Vrooming around: Vespa Double his lifestyle project launched last June by launching retail initiatives worldwide.
The brand unveils a range of pop-ups dedicated to the second chapter of its Lifestyle project in key places throughout the first quarter of 2025.
The first of these activations bowed this week to Paris‘ Galeries Lafayette Department store in the Champs-Élysées.
Adorned with frozen tones to recreate a mountain top landscape with a futuristic trend, pop-ups mark the start of retail of the Vespa Snake capsule collection created to celebrate the year of the snake, according to the lunar calendar.
The collection includes the new Vespa 946 SNAKE scooter in a limited edition launched this month, which has a shimmering white design inspired by snowy landscapes and snake-shaped decorations on the wings and under the saddle, as well as a wardrobe matching.
The latter includes long enveloping jackets and aviator jackets with patches, as well as tracksuits, denim pants and knittings made in variations in white, iridescent and pearly white with optics and buttered.
The Vespa 946 Snake scooter and a look from the Vespa Snake capsule collection.
With the kind authorization of Vespa
THE Paris arise remains open until February 5. The day before, Vespa will inaugurate the same concept at the Rinascent of Milan.
The itinerant arise format will then go to Steffl in Vienna; Galeries Lafayette in Beijing; Vakko in Istanbul; Emquartier in Bangkok; Parangon in Singapore; Trang Tien Hanoi, Vietnam, as well as Plaza Indonesia, in Jakarta, Indonesia.
Vespa pop-up in Paris Galeries Lafayette.
With the kind authorization of Vespa
As indicated, the parent company of the Piaggio group counted last year on Vespa as “not only a brand of mobility but also a lifestyle brand”, as Davide Zanolini said, executive vice-president of marketing and Communication from the Piaggio group in WWD in June. The Vespa was propelled towards a world famous thanks to Audrey Hepburn at the back of the Gregory Peck scooter in the emblematic film of 1953 “Roman Holiday”.
The push of the lifestyle has also coincided with the launch of the brand’s flagship fashion collection, for which Vespa recruited a team of experienced designers, but Zanolini described it as an experimentation platform in different areas.
Before embarking directly in fashion, Vespa had already orchestrated collaborations in the field, by associating with Emporio Armani in 2016; The Sean Wotherspoon sneakers guru in 2020, and Dior in 2021.