Fiat Showroom

  • Our role: concept design

    We were commissioned by digital agency AKQA to design a virtual showroom for Fiat, to be used as a showpiece for their main web domain (

    Our inspiration was the original Fiat factory in Turin, The Lingotto building. This factory (famously featured in the original Italian Job) contains a singular ramp that extends through the building, culminating in a test track on the roof. The cars are built on ascending floors before being driven around the rooftop test track, overseen by a small observatory.

    We took the idea of the ramps and the observatory, and created a dynamic, fluid, hyper-modern piece of architecture that visitors to the website can navigate around, exploring Fiat's product ranges.