| Lancia at the 63rd Venice International Film Festival
Lancia and the cinema, a historical alliance
Lancia celebrates its one hundredth centenary this year. In one century, this carmaker has built up an image of quality that has made Italian style famous throughout the world. To celebrate this historical anniversary, Lancia has chosen to pay homage to the cinema by acting as main sponsor to the 63rd edition of the Venice International Film Festival. Innovation, sophisticated technical design, top quality parts and finish, class, luxury and performance: this is the recipe for the success achieved by Lancia that emphasises its own commitment to the attributes of Italian style by joining forces with the most important cultural event in Italy.
In particular, Lancia has made available to the organisation 32 cars, including the Musa, Phedra and Thesis models (the latter in a two-tone version inspired by the renowned two-tone Flaminia). All the flagship cars are identified by Golden Lion effigies and a tricolour flag on the sides of the vehicles. These prestigious cars, representing the cream of Italian style, will ferry film personalities and stars around the Venice Lido. Other historical Lancia cars will also be exhibited at prominent points on the Lido to recreate the feel of a 'Dolce Vita' film set. Not to mention the fact that the brand has chosen the magnificent Lagoon city to host the world premiere of the New Ypsilon, which represents Lancia's present and future: it is an unmistakable sign that this venerable brand intends to face the coming years by offering a continuous stream of top-quality automotive innovation.
Lancia is all set to play a starring role in the magnificent city of Venice, which has always been the world capital of glamour, beauty, style and, more recently, of cinema. The very same values that are encoded in Lancia's genes: genetic material that has been replicating itself for 100 years. Lancia vehicles have also co-starred in some of the iconic scenes that have defined the success of Italian cinema in the world. They are forever evocative of a period renowned for its beauty, light heartedness, freedom and poetry. In other words, they created the Italian lifestyle so dear to the paparazzi during Italy's unforgettable 'Dolce Vita' period.
And our memory immediately goes back to the photographers portrayed by Federico Fellini, who made those mad Roman nights their own as they stole pictures, stories and sensational gossip to sell to the newspapers. The time was the end of the Fifties and Rome was the capital of cinema and the international jet-set: Via Veneto throbbed with life, the chic night spots and luxury hotels attracted actors and writers, while politicians and VIPs rubbed shoulders at the tables of fashionable cafes. A kaleidoscope of languages and music, scents and colours.
The 1950s also represented a never to be repeated period in the history of the motorcar. Lancia indisputably stood head and shoulders above all other manufacturers for the class, elegance and sportiness of its models. The cars had names such as Ardea, Aurelia and Appia and they sped along the roads of Europe with style, sophistication and sensuality: just like the divas they were. In those years, widespread prosperity also encouraged people to rediscover their joie de vivre and experiment: in art, in design, in television and in fashion. And more. The 'Dolce Vita' years were also the years when Italian fashion began to become known throughout the world. This was the time when Italy became glamorous. The 'Dolce Vita' is associated with values that forged the identity and appeal of Italy, such as the aesthetics of everyday life, the quality of foods and wines, taste, imagination and lifestyle. But class, charm and elegance above all. That same Italian elegance is a bulwark and core value of Lancia's philosophy and evident in its most recent products, which are designed to cater for the desires of a sophisticated, cultured breed of customer who knows how to blend conceptually opposing values such as tradition and innovation, rationality and emotion, individualism and social awareness.
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