Piaggio & C. Spa
Vespa Color Days
A two-day Festival colored Pontedera, the Vespa’s City, at the time of its first national event that celebrated 50 years of the Primavera model.
We created a format to accompany the event year after year by decorating the town with the colors of the brand, a symbol of happiness and light-heartedness that accompany millions of Vespa riders through their travels.
A path through the city brought more than 10,000 visitors along 5 thematic areas that retrace the history of the Primavera model, welcoming them with the most beautiful songs of the last 50 years, played by live bands. The participants were able to visit the factory and the Piaggio Museum, try out new models through some trails studied to enhance the Tuscan countryside, and celebrate the brand at the Street Clerks' final concert.