Vespa is revving up its lifestyle initiative launched last June, rolling out a series of dynamic retail experiences across the globe. In a strategic move that reflects the brand's vision beyond just scooters, Vespa is unveiling an engaging range of pop-up shops designed to celebrate its lifestyle project.

First Activation in Paris

Kicking off the first activation this week at the iconic Galeries Lafayette Champs-Élysées in Paris, these pop-ups are set to wow visitors with an immersive experience. With a sleek, icy aesthetic that evokes a futuristic mountaintop, the setups coincide with the launch of the Vespa Snake capsule collection, celebrating the upcoming Year of the Snake according to the Lunar Calendar.

Highlight of the Collection

The highlight of this collection is the limited-edition Vespa 946 Snake scooter, which boasts a stunning white finish inspired by frosty landscapes, complete with snake-shaped designs adorning its fenders and under the seat. In addition to the scooter, the collection features a striking wardrobe that includes long puffer coats, stylish bomber jackets adorned with patches, comfy tracksuits, form-fitted denim, and cozy knits—each in a diverse palette of whites, ranging from shimmering iridescent to subtle buttery hues.

Pop-up Schedule

This Paris pop-up will be open until February 5, after which Vespa plans to launch similar installations at Milan’s Rinascente the very next day. Following Italy, the brand’s roving concept will take off to multiple international hotspots, including Steffl in Vienna, Galeries Lafayette in Beijing, and Vakko in Istanbul, before making its way to Emquartier in Bangkok, Paragon in Singapore, Trang Tien in Hanoi, and concluding at Plaza Indonesia in Jakarta.

Vespa's Vision and Heritage

The Piaggio Group, Vespa’s parent company, envisions Vespa not just as a mode of transportation but as a full-fledged lifestyle brand. This strategic push comes at a time when nostalgia and lifestyle branding are paramount in the global market, with Vespa leveraging its rich heritage—from the glamorous image of Audrey Hepburn riding a Vespa with Gregory Peck in the 1953 classic "Roman Holiday"—to resonate deeply with modern consumers.

Future of Vespa’s Lifestyle Initiative

Moreover, as Vespa embarks on this lifestyle journey, they have assembled a talented team of designers to oversee a pivotal fashion collection, reflecting a commitment to innovation and creativity. This foray into the fashion realm serves as a playground for experimentation, setting the stage for exciting collaborations and products in the future.

Stay tuned, because Vespa is not just bringing scooters to streets, but also a lifestyle that you won't want to miss!