TRACING THE ORIGINS OF VESPA THROUGH THE 'EMPTY SPACE'

There's a 'non-place' that embodies the values of Vespa. it's a way to rethink movement and ideas. The unmapped space allows one to discover uncharted territories, just as Vespa always intended. It's not a place, but a mode of being and a creative exploration of the spirit.

In Vespa's latest campaign, this concept brings about exclusive reinterpretations. The Summer Edit custom is designed to explore the boundaries that bridge time and space, as well as the roads that connect us. Here, Italian styling cues are meant to broker a dialogue between high-tech innovation and artisanal mastery, evidenced by soft, nuanced tones. These suggest the beauty of open landscapes.

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"Every day is a new journey. It brings to mind a ceaseless quest for new destinations and new worlds. This is my desire: give a future to the things we create. I like to hope we will continue to look one another in the eye and that we won’t isolate ourselves in total digital silence," Michele Colaninno, CEO of Gruppo Piaggio, says.

The photos of Johnny Dufort retell the adventure of self-expression. As the master of "undone glamor," the English artist's digital photos enjoy a more surrealistic reimagining. The images, featuring individuals on horseback and a Vespa, are framed by a natural urban setting. This leads to an interesting interpretation of the Summet Edit collection, one rooted in total freedom.

Also seen here is a new style that appropriates the seaside. The Vespa By The Sea shoot makes use of one of Italy's most celebrated beaches. For this pursuit, Vespa colors the beach of Paraggi in a new way, expressing a boundless zest. This prompts the second expression of Vespa, filling another "empty space" expanded universe of experiences.

He adds: "It is important to kindle emotions. Joy, memories, disappointments, and triumphs: these are enduring emotions that stay with us wherever we go. It’s difficult today, but not impossible. I am sure we will succeed because Vespa has always been the symbol of a new start. Vespa is more today than it was yesterday, always creating new ideas."

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2024-07-03T06:18:47Z dg43tfdfdgfd