This summer, Vespa worked with Bollywood heartthrob Siddharth Malhotra to unveil a new scooter model, the VX, made especially for the Indian market and available for sale later this year. No detail was overlooked: a touch of chrome, a new beige seat and tubeless tires to provide extra comfort. Even the custom palette—“Portovenere Verde” (metallic green of the Ligurian coast) and “Vibrante Rosa” (dual tone red and pink), a color that the famous Vogue editor Diana Vreeland once called the “navy blue of India”—were meant to reverberate with the world’s largest democracy’s enormous and upwardly mobile middle class while paying homage to the Vespa’s roots.
About the Author
Gianfranco ZaccaiChief DesignerGianfranco is known for championing a holistic and highly integrated approach to innovation research, design, and development.
His vision has resulted in highly successful category-defining products including the Reebok Pump and P&G’s Swiffer. EPAM Continuum’s long-term strategic partnership with the Herman Miller Company has focused on developing innovations in healthcare.
Gianfranco holds degrees in industrial design from Syracuse University and architecture from the Boston Architectural College. In 2007, he was awarded an honorary doctor of arts degree from North Carolina State University. In 2009, he received an honorary doctor of fine arts degree from Syracuse.
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