LOVE VESPA

History has made Vespa into more than just a scooter; it has become a modern myth, a fashion statement, a personal expression. Throughout the decades, Vespa has become an interpreter and an expression of the society in which it lives. In some way, in every era, Vespa’s strength has always been its modernity, its ability to absorb changes in society and new trends which it has then re-defined in terms of mobility. Vespa has always been a message, a strong idea, a metaphor for all that. History of Vespa Chapters of history The origins From scepticism to "miracle" 1956: the Vespa crosses the one million mark Records, sports and long distance travel: around the world with the Vespa Vespa, the cinema and the USA Vespa Communication Vespa is a perfect example of an ever-lasting legend in the history of industrial design. A simple mobility product has become one of the most popular and used concepts of today’s society. Vespa's advertising campaigns have marked various eras of our recent history and have always spoken to the public and dealt with topical issues. As times have changed, Vespa manages to reassert itself again and again. Photogallery Browse Further information Vespa Communication: beyond the legend of Tommaso Fanfani. Teacher of Economics at the University of Pisa, President of the Piaggio Foundation. The birth and history of Omar Calabreses's object of desire Professor of semiology and communication at the University of Siena.