The concept of the bar celebrates the launch of a fresh and bold colour palate for the new Fiat 500. Granita - a frozen dessert made of crushed flavoured ice, will be served for free to visitors to the pop-up, offering a fresh new take on a cooling summer refreshment.
There will be six flavours inspired by new Fiat 500 Fresh models on the menu, including cranberry, sour apple, pomegranate, juicy lemon, blackberry and blueberry. To receive a granita, consumers are being encouraged to take a picture of their chosen flavour from the menu and share it on Twitter, Facebook or Instagram with a dedicated hashtag.
Toni Gaventa, brand communications manager at Fiat UK said: "Travelling on the London Underground in the summer isn’t always the most pleasant experience, and so we’ve introduced the new Fiat 500 Fresh Granita bar to inject some much needed zing into commuters’ days, surprising them with a uniquely Italian treat served in an innovative way and in a surprising location."
Creative agencies Initials and Doner collaborated on the project.
Rachel Bateman, head of live engagement at Initials, said: "The new Fiat 500 target audience love to discover and report on new experiences, therefore serving granitas as part of the activation is a great way to engage them.
"Being able to actually fit the new Fiat 500 into the underground space and the first brand to do it will certainly grab attention."
The pop-up granita Bar will be located opposite the turnstiles inside Old Street Underground Station between 7-11 June from 07:00 – 19:00.
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