23/04/’21 – From the 23 April 1946 to date they have passed 19 millions of Vespas, as well as 75 years and many stories to color newspapers and televisions all over the world with a myth of the Italian genius.
A product that more than any other matches perfectly – embodying it – to icon concept, expression of Italian know-how and duty to do after the war, but forerunner of that adjective at the time certainly not used and that we use easily today: cool !
A useful as well as pleasant object, which motorized the country when it was necessary to move economically, but which immediately conquered the taste of every generation, becoming more and more “stylish” and less and less necessary, for the benefit of the development that has led it to be declined in many models, as well as marketed in 83 nations around the world.
Vespa has been a symbol of many small eras, often celebrated by the cinema, because it is synonymous with free time, of freedom and discovery, vero “myth” of the Dolce Vita and true “motor” of youthful achievements, only in more recent and modern times has it become a brand itself, despite being the daughter of the Piaggio di Pontedera brand.
And from here the Vespa brand took off, dedicating himself to brand-extension with a line of accessories and lifestyle clothing that ranges from jackets, alla t-shirt, to helmets, to the bags, with the monogram “V” in evidence and a style that recalls the unmistakable colors and lines of the silhouette of the nice vehicle.
But the rise of the iconic product, now brand, it does not stop at declinations within its own image, in fact, he goes to meet other prestigious brands in exclusive collaborations that hinge on the well-established and widely manageable image of the name and its important history, so much so that Vespa also meets Dior. Together they celebrate “a tribute to the joie de vivre and collaborate in the creation of an exclusive scooter and a line of coordinated accessories. Both were founded in the same year, the 1946, the Italian brand and the Parisian Maison have in common the desire to inspire an innovative vision of the world, bright and creative, reinventing the spirit of freedom, movement and expression at the base of the two brands. Odissee, style, dreams and joy of living. “
For the 75th anniversary, Vespa has launched a special edition of the 300GTS and Primavera and each model is accompanied by a Welcome Kit including a refined Made in Italy scarf in 100% silk with jacquard processing and hand-sewn edges, a vintage Vespa plate in steel, Dedicated Owner's Book e eight collectible postcards that trace the many decades of Vespa history through the most significant images.
Happy birthday Vespa and thank you for your gift !