Vespa LX U.K. Launch

Stylish launch in the heart of Chelsea followed by eye-catching tour through London.

Following the Spring 2005 International Press Launch in Italy, the U.K. launch of the Vespa LX was held at the stylish Bluebird venue in the heart of Chelsea, London.

The entire venue was hired for this exclusive event and twenty new bright red Vespa LXs were lined up in the Italian-style piazza courtyard of this well-known meeting place on the King’s Road, welcoming the guests and creating an eye-catching display. In addition, all Vespa dealers were asked to arrive riding a red Vespa LX. An Italian- style breakfast was followed by a presentation in the restaurant with a view on the courtyard, all carefully branded.

After the welcome and presentation, guests were invited to participate in a parade of all red Vespa LX scooters, ridden through some of London most evocative spots. The “Dolce Vita” ride was such a hit that a second one had to be immediately organised to in order to allow all guests to have an opportunity to ride.

After the London ride, guests were treated to lunch and a champagne toast to celebrate the arrival of the new Vespa, with over 60 guests enjoying the Italian menu and warm atmosphere. The U.K. launch of the Vespa LX also included a display of the scooters in two main display windows at the Harrods store for a month, along with distribution of product brochures to Harrods customers.

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