Fiat Opens Its Star Academy

Fiat launches a design project dedicated to the urban mobility of tomorrow. Who better than the new generations to design it?

Fiat announces the launch of an ambitious program aimed at mobilizing the new generation of creatives around a clear mission: to imagine the compact urban car of tomorrow, while remaining true to the Fiat DNA.

This project brings together students from two prestigious Italian design schools: the IED Istituto Europeo di Design in Turin and ISIA Roma Design. Together, they will explore new interpretations of mobility in the city, while respecting Fiat’s historical values: intelligent compactness, assertive personality, and inimitable character.

The program is structured like a true professional journey. Students go through all stages of the creative process: in-depth research, inspiration boards, sketches, model-making, and finally crafting a compelling storytelling. The goal is to turn ideas into mature and realistic concepts.

Intergenerational Transmission

What makes this initiative particularly interesting is its intergenerational mentoring framework. Students benefit from the guidance of two great names in design: Maestro Giorgetto Giugiaro, a living legend and president of GFG Style, and François Leboine, design director at Fiat. This meeting of experience, historical vision, and the creative energy of young talents forms the heart of the project.

Participants are invited to reappropriate the philosophy “LESS IS MORE,” dear to Fiat, inherited notably from the iconic original Panda. They will need to rethink the use of space, reduce weight, and optimize materials to design urban vehicles that are both intelligent, accessible, functional, and with a strong Italian character.

Beyond the final concepts, the initiative emphasizes the rigor of the creative process and how the brand’s DNA is concretely reflected in every design decision. A film crew documents the entire journey to share behind-the-scenes of this creative adventure.

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Innovation

• 07/04/2026 9:59

The car becomes a giant screen on wheels

At the end of the program, a prestigious jury will select three finalists. Their projects will be presented at a special event organized by Fiat during Milan Design Week, from April 21 to April 26. A beautiful initiative that proves that the brand with the round logo remains more alive and creative than ever.

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