Vespa has never been just about the ride, it has been about the feeling of freedom that moves with style. Its scooters became symbols of individuality across generations. Now, the brand is opening a new chapter, moving beyond the two-wheeled industry into a wider world that embraces fashion, tastes, objects, and experiences, all while staying anchored in elegance and self-expression.
During Milan Fashion Week, Vespa inaugurated The Empty Space at Via Broletto 13. The concept store introduces an immersive venue that sparks a fresh revolution in the unmistakable Vespa way.
The store reinterprets Vespa’s DNA in both design and purpose. Its architecture features curved satin steel walls inspired by the scooter’s bodywork, industrial flooring that hints at workshop culture, and oak finishes that add warmth and character. It has been created as an open space for endless, ever-changing experiences, beyond clichés and stereotypes, all unified by Vespa’s innate joy of living.
Inside, visitors will find three distinct sections. The first showcases Vespa’s most iconic scooters, long-standing emblems of design and freedom. The second is dedicated to fashion, presenting collections that emphasize individuality and style. The third, a lifestyle area, displays collectible objects reimagined with a pop-inspired twist. Adding to the experience is the Vespa Café, designed as a convivial meeting point with a custom menu reflecting the brand’s lighthearted philosophy.
The store is designed as a place to see and experience, but also to return to, with constant evolution and ongoing happenings.
Alongside the store opening, Vespa introduced its first clothing collection, Al Vento. Inspired by movement and the rhythm of city life, the line brings layered silhouettes, collectible patches, iconic graphics, and references to Vespa’s history. Each garment is functional but designed to carry personality, extending Vespa’s style into everyday wear.
The first drop, Pilot Dogs, draws on the parallel between Vespa and dogs as companions that embody character, loyalty, and identity. The Dachshund takes center stage in this debut, appearing on T-shirts, sweatshirts, shirts with pop graphics, and a wide-leg denim featuring white laser engravings.
The mascot also animates all-over prints with a second-skin effect, creating a playful narrative. Alongside these pieces are urban-inspired staples such as a reinterpreted duffle coat, a leather varsity jacket with the Vespa logo, and logo sweatshirts for daily wear.
From a new concept store to a new clothing collection, Vespa signals a deliberate move into lifestyle territory. This expansion places Vespa in conversation with fashion and culture, while keeping its creativity and free spirit firmly intact.
