Vespa Drives Parsons Product Design Students to Re-Imagine Classic Scooter for Next Generation

iaggio USA, Inc., the makers of the legendary Vespa scooter have challenged students at the Parsons School of Design to re-imagine the icon of modern Italian style and update it for American motorists of a new century. The partnership between Parsons and Piaggio is a project of the Parsons Design Lab, which brings together corporations, nonprofit organizations, and Parsons students to develop design solutions for real-world business challenges. 

The world's 4th largest motorcycle company, now in the midst of a worldwide transformation, is expanding its line to the United States with plans to open dozens of dealerships in the next two years. The company hopes to capitalize on fast growth in the hot scootering trend. With gasoline prices soaring and urban areas increasingly choked by traffic, Americans are turning to more fuel-efficient scooters.

An important part of Piaggio's push is its work with Parsons' stylish and talented young designers, who are helping to keep Vespa on the forefront of youth culture. Over the last semester, students in the Fashion Design, Product Design, and Design and Technology programs created new concepts for a Vespa lifestyle collection, ranging from clothing to wearable technologies, accessories, and even new features for the scooter itself.  The company intends on fully exploring the best product ideas (listed below) for production in 2006, while fashion designs will debut on the catwalk during the 57th Annual Parsons Benefit and Fashion Show on May 9th, at Pier 66 on Chelsea Piers. 
 
"We are very pleased with the results of the project," said Paolo Timoni, CEO of Piaggio USA, Inc.  "Americans have created a whole new lifestyle with the Vespa scooter.  Putting together classic Italian design and fresh American ingenuity has proved to be an exciting combination."   

Here are some of the best of the best designs that will help keep Vespa fun for the next generation:

- Fashion for men, women, and children encompassing the Vespa lifestyle, on or off the scooter

- Vespet: back seat storage to transport Fido or other small items safely and with style

- Beat Pod: wearable technology. The antithesis of the iPod, Beat Pods are designed for sharing music with others while walking down the street or riding through the city. The speakers, shaped like oversized ear buds, are connected by a sleek cord that easily wraps around the wearer⤙s neck or the handles of the Vespa scooter. >>

- The Vespa Lounge:  a new twist on the Vespa seat that allows you to lift, twist, and turn to recline and watch the sun set without getting off your bike <<

Carsten Berg, Scooter Press