VESPA 946 CHRISTIAN DIOR: AN ODE TO THE JOIE DE VIVRE

Vespa and Christian Dior were both founded in 1946. They are also linked by an unwavering desire to inspire a new, bright and creative vision of the world. Thus, they decided to join forces and create an exclusive scooter with an array of matching accessories celebrating the sunny-spirit and art of living of the two houses.

The Vespa 946 Christian Dior reinvents this sense of freedom, movement, and expression that drives them both. The new scooter’s unibody architecture and subtle graphic lines pay tribute to the heritage of the two houses. A symbol of sophistication, it reflects their shared commitment to the excellence of savoir-faire and the virtuoso art of detail. Maria Grazia Chiuri, Creative Director of Dior women’s collections, designed the new model as a contemporary version of the iconic Vespa 946. Launched in 2012 in Milan, it was recognized for its elegant, streamlined curves and technological innovation. The scooter will be Made in Italy, adhering to the exacting standards, commitment and precision of a couture atelier. Dior’s Oblique motif, designed by Marc Bohan in 1967, will decorate the details of the saddle. The same pattern will appear on a top case specially designed to be fixed onto the luggage rack, thus adding a distinctive allure. Moreover, the iconic motif will adorn a helmet and a bag that will round out the unique set of accessories. These limited-edition creations will be launched in spring 2021 in Dior boutiques and a selection of the Piaggio Group’s Motoplex stores. In the words of Michele Colaninno, CEO of the Immsi Group and Piaggio’s Chief of Product and Marketing Strategy: “The House of Dior opened its doors in 1946 in Paris, the same year that Vespa made its debut in Italy. This new Vespa 946 celebrates that anniversary and honors our heritage. Today, as in the past, we have gone through a dark period and now we are joining forces to share some joie de vivre through a combination of style and craftsmanship. This partnership between Vespa and Dior represents a celebration of beauty.”