Vespa: A Cultural Phenomenon

Piaggio Museum, Pontedera, Firenze - Wednesday, June 1st, 2011

Youth, adventure, style, modernity: words evoked by the sleek and elegant form of a Vespa scooter. For over 50 years, this two-wheeled vehicle has been known as an icon to generations and a symbold of Italian design. How did a design based on function and accessibility become such a cultural phenomenon?

From it's conception in 1946, Piaggio's Vespa was designed to be affordable, accessible and ergonomic. Enrico Piaggio, the son of the company's founder, and Corradino D'Ascanio, an aeronautical engineer, worked together to bring this vision to life. People saw value in their creation not only because of it's low-cost and availability to the masses, but also because of it's consideration of style.

Vespa 98, one of the first models - Enrico Piaggio: "Sembra una vespa!" ("It looks like a wasp!")

When it was first launched at the Milan Fair, only 50 Vespa models were sold but soon after, with the introduction of payment by installments, sales began to grow. From the 2,500 sold in 1947, the 10,000 in 1948 to over 60,000 in 1950, the upward trend in popularity saw exponential growth. A large factor in this increase is due to Hollywood. In 1952, when a Vespa was featured in Roman Holiday sales surpased the 100,000 milestone. For a list of movies that Piaggio's Vespa has appeared in, check out the Internet Movie Cars Database, which has almost 690 movies listed.

Vespa 125 ridden by Audrey Hepburn and Gregory Peck in Roman Holiday

The amount that Vespa appears in popular culture is just another tribute to it's huge impact on society. It has even appeared in a several episode of the Simpsons! With cinema promoting Piaggio's vehicles, Vespa clubs were started all over Europe where members could share their love for the icon.

Vespa models featured in episodes of The Simpsons

The communication of Vespa's message of freedom and fun was not limited to the silver screen, but was also promoted with successful ad campaigns. Two good examples of these both play on words: "L'Italia S'é Vespa" and "Vespizzatevi". The first plays on the phrase "Li'talia s'é desta" which is from the Italian national anthem and means "Italy, stand up". The second is a word that has been completely made up for the campaign and is roughly translated as "Vespa yourself" - become involved with the Vespa community. These ads were able to clearly show the concept of the vehicle and how it is a mode of transportation for the masses.

 "Vespizzatevi!" and "L'Italia s'é Vespa!" ad campaigns by Piaggio.

 

Despite it's age, there is no sign of decrease in the popularity of the Vespa. The elegantly functional vehicle has proven that it is a timeless icon in design and will continue to be a prominent part of not only Italian culture, but global culture.

Ruby, Xinran, Foong Ling

Keywords: Culture, Generation