The Fiat brand chose the Geneva Motor Show as the international setting to launch its celebrations of the 60th anniversary of the Fiat 500, the icon that stays true to itself and yet is always up to date.

First presented in Turin on July 4, 1957, the anniversary is being highlighted by a communications plan which will run on the web, radio and TV, as well as a series of initiatives including a tour of Europe’s loveliest squares, involving fans and collectors of Fiat 500 models from the past and present.

Under the ‘Forever Young’ slogan, the project will describe the icon’s timeless status, ahead of fashions and trends, with the aid of design, 500-mania, art and pop art, and advertising.

Until July 4, the programme will explore the car’s history over time. So it’s all aboard for an exciting trip that will intertwine product and history, and art and lifestyles: from 1957 to the present day, Fiat 500 has influenced fashion, society and behaviours and become a genuine trendsetter.

The Fiat 500 is much more than just a car: in 60 years it has become an authentic pop icon, a symbol of Italian style that never goes out of fashion, which over the years has conquered the fans of beautiful and original things.

Colouring everyday roads worldwide is the mission that the 500 has fulfilled everyday since 1957: the iconic Fiat is a real work of art that complements the surrounding environment.