Client: Abarth & C. S.p.A.
Location: Torino Esposizioni trade fair and exhibition centre in Turin
Type of project: Brand Heritage - Sets and shows - Production - Automotive
Abarth& C. S.p.A. commissioned the MAC Group to design and organize an exhibition to celebrate the centenary of the birth of Karl Abarth, the automotive design genius whose name is linked to more than one legendary creation that made sports car history.
Project goals:
- Create opportunities for reestablishing contact with Abarth enthusiasts, renewing and strengthening their attachment to the Scorpion brand
- Build bridges between longstanding Abarth clubs, collectors and enthusiasts and their younger counterparts
- Present the most significant new Abarth products to the general public.
The exhibition "Da 0 a 100"
Adopting the phrase "da 0 a 100", thinked up by MAC Group, which more than any other expresses the performance of an engine, the exhibition told the story of the hundred years that had passed since the birth of Karl Abarth. The exhibition "Da 0 a 100" took pit stops at salient moments in Abarth's life, celebrating his creations and telling the story of his precocious passion for experimentation and engines, his indefatigable inventive ingenuity, love of a challenge and determination to win. In short, it didn't just tell the story of Abarth through the sports cars which sped to victory on racetracks worldwide, but also traced the history of the legend and everyone who lived it.
The exhibition space was designed to immerse the visitor in Karl Abarth's life and the company he created, with an installation that created striking visual effects by bringing together display items, projected images, stories and facts & figures. An Abarth 500 Assetto Corse was displayed in pride of place alongside historic cars like the Abarth 205 A "Vignale Berlinetta" and Porsche 356 Carrera Abarth from Stuttgart Museum.
The private viewing took the form of a gala evening, presented by Luca De Meo and dedicated exclusively to 400 hand-picked guests selected from automotive and lifestyle journalists, purchasers of the Abarth 500 Opening Edition, young Abarth enthusiasts, Abarth dealers, government representatives and celebrities. What's more, it was also used to showcase the presentation of the new "Da 0 a 100" 500 created especially to celebrate the centenary.
