125 Volte FIAT is an exhibition that retraces over a century of history through the social impact and artistic production linked to the Turin-based car manufacturer. We designed the exhibition set up, inspired by the concept of landscape, which transforms the space into an immersive experience where graphics, scenography, and visual storytelling blend to narrate Fiat's evolution and its role in society.

Created to celebrate FIAT’s 125th anniversary, the exhibition highlights the brand’s legacy of innovation, culture, and social transformation. It's hosted at MAUTO – Museo Nazionale dell’Automobile, one of the world’s most important automobile museums, dedicated to preserving and showcasing the history of automotive design and technology.

A vast audiovisual fresco surrounds the thematic installations, organized into islands that explore key aspects of the company's history. From cars to archives, graphic materials to works of art, each section offers a unique opportunity to immerse oneself in the world of Fiat.

A reimagined assembly line runs through the exhibition space, weaving a narrative thread that connects the various objects on display, intertwining historical memory with contemporary innovation.

The exhibition highlights the vast visual heritage produced or inspired by FIAT throughout its history. Advertising sketches and posters created by artists like Leopoldo Metlicovitz and Plinio Codognato introduce visitors to the brand's imagery. Paintings by Mario Sironi, Carlo Carrà, and Felice Casorati depict the modernity envisioned by Fiat between the two World Wars.

Paper documents, audiovisual materials, and memorabilia further enrich the narrative, illustrating FIAT's commitment across various sectors. 

Completing the exhibition path are nine emblematic vehicles from FIAT's history. From the legendary 1923 Eldridge Mefistofele to the popular Panda designed by Giorgetto Giugiaro in 1982, from the 1932 508 Balilla to the 1973 124 Abarth, there is also the New 500 “La Prima” cabriolet, a sustainable reinterpretation of an icon of Italian design.

The "Cinefiat e Pubblicità" section unveils the activities of the Cinefiat department, which produced not only advertisements but also films, documentaries, and newsreels.

The exhibition, hosted at MAUTO Museo Nazionale dell'Automobile, was curated by Giuliano Sergio and realized in collaboration with Centro Storico Fiat and Heritage HUB. The result is an experience that not only celebrates the history of Fiat but also invites the public to reflect on its implications within the broader context of automotive culture and modern society.

Photo by Cosimo Maffione, courtesy of MAUTO.