About
The FIAT 500e Giorgio Armani Collector's Edition is the latest limited edition release by FIAT, in collaboration with the iconic Italian fashion designer, Giorgio Armani.
Role
Product Design
Year
2025
Approach
The entire retail flow at fiatlivestore.com was overhauled for this limited edition vehicle release. I collaborated with a product manager, my lead designer, and the lead engineer to ensure the total alignment of our output with the business goals of Carzato and Stellantis, and also with FIAT and Giorgio Armani in Italy. The goal was to make the vehicle wearable, whatever that means.
Research & Conceptualization
My research began by comparing the landing pages of Giorgio Armani's direct competitors: the likes of Louis Vuitton, Gucci, and others. My discovery? Big type, big product placement, and NO buttons. What better way to create exclusivity than to remove your primary CTA! Alright, I had officially landed on a design concept. But, how do you wear a car?
Additional Concepts
Because only 1 concept could ship, here is one iteration that we decided didn't answer the question of "How do you wear a car?" well enough.
Retail Flow
Okay, the landing page looked good, but we still needed to sell the car. Further scroll sections invite users into the exclusivity of wearing a vehicle (whatever that means), and the CTA leads to the retail flow that connects them with a dealership when they customize their deal.
Don't Drive It, Wear It
I had to find a unique way to bridge 2 distinct identity systems, from 2 distinct industries. Luckily, FIAT and Giorgio Armani are both known for their Italian heritage. The brand book I received from GA was written in Italian, but exclusivity transcends language.
