While the motorcycle world was headed to Italy to see the latest new models crowded into the Rho Fiera fairgrounds, hometown hero Vespa was celebrating 80 years of two wheeled history in downtown Milan in a very different way. VESPA THE EMPTY SPACE, the brand’s first concept store is a minimalist pop-up. “It is an extension of the Vespa universe that blends style, fashion and iconic objects, while staying true to the values of elegance and freedom which have always defined its spirit,” is how they describe the void.
“Incredibly excited to see our very first Vespa concept store — VESPA THE EMPTY SPACE — open its doors in the heart of Milan during Fashion Week,” says Danny Patrick, Piaggio Group’s Senior Dealer Development Specialist for US & Canada. “This new space is more than a store, it’s a living expression of Vespa’s style and spirit.”
Filling the empty space is a new fashion line: Pilot Dogs, the first drop of the Al Vento collection. The haute couture meets moto collection celebrates the fusion of character and style. The Dachshund becomes an ironic and inclusive mascot, featured on t-shirts, sweatshirts and shirts with pop prints, alongside an exclusive wide-leg jean.
“From the immersive design and Vespa Café, every detail celebrates creativity, individuality, and that unmistakable Vespa energy,” adds Patrick. “A huge shoutout to Alessandro Bartoli, Miriam Bica and our incredible design team for bringing this vision to life. A huge milestone for the brand in one of the most iconic cities.”
No word on Empty Spaces popping up in the U.S., at least not yet!
