As part of a Europe-wide awareness campaign promoting the new Fiat 500C convertible, a huge scale model of the ironically compact car is being situated in public spaces across the continent. August 28, the giant Fiat will sit at Parklife on Oxford Street in London, one of the busiest shopping streets in the world.
The 5:1-scale model of the compact Fiat is around the size of a monster truck, but exerts none of the effusive machismo generally associated with the wide-tired beasts. Instead, the giant 500C was designed to generate a light and happy mood and is sure to draw the attention of passers-by as part of an event aptly titled the Big Smile. In what I originally thought looked like a giant tooth, the scale model simulates the open-top feel of the new convertible with a projection of the sky on the inner lining of the model’s roof.
The Big Smile will be held from August 28 through September 2 and include bright signs recreating park scenes, deck chairs, and plants to enhance the event atmosphere. Entertainers, competitions, stilt walkers, snack stalls, and examples of the Fiat 500, 500C, and 500byDiesel will also be on hand.