The Brief

The UK Press attend many launches by motor manufacturers both in the UK and at overseas venues. So the launch of the iconic Fiat 500 had to have an impact but not so much as to overshadow the car. As a car for today's city it was also a requirement to launch in London.


The Concept

The Fiat 500 Press launch had to be innovative and contemporary. It had to have style, fun and creativity in order to show off both the new car and the new confidence of Fiat as a car maker.


The Venue

Tebays chose the exclusive Baglioni Hotel with presentations at the Serpentine Gallery and the performance of a specially commissioned dance at Laban, the world class contemporary dance school. Transportation in London was always going to be an issue, this was solved by using exclusively chartered boats to transport the guests to Greenwich along the Thames.


The Event

With all that could go wrong when running a driving event in central London it is a credit to the team that all the presentations, transfers and logistics worked perfectly. That's not to say things weren't challenging from time to time, however, thanks to the enormous amount of planning and behind the scenes work, the entire event was a huge success.