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Lancia has announced that its showroom at the 2023 Metaverse Fashion Week will house a veiled car that will only be unveiled come April.

27 Mar 2023 | International News : Italy

Lancia has announced that it will be making its way into the Metaverse at the 2023 Metaverse Fashion Week, starting 28 March 2023.

The firm will be presenting a virtual showroom, designed around the principles of its new corporate identity, first introduced at a concept store in Milan, which users will be able to tour inside the Metaverse Fashion Week's Luxury Fashion District once they create their own avatar.

Lancia states that two vehicles will be present in the virtual showroom: The first being the Lancia Ypsilon, while the second will remain covered until its presentation event, which is currently scheduled for 15 April 2023.

Lancia states that the new corporate identity will come to physical showrooms outside of Italy come the first quarter of 2024. It is looking to establish a total of 70 sales points in 70 major European cities by mid-2024 combined with Stellantis' premium Brand stores.

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