CITROËN TURNS HEADS AT MILANO DESIGN CITY WITH ‘TIME TO BE MY AMI’

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Fri, 09/10/2020 - 11:30
  • ‘TIME TO BE MY AMI’ display launched at Milano Design City – running until 11 October 2020 in Milan, Italy
  • Designed in collaboration with Citroën Style Department to provide an immersive journey to discover AMI - 100% electric
  • Event showcases two of the twenty iconic ‘Parisian Inspired’ AMI that debuted in September as part of Free2Move’s car sharing fleet in Paris
  • Already a sales success, AMI - 100% ëlectric has sold over 1,000 sales examples so far
  • Accessible from 14 years old in France (16 years old on average in European countries where available) with or without a driving licence, AMI is for everyone


Citroën is taking part in Milano Design City, an event dedicated to the culture of design and innovation, with a specific focus on the reconfiguration of urban spaces, sustainability and the circular economy. This globally recognised event represents a strong appeal for the whole design industry.

 

AMI - 100% ëlectric is a practical response to the new mobility expectations. It rewrites the rulebook with its compact size, its unique design and its novel graphic approach all culminating in a very relevant mobility solution.

 

VENUE DESIGNED WITH CITROËN STYLE DEPARTMENT

 

‘TIME TO BE MY AMI’ has been designed in collaboration with the Paris based Citroën Style Department as an immersive journey into the AMI – 100% ëlectric world. In fact, by following the red thread of the lifestyle products inspired by AMI – 100% ëlectric, the audience is invited to discover the striking features of this revolutionary urban mobility object, offering innovation, accessibility and ease of use.

 

The venue displays various products from the Lifestyle AMI collection in XXL dimensions, to create a playful theme that emphasises the ultra-compact and non-conformist character of AMI in the mobility landscape.

 

Simultaneously, modern and colourful AMI posters decorate the outside of the building to emphasise its urban, innovative and non-conformist character.

 

On arrival, visitors are greeted by the three AMIs situated in front of the building’s entrance including two of the iconic ‘Parisian Inspired’ AMI from the Free2Move car sharing fleet in Paris:

 

  1. My AMI Orange
  2. AMI with a covering representing the iconic Parisian district Pigalle*
  3. AMI with a covering that represents the iconic Saint Germain des Prés district*

*The designs were inspired by Parisians as part of the launch of AMI in-car sharing in the French capital, "AMI ❤️ Paris”. An identical project is coming soon in Milan as “AMI also ❤️ Milano”.

 

As a brand synonymous with producing model versions of all of its road going vehicles, visitors can see a life-size Citroën AMI – 100% ëlectric which is placed inside an XXL ‘miniature’ box, emphasising the compact dimensions of AMI – 100% electric.

 

Placed to the side, near the walls, is an XXL AMI MUG in bright orange.

 

Covering the whole wall and hanging like an ‘unfolded sculpture’, is the cardboard that replicates the outline of the AMI – 100% ëlectric accessory box. This too in an over-size version and showcases the AMI blueprint (technical drawings of the various AMI – 100% ëlectric perspectives). Also reproduced on a large scale is the 2D cardboard packaging of the accessories that customers can use to personalise their own AMI. The staging illustrates the customisation kit that can be ordered online, delivered to the home and easily installed by the customer’s themselves on the AMI, as ‘Do It Yourself’.  The accessories include functional and decorative elements, both for the outside and inside of AMI – a central separation net, two stickers for the rear quarter windows, decorative wheel trims, door nets, door stickers, floor mats and a smartphone support.

 

In the vicinity, an Ultimate Ears speaker in AMI colours is replicated in XXL format. It is inspired by the AMI Bluetooth speaker accessory, a portable and lightweight Ultimate Ears Boom 3 AMI. Sturdy and water resistant, it has a battery range of 15 hours. It can be used indoors or onboard the AMI - 100% ëlectric, where it sits in a specific holder on the dashboard.

 

Visitors will discover an enormous domestic 220 V plug to highlight how AMI can be charged in three hours on a standard socket. The plug is connected to the cable, creating a path that morphs into a cosy sofa for relaxation, to underline the typical Citroën comfort and show how it is easy to order AMI from the comfort of your sofa (for selected markets). This concept is designed to showcase how easy it is to recharge AMI – 100% ëlectric anywhere, even using a simple household socket. The wire sofa has a diameter of approximately 55cm and is 15 metres in length; with foam padding to provide the typical comfort of a couch and an outer lining in elasticated technical textile, which is a nod to the external appearance of the AMI – 100% electric recharging cable.

 

The ‘TIME TO BE MY AMI’ CAFÉ, has been set-up in the colours of the vehicle. The counter has been designed so that three recharging stations are available for visitors to charge their smartphones.

 

An AMI pop-up allows visitors to get up close with the mobility object and sit inside it. This pop-up is designed for a retail sales experience and offers the chance to discover the different colours that make up the accessory kits.

 

Finally, visitors conclude their tour by passing through the AMI boutique which displays all the lifestyle products inspired by AMI – 100% ëlectric. Finished in vibrant colours AMI lifestyle products include the Bluetooth speaker accessory, mug, clothing and footwear as well as a 1/43 scale model of the iconic AMI itself.

 

Before leaving the venue, visitors can make their desired purchases directly online, in the Citroën Lifestyle boutique (https://lifestyle.citroen.com).

 

AMI – 100% ËLECTRIC

 

  • NON-CONFORMIST MOBILITY OBJECT
  • 100% ELECTRIC: zero CO2 emissions for the benefit of all and access to all city centres, with an easy, silent and smooth drive. A battery that charges in just three hours from a standard electrical socket, like a smartphone
  • COMPACT AND AGILE: an ultra-compact 2.41m size and 7.20m turning diameter, making city travel and parking simple
  • COMFORTABLE AND PROTECTIVE: small on the outside and large on the inside, AMI enables two people to travel side by side comfortably, with an enclosed and heated passenger compartment, very bright, yet protected from the outside
  • ASSERTIVE AND CUSTOMISABLE IDENTITY: its original style, the play on symmetrical structure and its unique presence give AMI a unique character. Its customisation possibilities invite to play with different appearances thanks to the six coloured accessory packs available
  • MOBILITY FOR ALL
  • NO LICENCE: accessible from 14 years old in France (16 years old on average in European countries). With or without a driving licence, AMI is for everyone
  • “A LA CARTE”: AMI is accessible at any time thanks to offers designed to meet each and everyone’s needs, from one minute to one year and more, to share, to rent or to buy.
  • AFFORDABLE: ultra-competitive offers adapted to different uses

 

FILMS AND PHOTOS AVAILABLE AT:

http://www.citroencommunication-echange.com/

Identifier (CAPS): AmiDesignWeek20

Password (CAPS): AMIMILANO0920

YouTube:  https://youtu.be/74VfCw1FE2s

 

 

FOR FURTHER INFORMATION:

JOHN HANDCOCK, HEAD OF COMMUNICATIONS     

07810 180249       

john.handcock@citroen.com

SIMON BROOME, PR MANAGER

07827 840050      

simon.broome@citroen.com

MICHAEL ARNOLD, PRESS FLEET MANAGER                      

07831 829410       

michael.arnold@mpsa.com

JEREMY TOWNSEND, COMMUNICATIONS DIRECTOR

JOSEPH GORSUCH, PRODUCT COMMS ASSISTANT

07827 896480       

jeremy.townsend@mpsa.com

joseph.gorsuch@ext.mpsa.com

 

 

 

 

 

 

FOLLOW CITROËN ON TWITTER AT: www.twitter.com/citroenuk

FIND CITROËN ON FACEBOOK AT: www.facebook.com/citroenuk

FOLLOW CITROËN ON INSTAGRAM AT: www.instagram.com/citroenuk

 

The Citroën Brand

At the heart of the automotive market, Citroën has asserted itself since 1919 as a popular brand in the true sense of the word, making people and their lifestyles its first source of inspiration. This spirit is underlined by the ‘Inspired by You’ brand signature and is embodied by cars combining unique design and benchmark comfort. Within the sector of mainstream brands, Citroën also stands out with a unique customer experience (Citroën Advisor, ‘La Maison Citroën’, etc.). In 2019, the Citroën sold one million vehicles in over 90 countries.

 

The Citroën Brand in the UK

The UK is the 4th largest market for Citroën globally, with 80,000 vehicles sold in 2019. Based in Coventry, Citroën UK’s range of hatchbacks includes C1 (city car), C3 (supermini) and C4 Cactus (compact family car). The UK SUV line-up consists of C3 Aircross (compact SUV) and C5 Aircross (mid-size SUV). The UK MPV range features Berlingo (5 or 7-seats), Grand C4 SpaceTourer (7-seats) and SpaceTourer (up to 9-seats). Citroën UK’s Light Commercial Vehicle offering covers all sectors of the market with Berlingo Van, Dispatch and Relay. Citroën has a clearly defined electrification strategy with all models across the range offering an electrified version by 2025. In the UK, 2020 sees the launch of New C5 Aircross SUV Hybrid (PHEV), plus the introduction of Dispatch and Relay battery electric vehicles (BEV).

 

Citroën UK media site: https://uk-media.citroen.com/ - @CitroenUK

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