Vespa, the famous scooter brand of Piaggio, celebrates its joy of living in the city that made it an icon for the first time, and it does so by dressing Rinascente Roma via del Tritone with its innovative and timeless style. The façade of Rinascente in Via del Tritone, the shop windows, the atrium, the escalators and the entrances will host the Vespa universe from 15 October to 4 November with the brand's iconic two-wheeled models combined with lifestyle clothing items from the collections that they marked its debut in the fashion world. 

The seven store windows, created in collaboration with the London-based creative agency Alaska Alaska, embody the revolutionary spirit of the brand which, in 80 years of history, has been able to renew itself and revolutionize the way we move and think from generation to generation. The seven installations tell the vision and timeless values ​​of the brand, testifying to the Vespa brand's belonging more to the lifestyle world than to that of mobility alone. In the spaces on the second floor of Rinascente Roma via del Tritone, dedicated to genderless fashion collections, Vespa has set up the first pop up dedicated to the winter capsule collection, presented here as a world premiere and which from 24 October will also be available online on Vespa. com.

The first floor of Rinascente Roma via del Tritone hosts an exhibition that celebrates the intertwining of the history of the Vespa with international cinema and above all with the actors who have left their mark on the collective imagination by plying the streets of the whole world on this unparalleled symbol of Made in Italy. A visual journey, organized by the Piaggio Foundation in collaboration with PromoCinema, which starting from 1946, through cinema posters of unforgettable films, will accompany the nineteenth edition of the Rome Film Festival.