Fiat UK has opened its flagship store in London's West End. It is marking the occasion with a design exhibition and celebrity party.

The showroom, located on Wigmore Street, W1, has an interior of chrome and glass.

The Italian car manufacturer is hoping to establish the store as a cool place for car buyers and Fiat enthusiasts. It is also being marketed as a venue for corporate meetings, fashion shows, art and design exhibitions, and as a set for film makers.

Broadcaster CNN has already booked the stoe for a seminar for the automotive world’s leading marketers and media opinion-formers.

Along with a celebrity party kicked off by the Italian Ambassador Giancarlo Aragona, the opening night exhibition, called Fiat Workpop 500, featured the work of 22 young designers who are competing to design an accessory for the Fiat 500 that will be chosen to go into production, and become available for general sale.