
Will Davidson is a New York based photographer and director who works principally in fashion but whose boundless and holistic vision permeates beyond single categorization to encompass many visual mediums including advertising, film, web 2.0, fine art and contemporary dance.
Born and raised in London, Chris Sweeney is a young director known for his stylish, visually inventive approach to filmmaking. He has acquired an exceptional reputation for his fashion and music films.
Francesco Carrozzini, born in Milan in 1982, is a photographer and director. His career as a photographer began in 2006, and in a few years he became one of the most respected young photographers in the industry. He has since contributed to Vogue, Rolling Stone, Vanity Fair, and Harper's Bazaar, among others.
Born in Manila from Hong Kong parents, Alexi Tan is one of the most known "new generation" chinese directors. He's shown his works in the most important festivals around the world, including Venice International Film Festival.
Fiat 500 by Gucci: a successful model sold in more than forty countries worldwide
With this new initiative, the Fiat 500 by Gucci continues to attract attention after meeting with great success both in terms of sales and communications. Suffice it to say that, on sale since the end of June 2011 and today sold in more than forty countries including the Middle East, Japan, Singapore and Hong Kong, it has exceeded 3,000 orders in little more than six months. What's more, the latest cabriolet version launched in September has been the protagonist of an international tour which, between August and December of 2011, has stopped at some of Europe's most attractive locations - Saint Tropez, Forte dei Marmi, Berlin, Florence, Madrid, London, Rome and Milan - with a total of more than 20,000 visitors who arrived to admire the evocative installation set up at every stop.
April 16th 2012