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03 May 2021 - 30 September 2021
ore: 9:30 - 17:00

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Museo Piaggio
viale R. Piaggio, 7
Pontedera


In 2020 Piaggio re-launched a campaign that had won a place in the history of fashion and communication: Let’s Vespa (Vespizzatevi) the slogan that accompanied Italy and Europe during post-war reconstruction and early stages of economic boom, when Vespa was “a vehicle for everyone”, for the recovery of mobility and freedom.

Let’s Vespa meant a linguistic revolution, a verb from the name of a brand and going on to be used in legendary campaigns. Vespa produced a series of messages in the collective memory which immediately became part of everyone’s daily life, the subject of personal memories and subjective adventures, could provide.

The exhibition, created entirely with documents from the Piaggio Historical Archives, celebrates the timeless spirit through photographs and advertisements that retrace 75 years of a story that has given a new gear to the entire world, spreading Vespa and its lifestyle on roads all over the globe.

 


 

 

 

 

 

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