I love this website, The Cool Hunter. You always find the raddest stuff there. Check this out. It’s another manic advertising campaign, this time by Fiat for the Fiat 500 C. The launch of the car happened in February this year, and the beginning of this month saw the cars appear in Milan’s high-fashion street, Montenapoleone, in an unexpected role. Twenty fiberglass replicas of the car, identical in shape and size, have been positioned along the street as… tree planters. They’ll be there livening up the city until 30 September 2009.
The event has been named “Per fare un albero” (Create a tree), and is a cooperative effort between the City of Milan, Fiat, and artist-designer Fabio Novembre. In Novembre’s words, his solution to merge into one object trees and cars, two elements always vying for urban space, is a “symbol of a new way of living.”