For the lead character Alfie (Jude Law), his wardrobe and vintage Vespa defined his on screen performance. I worked at Vespa USA at the time, which licensed the use of the scooter. To capitalize on the movie’s stylish theme, I designed a modern Vespa GT300 to be themed like Alfie’s vintage model. A limited run of these new Alfie were custom painted and traveled the country as part of the press tour. Additionally they were displayed in major market showrooms, such as Los Angeles and New York.

To create interest in the new film among Vespa’s core demographic, the vintage rider, the Alfie scooters were shown at major vintage events, including one being offered for national fan competition. One edition remains permanently on displayed at Vespa headquarters.

Photos: Courtesy of Paramount Pictures, Piaggio Group USA