Having won the nationwide design competition launched by Fiat to design an expressive yet practical portfolio of vehicle modifications for the new Fiat 500, Brandmotion, the award-winning supplier of custom products, is making swift progress on their Urban Loft 500 project. Speed is now the name of the game as they intend to showcase the custiomised Fiat at the SEMA Show (Specialty Equipment Market Association).to be held at the Las Vegas Convention Center between 1-4 November.

Jeff Varick, Brandmotion president, said "We're extremely pleased to receive this honor. The new FIAT 500 is a stylish, well-built vehicle that shows a very fresh way of thinking about the modern automobile. The competition tasked us with thinking of the vehicle as if we were building it, not modifying it. We pride ourselves on providing highly functional interior personalization solutions that target the emerging needs of vehicle buyers, and our efforts were rewarded with this selection." The concept of their creation "evokes the experience of a modern loft apartment: urban, upscale, adaptable, minimal, and practical.

"Like an urban loft, the FIAT 500 fits our times because it provides no more space then you really need, and yet its high roof surprises you with a feeling of openness inside." The Loft's progress can be followed by visiting Brandmotion's Facebook page.