The Fiat 500 has been recognized as a work of modern art by MoMA and will be added to the museum’s permanent display on July 4th, the 60th anniversary of the first 500 model. The specific model that MoMA is acquiring is the Fiat 500F series, the most popular 500 ever—known as the “Berlina” or Cinquecento—which was made from 1965 to 1972.
The 60th anniversary of the Fiat 500 is being celebrated with local events and throwback advertising:
Including a new ad campaign starring Adrien Brody and Anna Manuelli, the splendor of Milan and the unforgettable voice of Mario Lanza singing Come Prima (extended version here):
More details from the press release:
The Fiat 500 Acquired by The Museum of Modern Art in New York
The Fiat 500 becomes a work of modern art and joins the permanent collection of the MoMA in New York
An extraordinary tribute to the artistic and cultural value of the Italian style icon in the world on its 60th birthday
July 4, 2017 , New York, NY – The best-loved car in Fiat’s history, the icon that made Italians into car owners and worldwide ambassador for the country, celebrates its 60th birthday today with a special event that honors its history and the style and design that made it famous across the globe. Not by chance, it is joining the permanent collection of the MoMA, the Museum of Modern Art, in New York.
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“While the Fiat 500 has unquestionably left its mark on automotive history, it is equally true that it has never been just a car,” said Olivier François, Head of FIAT Brand and Chief Marketing Officer, FCA – Global. “In its 60 years of history, the 500 has transcended its material manifestation to enter the collective imagination and become an icon, which has now the honor of being certified by being acquired by MoMA in a tribute to its artistic and cultural value.”
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“The Fiat 500 is an icon of automotive history that fundamentally altered car design and production,” said Martino Stierli, The Philip Johnson Chief Curator of Architecture and Design at MoMA. “Adding this unpretentious masterpiece to our collection will allow us to broaden the story of automotive design as told by the Museum.”
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The model acquired by MoMA will be a 500 F series, the most popular 500 ever, made from 1965 to 1972. Fiat’s “great little car” was an instant success worldwide and the 18 horsepower of its 500cc engine gave it a top speed of 59 mph (95 km/h). Over 4 million units were made from 1957 to 1975. From the New 500 in the late ’50s, on to the Sport and then the D, both more powerful, followed by the F, which holds the record for the number produced, through to the more comfortable L and finally the R.
As MoMA’s site notes,
The Museum of Modern Art has acquired an original model of the Fiat 500F “Berlina,” commonly referred to as the Cinquecento. The most popular version of the 500—which was in production from 1965 through 1972—the Berlina exemplifies a clear expression of form following function, a logical and economical use of materials, and a belief that quality design should be accessible to all. The development of inexpensive, reliable cars like the Fiat 500 was instrumental in knitting together communities and nations and fostering a feeling of freedom of movement throughout the postwar European continent. Through its design and its centrality to the story of mid-century Italy, the 500 embodies many of the principles that typified mid-century modernist design and connects it to themes explored in works throughout the Museum’s collection.
The Fiat 500 is not just a symbol of mass car ownership. Over time, it has become a style and design icon. Unmistakable design has inspired the imagination of artists, who have responded with elegant, exclusive and sporty interpretations. It has achieved the feat of maintaining its identity while remaining youthful over 60 years of history and lifestyles, fashion and society. A successful car, but also a cultural phenomenon on center stage for 60 years, never going out of fashion.
With the launch of the new generation in 2007, the 500 has appeared in a variety of original and cool interpretations, both hatchback and convertible, with an array of extraordinarily successful special editions (such as the 500 by Diesel, the 500 Gucci and the 500 Riva).
Success is reasserted by numbers: the Fiat 500 is the best-seller in Europe, ranking first in eight countries and among the first three in six others. The 2007 version won over 2 million motorists in just 10 years and has reaped accolade after accolade since its debut, including Car of the Year and the Compasso d’oro design award.
The Fiat 500 is the symbol of Italian creativity which has always inspired artists and designers worldwide, becoming an icon of beauty and art. Today, it makes another step forward becoming a work of art in its own right by the side of the other great icons of Italian design and yet again remaining “Forever Young.”
The FIAT brand stands for discovery through passionate self-expression. That philosophy is embodied by the iconic Fiat 500 or Cinquecento – a small car that lives big. Italian at heart and rooted in a rich heritage, the 500 is sold in more than 100 countries and is synonymous with modern, simple design blending form, function, technology and a pride of ownership that is genuine.
In North America, the Fiat 500 was introduced in March 2011 and was soon followed by the Fiat 500c (Cabrio), the high-performance Fiat 500 Abarth and Abarth Cabrio, the fully electric Fiat 500e, the five-passenger Fiat 500L and the all-wheel-drive 500X crossover. The FIAT brand continues to expand with the introduction of the Fiat 124 Spider, a revival of the iconic roadster that combines Italian style, performance and engaging driving dynamics.
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