New York Fiat Gallery

Fiat is very much aware of who has been buying the 500 in Europe, and they are clearly expecting the little car to be popular with the same kind of crowd in the US. Fiat is therefore courting these image-conscious urbanites via a proven system, a gallery in Soho. Visitors to the gallery can see an original 1967 500 as well as new versions of both the hardtop and convertible. There is also 500-themed artwork and (as if this needs saying) an espresso bar.

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