The debut of the eagerly awaited drops the traditional limits of the commercial launch campaign to take on a symbolic value, much like what happened with its forebear in 1957. Some may remember, in fact, that on 4 July 50 years ago, Turin celebrated the arrival of the 500 with an unforgettable cavalcade of more than 150 cars; today its heir receives the same welcome with an extraordinary show that brings in the entire city on 4 and 5 July. In addition to local inhabitants, the event will be followed by more than 7,000 visitors from 63 countries, including 3,750 dealers, importers and big company representatives, more than 1,000 journalists, about 100 financial analysts, 200 suppliers and 1,000 guests including authorities, businessmen and personalities from the worlds of entertainment, fashion and sport. And then, on the afternoon of 5 July, Fiat’s top management will go to Rome to present the Fiat 500 to the President of the Republic. It should be mentioned that on the occasion of the launch of the new car, Fiat is lending its support to the project of the Fondazione L’Albero della Vita onlus “Un nido per Pollicino – Aiutiamo i più piccoli a diventare grandi” (Tree of Life Foundation “A home for Tom Thumb – Let’s help tiny tots grow up) in favour of prematurely born babies.



The arrival of this car is important not only for Turin but for the country as a whole. That is why on 5 and 6 July, in close association with the official launch, 30 other Italian cities will donate their most beautiful squares to allow the new car to be presented. These squares, for example piazza del Popolo in Rome, piazza Duomo in Milano, piazza Politeama in Palermo and piazza San Carlo in Torino are famous the world over. The stages set up in them will host entertainment, games and themed music but they will also be home to a great charity initiative: in fact on 5 and 6 July, the public will be able to buy the cd Fischia 500 or exclusive T-shirts to support the solidarity project “Un nido per Pollicino”. The initiative will be repeated on the 7 and 8 July at all Fiat dealerships during the Fiat 500 Open Doors campaign.

The event on the river Po televised live on Canale 5 and the Notte Bianca 500

The most eagerly awaited moment is most certainly the show planned for Turin on 4 July that will start at 10.00 pm in the Murazzi area down by the Po. The event has been produced by K-events/FilmMaster Group directed by Marco Balich, Italy’s most famous creative producer known all over the world for his inspired and imaginative spectaculars, including the opening and closing ceremonies of the Winter Olympics which last year attracted world attention to the city of Turin.

For the Fiat 500 Balich has organised an extraordinary kaleidoscope of lights, sounds, music and stunning performances that will enrapture the public present in the stands in corso Cairoli (in addition to the 7,000 guests already mentioned there will be 500 employees of the Fiat Mirafiori factory and 4,500 people who have taken part in the scratch card contest run by La Stampa) but also those who watch the show on maxi-screens in Turin’s finest squares (piazza Vittorio Veneto, piazza San Carlo, piazza Castello and piazza Emanuele Filiberto) or all those who decide to watch the live television broadcast on Canale 5. In addition, starting 10.00 pm, the event will be streamed to the website www.fiat500.com so offering viewers the chance to experience all the emotions of the celebration in Turin, wherever they might be in the world. The culmination of the presentation will obviously be the arrival of the car which, for the first time, will show itself off in all its beauty and originality to the public at large. But the party will continue with the Notte Bianca 500 and the participation of thousands.

Two days of entertainment in the Piedmontese capital

On 4 July, before the evening show, Turin’s finest squares will play host to numerous, original initiatives dedicated to the new Fiat: from piazza Vittorio Veneto to piazza San Carlo, from piazza Castello to the Quadrilatero Romano, as far as the evocative Borgo Dora (see detailed programme below). The event will also provide an ideal opportunity for visiting the Pinacoteca Giovanni e Marella Agnelli, which will remain open exceptionally till 9.00 pm, or one of the numerous museums in the city centre, some of which will be open until 2.00 am.

On the morning of 5 July, after the press conference at PalaIsozaki (which may be followed live on www.fiat500.com), 180 cars will leave the Stadio Comunale for the test drives of the international press while, in corso Traiano, some historic Fiat 500s will provide the framework for picnics, shopkeepers’ parties, street markets and animations. Collectors will be able to drive round the test track at Mirafiori and organise a photo to remember it by.


Programme of 4 July 2007

Piazza Castello

· from 9.30 am children from Estate Ragazzi, church parishes and private and public schools will be able to have a good time with the Great Children’s Party, the 500 Snakes and Ladders game and the Great Game of the 500 Week;

· from 7.00 pm the evening will become a music and entertainment get together for adults with the concert by the Orchestra di Ritmi Moderni;

· from 9.00 to 9.30 pm, the Orchestra of the Teatro Regio will pay tribute to the new Fiat;

· after 9.30 pm young hair stylists will interpret “500 brush strokes”…under the stars;

· from 11.00 pm Ugo Alciati will interpret the “Taste… of the 500”;

· from 12.00 am Guido of Pollenzo will prepare 500 kg of Gragnano pasta offered by Eataly while the games, entertainments and jazz continue.

Piazza Vittorio Veneto

· from 9.00 am display of 800 historic Fiat 500s belonging to the numerous European clubs;

· from 2.00 pm to 12 am 6 mobile post offices will be available to provide cancellations for a commemorative stamp dedicated to the Fiat 500 (the design reproduces the work called “Fiat Nuova 500”, done in 1968 by the painter Antonio Aimone);

· various animations and award ceremonies are planned throughout the day.

Piazza San Carlo

· from 7 pm to 7.30 pm a fabulous Aperitif party with Campari "Cin Cin Cinquecento".

· Photographic exhibition dedicated to the Fifties;

· at 12.00 am “midnight toast” with Asti Spumante served by Piedmontese sommeliers;

· from 12.00 am arrival of the “Band 500” on board 15 historic cars that will perform jazz, swing and evergreens.

Borgo Dora

· from 6.00 pm an exceptional street market of modern antiques dedicated to the Fifties;

· in the Cortile del Maglio the public will be able to taste a new beer created for the occasion by Teo Musso of the “Birrificio Le Baladin”;

· from 7.00 pm theatre with period scenes and ballroom dancing;

· from 7.00 pm to 12.00 am “The Theatre of Taste”, five Slow Food Osterie: the Antiche Sere, Con calma, Frà Fiusch, I Saletta and La Betulla, interpret the Fiat 500.

· at 12.00 am “Pinocchio’s risotto”.

Quadrilatero Romano

· from early afternoon, display of vintage cars;

· from 7.00 pm various restaurants will prepare aperitifs and themed dinners;

· thereafter Dj set and groups of jazz musicians will ride around in period cars.

Via Garibaldi

· from 9.00 pm to 2.00 am, stalls with Toscani cigars, Barolo Chinato and cakes.


Source: Fiat