Opening

To celebrate the streets is to affirm the strength of a brand that, over five decades, has built a solid legacy in Brazil — one that has resonated across industry, society, and, above all, the people who are part of its story. Fiat is made of people: employees, partners, creators and artists who, together, deliver far more than products: they build experiences, connections and meanings that open up new possibilities.

Since its arrival in Minas Gerais, Fiat has played a foundational role in the country’s development, driving innovation, generating opportunities and contributing directly to the transformation of thousands of families’ lives. This commitment is reflected in everything we do: from the evolution of our vehicles to the way we engage with culture and society around us.

This exhibition brings that vision to life by offering an expanded perspective on the automobile. It goes beyond technology — the car is viewed here as a cultural, social and aesthetic expression. By bringing together art, history and design, we reinforce the connection between brand and experience, and highlight the car as an integral part of Brazilian life, of the Brazilian way of being.

The exhibition, which occupies every space of Casa Fiat de Cultura, is also a landmark — a bold and necessary initiative that celebrates 50 years of Fiat in Brazil.

More than revisiting the past, this exhibit invites the beholder to reflect upon the future and reaffirms Fiat’s commitment to Brazilians, to innovation, to culture, and to all those who continue on this journey with us.

Herlander Zola
COO and President of Stellantis in South America

The streets, spaces of everyday life, hold encounters, celebrations, and all that moves us. It is on the streets that Brazil continually reinvents itself, and where Fiat has built its journey over the past 50 years, side by side with the people.

In Minas Gerais, Fiat has gone beyond establishing its presence: it has transformed stories, fueled dreams, and reshaped paths. Over time, the automobile ceased to be merely a product and became an expression of freedom, desire, and achievement, a direct reflection of its era and of society’s aspirations. Here, it is a passion, one of many that symbolize Brazil, alongside soccer, carnival, music, fashion, popular celebrations, coexistence, and human connections.

In this unprecedented exhibition, bringing together more than 250 pieces, including works, photographs, and objects, Casa Fiat de Cultura proposes a dialogue between the automobile, art, and Brazilian identity, inviting visitors to reflect on their meaning. The beauty of design, aesthetics, and functionality reveals not only engineering, but also cultural expression.

As Casa Fiat de Cultura celebrates its 20th anniversary, it expands these connections and invites a fresh look at its legacy, present, and future. Set in the urban landscape and housed in a preserved heritage building, it is integrated into the daily life of the city, crossing the paths of millions of people — just like cars, which provide experiences, memories, and encounters.

Celebrate with us, because it is in the streets that, every day, we keep on writing our story.

Massimo Cavallo
President, Casa Fiat de Cultura

The street is where collective life takes place. It is where people, ideas, goods, sounds, and affections circulate. It is where celebrations and gatherings give shape to a collective body moved by emotion and occupying public space. No two streets are alike. In every city, each street takes on its own character, shaped by history, climate, and the ways of life of those who pass through it. In Brazil, the street is also a place of invention, where challenges are faced together and everyday creativity transforms shared experience into celebration.

It is from this vibrant, multifaceted, and ever-changing landscape that the exhibition Celebrar as ruas unfolds, celebrating Fiat’s 50 years in Brazil and Casa Fiat de Cultura’s 20th anniversary. In the making of the country, the automobile became intertwined with urban expansion, the opening of new routes, and the connection between territories. Through windows and windshields, Brazil has also been seen, traveled, and imagined. The car became part of everyday life, memories, aspirations for the future, and ways of inhabiting this territory.

The works brought together in this exhibition look at the street and the automobile from different perspectives. They evoke industrialization and its dreams of progress, the pulse of the metropolis, celebrations, faith, football, travel, fashion, and imagined futures. Art broadens this field, interpreting time and the transformations of Brazil. Fashion expresses identities, translates behaviors, and embodies the ways of being of each era. Through its many languages, the exhibition presents the street as the stage for the country’s social, cultural, and symbolic transformations.

This is also a sensory journey. Visitors are invited to move across times and spaces, from the earliest movements of industry to the rhythm of cities, from projects rooted in what is made by hand to the possibilities of tomorrow. From Modernism to contemporary art, the exhibition’s sections bring the collective and the intimate into dialogue. This encounter is interwoven with Fiat’s fifty-year journey in Brazil.

To celebrate the street is to celebrate the connections it makes possible. It is to recognize public space as a place of coexistence, diversity, and shared imagination. The invitation is to immerse yourself in this experience, recognize familiar landscapes, awaken memories, and allow yourself to feel. Amid cars, processions, flags, crowds, desires, and journeys, the exhibition traces different ways of experiencing Brazil in motion.

Peter Fassbender

Yuri Quevedo

Marcos Rozen

Curators

WE ARE MANY

We are many. Each face here tells a story.

The Fiat factory, the streets, and this country are built by people of different paths, knowledge, and cultures. In diversity, we find our strength. It is through diversity that ideas are revealed, experiences come together, and the collective dream gains meaning.

In the sparkle of the eyes and in the smile lies what moves us: the passion to create, to overcome, and to keep going together.

These images reveal more than portraits and professions. They reveal a living, diverse, and vibrant presence.

Because, at its essence, all of this exists — and only exists — because of people.