Fiat Gallery at Wooster has been named best Pop-Up brand experience by Event Design Magazine. The award is the industry’s highest honor, and is claimed only by the cream of the crop in the world of events, exhibits, and environments.
A Pop-Up is an event or exhibition that pops-up seemingly unannounced, cleverly and quickly drawing attention, and then disappears or changes into something else. This spontaneity brings with it excitement and energy and is entirely keeping with Fiat's vibrant character.
Fiat Gallery at 18 Wooster was located in the famed SoHo art district of Manhattan in a converted art gallery. Inside the gallery, visitors were treated to elegant Italian design, filled with Fiat based art and an inviting Italian style lounge and café.
Look for more fresh, innovative marketing from Fiat USA during the coming year. The events Fiat puts on must be experienced, so keep an eye out for them here and on Fiat USA's Facebook page.
Fiat USA Press Release:
FIAT Gallery Named Best Pop-up Brand Experience by Event Design Magazine
Experiential industry’s top design honor goes to the FIAT brand for innovative brand marketing.
July 11, 2011 , Auburn Hills, Mich. - The FIAT brand’s Gallery was named the 2011 Best Pop-up Brand Pavilion by Event Design Magazine, showcasing the carmaker’s risk-taking and unconventional approach to engaging customers. In taking home a Gold Event Design Award, the FIAT Gallery beat out numerous high-quality campaigns submitted by other brands and agencies from across the globe.
Created with its experiential partners, George P. Johnson and Impatto, the FIAT Gallery was designed to become a destination for visitors to immerse themselves in the FIAT brand’s Italian style and heritage and to experience first-hand the new Fiat 500 and Fiat 500 Cabrio.
“We are honored to be awarded by Event Design Magazine,” said Laura Soave, Head of FIAT Brand North America. “As the FIAT brand progressively expands its presence in the North American market, we will continue to engage current and potential customers with highly targeted experiential initiatives that are as unique as our vehicle and that help to tell the story of the brand.”
Located in the renowned SoHo arts and fashion district of Manhattan, the FIAT Gallery served as a hub of entertainment and an engaging, relaxing way to experience the FIAT brand first-hand. The brand converted a well-known gallery space into a multi-day, style-driven cultural and entertainment center marketed to artists, musicians, designers, authors and other influential tastemakers and potential customers. The exhibition showcased the rich heritage of the Fiat 500 through a series of original design sketches and the presence of a vintage Fiat 500 as well as the new Fiat 500 in hatchback and cabrio versions.
Through social media promotion and word-of-mouth, large audiences enjoyed daytime events such as artist showings and test drives of the all-new 2012 Fiat 500, while at night the space turned into one of the city’s hottest music venues, featuring live acts from well-known DJs to internationally recognized performers.
The opening of the FIAT Gallery was timed to occur simultaneously with the opening of the 2011 New York International Auto Show in April.
Source: Chrysler Media
3 comments:
"visitors were ... filled with Fiat based art". Really? ;-)
Yes, really ;)
I think he means that due to the positioning of the commas it looks as though the visitors were filled with art as opposed to the gallery.
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