The new Fiat 500 took to the sky at 8.00pm last night, exactly 500 hours into 2008.
Around 500 VIPs, including Kelly Osbourne, Jade Jagger, Eva Herzigova, Eddie Jordan, Leah Wood and Lawrence Dallaglio and 1,500 others were invited to the launch event, which featured live performances by Mika, The Feeling and The Vibrants.
Andrew Humberstone, Fiat UK managing director, said: "We are absolutely delighted to have given thousands of people a party to remember, and the chance to watch the launch of our new Fiat 500.
"We are confident that this car, with it stylish looks, economical consumption figures, outstanding safety features and ‘green’ credentials, will win a place in everyone’s hearts."
Member of the public can enter a design competition to win a Fiat 500 which is being staged at the London Eye from now until February 3.