Benvenuto to the Fiat Caffè, a Vibrant Blend of Italian Industrial, Artistic, Culinary

Fiat Caffè

Foreword

“ Benvenuto” to the Fiat Caffè, a vibrant blend of Italian industrial, artistic, culinary and social culture where lovers of all things Fiat and Italian can gather in a unique atmosphere and space.

The Fiat Caffè is the first of its kind to be open worldwide, as a special tribute to the Japanese people, whose appreciation for the Italian culture represents a great value for Italy and its Brands.

Fiat Caffè combines the Brand’s and the Italian qualities in a stylish, attractive and cosmopolitan manner – indeed, how can the two ever be apart! Fiat is an innovator and standard bearer in the realm of Italian manufacturing, while the Italian culture is recognized as one of the world’s most sophisticated and quite close, under many aspects, to the Japanese culture. It is not surprising, then, that the modern Italian culture has permeated Japan, from fashion, to design, music, food....

The Caffè is an integral part of this culture. It is not just a place to drink an espresso or having a meal. It is a meeting place for friends, for business partners, for lovers, for intellectuals; it is a venue for business, for liaisons, for conversations, for friendship and for fun. It is a generator of culture, sympathy, friendship, humanity, ideas, lifestyle....

The Fiat Caffè mission is to generate a new Brand “story” that will tell about cars, people and lifestyle from Tokyo’s heart to the hearts of the Japanese. A dedicated web site, featuring a web drama, will connect the real and the virtual into a continuous interactive exchange of experiences. The Caffè becomes a natural home for Fiat, a Brand that represents both the automotive and the Italian culture.

1 We hope that Fiat Caffè will become a reference point for Tokyo people as they explore the best of Italy. It is a relaxing and friendly place to experience Fiat in an unusual and unique way. Enjoy !

Mission

Fiat is ubiquitous in Italy, being the Company an important subject of the industrial and cultural landscape. In Japan, Fiat is a "niche" Brand, perceived as a unique Brand with a rich legacy and appreciated by a valuable community of customers. The new 500, the successful Fiat new model with more than 270 thousand orders received to date and 29 prizes awarded around the world, has been a success also in Japan and is positively contributing to the expansion of the Brand's awareness and attractiveness. Taking advantage of the good influence of this compact, cute and high quality car on the overall Brand's image, Fiat is strengthening its identity through a new approach to the communication.

Then, the Fiat Caffè becomes a medium that goes beyond the traditional advertising. It's a new medium which collaborates with other media and other Brands, in order to get the Japanese closer to Fiat in a natural way. Walk in, have a coffee, have a meal, have a conversation. The concept of the Fiat Caffè allows the Brand to permeate the guests' perceptions without any invasiveness. This is not a place to sell cars; this is a space that hosts conversations and ideas. The car, the 500 shown at the ground floor, is an artwork - a sculpture, an oil painting, an objet. It is part of the Caffè.

Fiat Caffè provides a complete and organic Brand experience through food, fashion, music, art, lifestyle suggestions, in its strategic location in the heart of Tokyo.

2 Location

Fiat Caffè is located in one of the most vibrant center of of Tokyo, Aoyama. Tokyo has many and distinguished central areas, but Aoyama district combines the buzz of youth with the sophistication of the 'fashionista' in a natural, elegant way, by combining both the young crowds that shop in Takeshita Dori and the lovers of the luxury Brands that come walking from Omotesando.

Aoyama Street itself, is blessed with many beautiful buildings which are milestones of architecture and design, like the Spiral, by Maki Fumihiko, or the Aoyama Technical College by Watanabe Sei and important centres like the United Nations University. And just nearby the Fiat Caffè there is the entrance to the Meiji Shrine Outer Garden, the National Stadium - which hosted the 1964 Olympic Games - the Jingu baseball stadium and the small art museum Watari-Um for Contemporary Art designed by the famous Italian architect Mario Botta.

Fiat Caffè, located in a stylish 12-storey concrete and glass building, conveniently close to Aoyama 1-chome and Gaienmae subway stations, sits well within this sophisticated, multicultural environment and is also surrounded by the showrooms of other high end car Makes.

3 A Multi-dimension space

Fiat Caffè consists of three floors - B1, 1F, 2F - with their own distinct identities. The ground-level entrance brings visitors into the Antenna Shop, where they can get to know and appreciate the Fiat Brand. The visual impression combines glass and concrete with red and white coloring and organic shapes. Here visitors can find out all they need to know about Fiat cars, sales, goods and lifestyle products. Whether customers are there to look for a car or a key-ring, they are welcome to come in, walk around, browse and ask questions.

The Antenna Shop offers all the information about Fiat products and services, but it's not a typical point of sales. The staff of the Antenna shop is there to encourage the visitors to relax as they learn about the Fiat concept, offering them an espresso with the dorayaki, a traditional Japanese sweet, that is a combination exclusively served at the Caffè.

The second floor houses the Fiat Caffè bar and restaurant. The designers were keen to make the Caffè an organic space where ideas, relationships and opportunities can grow in a creative manner. It is a modern space - fashionable, elegant and refined - that retains a cozy, intimate atmosphere where guests can relax and enjoy the food, the drinks and the company. As an Italian Caffè, it will be intimate and lively, joyful and friendly.

The restaurant offers an exclusive menu with a brilliant selection of Italian regional cuisine, revisited by a team of Italian expert that love Japanese food, in order to create a fascinating international dining experience. This is not just another Italian eaterie: Fiat Caffè adds a new dimension to the Tokyo eating scene. Lunch will be on offer for around 1,200 yen, while the dinner course will cost around 4,000 yen. The Caffè will be open from the morning until late at night, so customers can experience it at all times of the day.

4 The Fiat Space in the basement is a multifunction event area that can be rented and utilized for a variety of activities, including live music, radio/TV broadcasts, art exhibitions, fashion shows and design expos. Fiat aims to use the space to support new cultural trends, and music will be a large part of the Fiat Space experience. The event space is equipped with top-level technology and can accommodate up to 100 people.

Our Guests

Fiat Caffè is open to all the Tokyo people that make this city so unique and fascinating! In an area with many office workers and a shortage of sophisticated dining spots, Fiat Caffè expects lunchtimes to be very busy as they will discover and appreciate what the Caffè has to offer.

We expect many of our lunchtime visitors to be young women seeking a stylish place to share a lunch and a chat.

In the afternoon, the caffè is likely to become a relaxed space for coffee & cake where friends can meet, chat and relax in comfort and style.

Dinner time is again likely to prove lively as residents and workers look to wind down, eat well and play hard. Fiat Caffè will be a different kind of dinner experience, offering style, culture, impeccable cuisine.

Thanks to the sophisticated usage of the LED panels, the atmosphere will change from day to night, following the natural rhythm of the chats, the laughter, the enjoyment of our guests.