The Vespa story begins in the aftermath of WW II in Italy. Built perfect for struggling Italians who still needed a way to get around, today Vespa has evolved into a necessity that begins where necessity ends. Designed by Corradino D’Ascanio the first Vespa vehicles were created from spare aircraft parts that were actual pieces of landing gears from Mussolini’s airplanes. No wonder a Vespa felt so good back then and no wonder they still feel so good.

Nick Foulkes, the contributing editor of Financial Times – How To Spend It, the contributing editor to Vanity Fair and the luxury editor of British GQ, encapsulates Vespa perfectly. He says “Vespa speaks of an Italy where the Vita is forever Dolce and where the national anthem is “Volare”. Vespa is the two-wheeled distillation of what it is to be Italian. Vespa is surely the ultimate mood-enhancing mobility brand.

But is Vespa just a mobility brand?

Ducati, Ferrari, Lamborghini, Alfa Romeo, Maserati, are formidable Italian brands with recognisable logos. But Vespa is the only shape in a definitive style that’s recognisable even when devoid of a logo.

From Paul Smith to Lego and across the globe, this shape has become a canvas for expression by leading artists and designers. Today, Vespa is a fashion brand thats more in the business of self-expression than it is in mobility. Vespa oozes individualistic value in a way that is akin to revered fashion brands.

With the possible exception of the classic Mini Cooper or the now laid-to-rest Beetle, Vespa is the only other automotive object that has the power to make people stylish, places stylish or give even inanimate objects, a sense of style.

To us at Centrick, few brands have a magic forged over generations of liminal messaging and Vespa is at the top of that list. After collaborating with Armani, Dior, Apple, Sean Wotherspoon, Walt Disney and Justin Bieber (before his lip sync disaster at a famous Sangeet party), Centrick is stoked to forge an association with this iconic brand that simply celebrates style.

Centrick always hopes to make brands look. Vespa surely makes us look stylish.