Event TV: Fiat partners with magician Dynamo for 500x car launch

The magician Dynamo performed an illusion at the Copper Box Arena in London last night (28 January) for the pre-launch event of Fiat's new 500X crossover model.

Fiat partners with magician Dynamo for experiential car launch
Fiat partners with magician Dynamo for experiential car launch

More than 1,000 invited guests attended the Fiat 500x 'Power of X' event at the Copper Box Arena, located in the Queen Elizabeth Olympic Park in Stratford, which included journalists, bloggers and personalities from the worlds of fashion, entertainment and music, such as singer MIA, Kasabian's bassist Chris Edwards and TV star Nancy Dell'Olio.

Guests were treated to cocktails from fellow Italian brand and event sponsor Disaronno, as well as music and entertainment from acts including breakout group Gorgon City. Canapés kept to the Italian theme and were provided by The London Kitchen.

At 9.30pm, the magician Dynamo gave a performance that blended theatre, illusion and dance where he conjured up a mysterious energy – the power of X – that allowed him to generate a 3D blueprint of the new Fiat 500 X and instantly turn it into a physical car live on stage. 

The event was organised by Lodestar Events and TLF Productions, Harvey Goldsmith’s live event agency, along with Krow Communications.

The live performance by Dynamo marks the end of the European 'The Power of X' tour, which launched in late November. Since then, the #ThePowerofX tour has taken the 500X to the main squares of 74 European cities and 602 exclusive premières hosted at Fiat dealerships in Europe. Throughout the activity, members of the public have been able to get up close to the 500X model ahead of its showroom debut in February.

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