In 2024, Citroën will be celebrating a century of presence on the Italian market with a series of events designed to celebrate its rich heritage. Among these, the "100 years of revolutions" exhibition stands out. Organised by Citroën Italia with the support of LPD, this free exhibition will be held from 19 to 25 June at the Dazio Levante in Piazza Sempione, Milan.
A journey through a century of innovation
In the shadow of the Arc de la Paix, visitors can discover some of the most emblematic models in Citroën's history. Divided into eight rooms, the exhibition offers a chronological and thematic journey through vehicles such as the AC6, one of the first cars produced in the Milan factories, and the Dyane 6 "Dyanissima", symbol of the youth of the 60s and 70s.
The exhibition tells the story of Citroën through more than forty panels, videos and various exhibits such as historical documents, models, mechanical components and even a Citrolina, an iron pedal car, a reproduction of a model from 1934. This immersive approach allows you to discover the main stages of Citroën's history, from its iconic models to its sporting successes, including its advertising communication and its social commitment.
A tribute to the visionaries of the Double Chevron
"When it comes to the world of Citroën, it is difficult to follow a simple chronology linked to the models, because we cannot talk about Citroëns without talking about the men and women of the Double Chevron. Designing the exhibition itinerary was like tiptoeing into the lives of those who dreamed, designed and built these cars, because the Citroën story is above all a story of men, of revolutionary spirits who changed the way the automobile was designed, experienced and communicated. And with it, the customs of a century," explains Ilaria Paci, President of the Citroën Historical Archives in Sinalunga.
This quote illustrates the spirit of the exhibition: beyond the cars, it is the people and the stories that have shaped Citroën. The exhibition highlights the places, events and people that bear witness to the strong link between Citroën and Italy, thanks in particular to the work of the Citroën Historical Archives in Sinalunga, which has been preserving and disseminating the cultural heritage of Citroën classic cars for over twenty years.
Creativity at the service of history
The organisation of the "100 Years of Revolutions" exhibition was entrusted to the LPD agency, in partnership with the USUP agency. They were responsible for the design and installation of the exhibition, as well as online and offline communication. On 23 June, a Citroën rally will take place on the square and on 25 June, a press event will bring together national journalists to mark the end of this week of celebrations.
To promote this event, LPD has also designed the creative wrap for a tram, highlighting the Citroën C3 and the exhibition itself, as well as all the digital variations planned by the media library. These initiatives are aimed at attracting a wide audience and recalling Citroën's importance in Italian and world automotive history.
In 2024, Citroën will be celebrating its centenary in Italy in style, offering enthusiasts and the curious a unique opportunity to discover or rediscover a brand that has been able to combine innovation, daring and closeness to its customers. Don't miss the opportunity to discover the fascinating history of Citroën through this exceptional exhibition.
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