CURATED BY GIACOMO BRETZEL, THE EXHIBITION CHRONICLES THE HISTORY AND GLOBAL CULTURAL IMPACT OF THE VESPA BRAND THROUGH NEVER-BEFORE-SEEN IMAGES AND UNIQUE MODELS
THE SHOW IS A HIGHLIGHT OF “VESPA ROMA 2026 – 80 YEARS OF AN ICON,” A FOUR-DAY FESTIVAL OF PUBLIC EVENTS AND CELEBRATIONS FROM JUNE 25 TO 28
Rome – June 22, 2026 – From June 25 to 28, the Vespa Village at Rome’s Foro Italico will host “80 Years of an Icon – The Exhibition,” celebrating a true Italian legend. The exhibition reimagines eight decades of global history, charting the evolution of style, culture, and society. This visual journey features imagery that goes far beyond the evolution of a motorbike it highlights how Vespa became a global symbol of Italian elegance and innovation, playing a leading role in modern history.
Frame by frame, visitors are taken on a journey through the many personas of the Vespa: a mode of transport and an instrument of freedom, a travel companion, and a style statement. It has been the hero of extraordinary adventures and a symbol of a lifestyle that continues to resonate across generations and cultures. From the streets of European cities to grand intercontinental rallies, movie sets, and magazine covers, Vespa stands out as one of the most recognizable and influential symbols of contemporary visual culture.
Curator Giacomo Bretzel describes the vision behind the exhibition: “This is the story of an Italy that has traveled far on a Vespa. I immersed myself in the magic of a scooter that acts as a bridge between past and present, evolving into a timeless icon. With this exhibition, I wanted to unveil a journey around the globe using magnificent images discovered in the Piaggio archives and other private collections. I then shot a new series featuring a group of young people around Pisa, near Pontedera. Against backdrops of sun-drenched coastal roads and classical architecture, the Vespa serves as a visual diary—balancing the spirit of exploration with the fine line between shared connection and independence.”
The exhibition brings together imagery from some of the most prestigious Italian and international archives, spanning the Piaggio Historical Archive in Pontedera, Intesa Sanpaolo’s Publifoto Archive, the ENI Historical Archive, the Pirelli Foundation, and the Gala-Salvador Dalí Foundation. Contributing institutions also include the CSAC (Center for Studies and Archive of Communication at the University of Parma), the Alinari Foundation for Photography, the Civic Photographic Archive of Milan, and the National Museum of Photography in Milan-Cinisello Balsamo, alongside international names such as Asterias Productions-Studio Kameni, Magnin-A, Magnum Photos, Gamma-Rapho, The Jean Pigozzi African Art Collection, Polka Galerie, and Studio William Klein.
Enhancing this rich heritage is a curated selection of fine-art photography sourced from galleries and private collections worldwide. Masterpieces by legendary photographers dialogue seamlessly with Bretzel’s own contemporary shots, weaving a collective narrative that spans continents, visual mediums, and generations. This stellar lineup features works by renowned photographers including Paola Agosti, Bruno Barbey, Peter Beard, Dominique Berretty, Carlo Carlevaro, Mario Cattaneo, Walter Deutz, Robert Emmett Bright, Tam Fagiuoli, Derk Hudson, Ionesco, Marc Gantier, Michel Kameni, Seydou Keïta, Keystone-France, William Klein, Adama Koyaté, Luigi Leoni, Fosco Maraini, Heini Mayr, Gabriele Milani, Johnny Moncada, David McMurry, Alice Moitie, Domingo Nardulli, Toni Nicolini, Claude Nori, Federico Patellani, Pierluigi fotonotizie, Publifoto Milano, Publifoto Roma, Reporters Associés, David Seymour, Malick Sibidé, Studio Villani, Jean-Louis Swiners, Italo Zannier, and Paolo Zerbini.
Alongside the photographic works, a curated display of rare and vintage models from the Piaggio Museum and prestigious private collections anchors the exhibition. On show will be Vespas that broke speed records, embarked on legendary overland journeys, starred in cinematic history, and left an indelible mark on popular culture. Visitors will have the chance to admire special editions and pieces of extraordinary historical value, most notably the Spanish-made Vespa 150 S customized and signed by Salvador Dalí. Following its Rome debut, “Vespa. 80 Years of an Icon – The Exhibition” will travel to the Piaggio Museum in Pontedera, where it will be open to the public from July 9 to November 7, 2026.
Giacomo Bretzel
Driven by his core passions—portraiture, gastronomy, travel, motorcycles, and cars—Giacomo Bretzel is a photographer-poet with an extraordinary talent for capturing transient moments, movement, and the shared threads of humanity across the globe. A regular contributor to major international publications, Bretzel finds his ultimate expression in analog photography, where the raw magic of a single, unrepeatable moment truly comes alive.
The Piaggio Museum
Inaugurated in March 2000, the Piaggio Museum is housed in the former toolmaking workshop—one of the oldest and most atmospheric sections of the Pontedera industrial complex, where production first began in the early 1920s. Established to preserve and celebrate the heritage of one of Italy’s oldest enterprises, the museum chronicles the history of Piaggio and its surrounding region. It charts a sweeping narrative of Italian economic transformation, cultural evolution, and industrial growth through its most iconic products and the extensive documentation preserved in its Historical Archive. Fully renovated in 2018, with 26 years of activity and more than 1,025,000 visitors, the Piaggio Museum now spans 5,000 square meters with over 350 pieces on display. It stands as Italy’s largest and most comprehensive museum dedicated to two-wheelers, showcasing unique models that tell the story not just of the Piaggio Group, but of the mobility, social development, and industrial spirit of Italy. (www.museopiaggio.it)
Completely renovated in 2018, with 26 years of operation and more than 1,025,000 visitors, the Piaggio Museum now covers 5,000 square meters and features more than 350 exhibits.
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