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Saturday, April 30, 2011

Fiat Beautifies New York

New York , Apr 29, 2011 - Fiat North America has contributed 12-foot pear trees that are temporarily planted in eight Fiat 500 cars through Sunday to participate in New York City Department of Parks & Recreation and New York Restoration Project's Million Trees NYC effort. The cars line parts of Canal Street and the Avenue of the Americas. Once the cars are removed, the trees will have a permanent home.

Fiat's participation also is designed to mark the opening of its Fiat Gallery in the SoHo arts and fashion district, 18 Wooster St., and the unveiling of the Fiat 500 Cabrio, which occurred during the New York International Auto Show.

About the Sculptures

The full-scale fiberglass Fiat 500C sculptures were made by Italian designer and architect Fabio Novembre. They were first seen in Milan, the display called “Per fare un albero” ("To make a tree").

The objective of the original Italian “Per fare un albero” project was to brighten the city of Milan and make it more cheerful during the hot summer months: from August 2009 to February 2010, twenty of the original creations were installed in via Montenapoleone, the main street of the four-street international fashion district.

The striking display was a hit and it has toured major cultural centers in Europe: Rome, Paris and Madrid, bringing the mesage of respect for the city and the environment.

With thanks to Chrysler Media and Fiat Press

1 comment:

Greg said...

This is pretty cool of Fiat. Truly reflects the ‘eco friendliness’ of the city car, and really good concept to promote the message and the brand. I am not sure about all the 500s being white, it would have been good to have an arbitrary collection of colour…