Vespa lovers' magazine

“Rivista Piaggio” was born in 1949 as an important strategic corporate communication tool to celebrate and enhance the worldwide success of  Vespa. It was made on the model of contemporary magazines, and its first director was the sports journalist Renato Tassinari, head of the Piaggio Advertising Office and "inventor" of the Vespa Club of Italy, born in 1949.
The magazine - which will continue its publications until 1979 - represents a significant and successful example of those “house organs” that contributed to the affirmation of many brands in the public imagination in 50s and 60s, involving important writers, illustrators, photographers and advertisers in their publishing activities.

Above all, however, it was the close link with Vespa enthusiasts to feed, on the pages of the magazine, the collective imagination of a community of users united by an unprecedented passion for a real cult object: "we thought to create a meeting point between the Vespa manufacturer, its Agents who follow the development of the market and the ever-increasing number of its owners. These pages will give rise to this meeting and will reflect on what can now be defined as Vespa world" (n. 1, p. 1).

“Rivista Piaggio” is today one of the richest and most fascinating sources of information on the history of Vespa worldwide success.

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