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GARAGE ITALIA 2016 FIAT PEPSI

Fiat 500 Pepsi by Garage Italia Customs powered by Dreamlux: the latest creation from Lapo Elkann's atelier features the Fiat citycar in “Live for Now" edition, conceived specially for Milano Design Week 2016. Fiat 500 Pepsi “Live for Now” developed from the collaboration of Design & Innovation by PepsiCo and Centro Stile by Garage Italia Customs, the creative hub founded by Lapo Elkann, unleashes the fun, audacity and essence of Pepsi design from the bottle onto a new format, the Fiat 500. The 500 becomes an expression of Pop, featuring Pepsi's iconic colours (blue, white and red), along with an original street art illustration, specially designed by an artist, both in interiors and on outer parts. The technique used for the personalisation of outer parts is called wrapping and involves the application of a Pepsi blue film for lower parts, and a tailor-made film made using digital printing for the upper half. A candy red film has been used for spokes and chromed details. The cabin is an explosion of colours, brought to life when a can of Pepsi is inserted in a special compartment in the central tunnel. A sensor activates the red Dreamlux fabric used to cover the roof and door panels which thanks to optical fibre weaving conducts light throughout its weave and illuminates interiors. In addition to matching trimming colour and outer parts, featuring the emblematic Pepsi colour trio (blue, white and red), an array of other details bears strong reference to the global brand, such as the painted gear knob and highly original Foglizzo 3D blue leather on seats and backs which conjures up images of the refreshing sparkling beverage. This texture is created using a special process involving the application of a soft support grafted onto leather to recreate bubbles in 3D on the material's surface. Seats are covered in white and blue leather, also by Foglizzo, a leading Italian company of the sector, with the iconic Pepsi globe embroidered onto headrests by skilled artisans from Garage Italia Customs. When Design Week 2016 draws to a close, Fiat 500 Pepsi "Live for Now" will star in numerous events throughout Europe before heading to the USA.