Fiat 500X, the main focus of a new and exclusive live Dynamo performance

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Olivier Francois, Fiat Chief Marketing Officer and Dynamo pose before a press talk ahead of the Fiat 500X The Power of X.

Tonight (28 January 2015), the city of London will host an extraordinary event with the focus on Fiat 500X and Dynamo, the world famous magician who the Fiat brand has teamed up with during the pre-launch phase of its new crossover. A suggestive location has been selected for this exciting performance: the multifunctional Copper Box Arena in the Queen Elizabeth Olympic Park in Stratford, located to the east of the British capital. 

This consolidates the partnership between the English magician and the new Fiat model, which started with the production of the first magic experience in a virtual reality. The high-quality video produced by Framestore has been offered to the guests of the European “The Power of X”  tour who, with a specific VR, were able to experience an extraordinary interactive trip together with Dynamo and the 500X. Today the performance in London marks the beginning of a new phase for the magician after the success of his TV program “Magician Impossible” which had more than 250 million viewers in 180 countries from 2011 to 2014.

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The last stop of the European “The Power of X” tour for the London exhibition was the Copper Box Arena which was fitted out with personalised designs inspired by the “X” concept as the exposition of some example of the Fiat model, whereas a never-before seen mix of magic and technology was created inside. In fact, without relying on the help of special scenography, the English magician will go onto an empty stage to give life to a performance that he has been preparing for three years. Now the moment has arrived and Dynamo, together with the new 500X, is ready to surprise the 1,000 guests invited to this unique and exclusive event. All characterised by the “X”, an antique and magical symbol that unites the art of Dynamo and the new Fiat crossover.

The “X” represents change and transformation, but at the same time it also represents balance or the crossroads between opposite entities, such as the new Fiat mode itself expresses the “transversality” of a product that finds its ideal positioning at the intersection between various automotive segments, each consisting of both young and mature drivers, lovers of beauty and attentive to character, but all with the same desire to enjoy a fulfilling driving experience and express their own personality with a distinctive style. Today, there is a clear and exhaustive response for them all: Fiat 500X.

This exciting evening in London will end with an exclusive party that includes the musical performances of Gorgon City, the pair of London producers Matt and Kye who have become one of the spearheads in the European clubbing panorama. 


This London event marks the end of the “The Power of X” tour, which brought the new 500X to the main squares of 74 European cities and to 602 exclusive premieres at Fiat dealerships across the entire continent. Thanks to these initiatives, the public has learned about this new vehicle before it will début in the showrooms, which is taking place during this period of time in Italy and then will roll out subsequently in the other countries.

  • – Tonight, a magical evening in London, showcasing an exclusive live performance from Dynamo in front of 1,000 invited guests 
  • – The new Fiat crossover and the world famous magician will be on the stage inside the evocative Copper Box Arena at the Queen Elizabeth Olympic Park. 
  • – This extraordinary performance marks the end of the “The Power of X” tour, which brought the 500X to the main squares of 74 European cities and to 602 exclusive premieres at Fiat dealerships. 
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