f500 by jerome esteve from italy

How can we make the owner of a 500 feel more special? The normal car experience is limited to when you are driving or standing close by it. As soon as you leave your car you are disconnected from it. This new concept will change that.

Concept description

The concept is original and simple, when you join the 500 cult you receive a special gift, that welcomes you to a new car experience. The user is offered an exclusive box that contains shoes matching the chosen car (colour of car) and the user (shoe size).

The package has been designed to be an object a part, which doesn’t look like any other and that people can re-use. It represents the metaphor of a car with its metal exterior and leather interior.

Why shoes?

The shoe is the perfect choice, not only for the strong link between Italy and shoes but also for what shoes represents for people. Now more than ever shoes, exactly as cars, are not only functional objects but increasingly becoming emotional items that people collect and take care of.

Another strong link between cars and shoes is that people use them to signalize to others who they are, their personality. Key is design and both objects are constantly on the move.

This concept is all about how to make it unique for the client and make them understanding that FIAT doesn’t only offer a car.