From April 8 to 13, two icons of ingenuity and creativity come together at the Milano Design Week to bring “AMI le parole” to life, a unique project celebrating the creative power of words and design. Scarabeo, the timeless word game, decorates Citroën AMI – 100% ëlectric, the symbol of new electric urban mobility and leader in the electric quadricycle market with a 40.4% market share in the first quarter of this year.
The two brands unite in a partnership based on shared values such as creativity and design: Citroën AMI meets urban mobility needs with an iconic and revolutionary style, just as Scarabeo combines strategy and iconic design; simplicity and accessibility: both are easy to use, intuitive, and accessible to all; personalization: Citroën AMI can be customized to personal tastes, just like Scarabeo allows endless word combinations; and finally, social interaction: both Citroën AMIand Scarabeo are designed to bring people together and foster interaction.
With their unique and recognizable style, Citroën AMI and Scarabeo meet for the first time on the streets of Milan and at the special Maison Citroën in Coin Milano Cinque Giornate, inviting the public to discover new connections between mobility, design, and play. The Milano Design Week is the perfect stage for this initiative, where the Citroën quadricycle becomes a true “moving board,” making words a mobile element.
Transported by a bold, original, and sustainable “customized” vehicle designed for green urban mobility, Scarabeoimmerses itself in the chaotic Milan traffic. Drawing inspiration from contemporary trends and the iconic elements of Scarabeo, a Citroën AMI Special Edition will be on display in an area set up at the Maison Citroën in Coin Milano Cinque Giornate, while a more dynamic and “playful” livery will dress 8 vehicles, each with a “mobile letter” from Scarabeo. These vehicles will form inclusive words and positive messages in the fight against bullying at key points of the Design Week. A visual and symbolic game that will bring the heart of the event to life, paying tribute to language, movement, and personal expression.
While Scarabeo has carved out an important place in the Italian imagination through its ability to reinvent itself and attract new generations of players with updated versions, Citroën AMI continues to be a vehicle capable of revolutionizing urban mobility and conveying messages of high social value. One example is the “Gëneration AMI – a scuola di antibullismo” project, which was created in response to the attacks received by the model and has become an educational initiative that, over the past three years, has involved more than 17,000 students and over 50 schools across Italy. Alongside this message of responsibility, Citroën AMI represents a model of sustainable and accessible mobility, allowing young people to explore the themes of environmental innovation and inclusivity.
