Fiat: This is what Lingotto means for the brand 🎥
LEGENDARY Fiat is celebrating the 100th anniversary of the former Lingotto plant in Turin. The iconic architecture inspired designers of the past as well as those of the present for new models of the Fiat Group.
The new Fiat brand design picks up on characteristic features of the historic Lingotto plant in Turin. Central aspects of the huge building with the famous test track on the roof are the lightness, the optimization of space and the stylistic elements of the façade. In a video, Fiat CEO Olivier François and Ginevra Elkann, president of the Pinacoteca Agnelli, talk about the century-long history of the Lingotto complex - from its foundation to its new significance for the Fiat brand (center gallery).
Important industrial center of the region
A century has passed since the production facility was inaugurated on May 22, 1923, turning the eponymous district of the northern Italian metropolis of Turin into an important industrial center in the country. Today, the building with its approximately 500-meter-wide façade has fresh life and fulfills new tasks, but remains an important engine for ideas and inspiration.
Important landmark of the city
Olivier François: "At Fiat, we are convinced that our former Lingotto plant and the rooftop test track are such significant landmarks in the city that they deserve to be core elements in Fiat's future design. The oval shape of La Pista 500, the modern interpretation of the former test track on the Lingotto roof, is the inspiration for design features in the vehicle interior."
An icon of Italian industry
Referring to the famous architect, urban planner and designer Le Corbusier, Ginevra Elkann adds: "He once described the work as one of the most impressive spectacles that industry has ever offered. Lingotto is an icon of Italian industry. My grandfather then decided to transform the plant into the multifunctional center we see today. Stores, offices, hotels and culture in the Pinacoteca Agnelli art gallery, which is currently enjoying a new lease of life thanks to an ambitious program of events."
