07 Vicky Gitto;Paola Dubini;Marco Tronchetti Provera;Aldo Grasso;Antonio Calabrò TAN 0468 - Copy 1 (1) 3 (1) 01  GIU 0320 - Copy 02  MAX 8629 06 Antonio Calabrò TAN 0364 - Copy 04 Vicky Gitto;Paola Dubini;Marco Tronchetti Provera;Antonio Calabrò;Aldo Grasso MNT 1591 - Copy 4 (1) 6 (1) 5 (1) 8 10 9 2 (1) 7 11 05  MNT 1737 - Copy 14 13 16 12 15 17

“La Pubblicità con la P maiuscola” (Pirelli Advertising with a Capital P), the new book curated by the Pirelli Foundation and edited by Corraini Edizioni was presented at the Franco Parenti Theatre in Milan. The book covers thirty years of Pirelli advertising, from the 1960s until the early 20th Century, by way of materials originating from the company Historic Archive, which is kept at the Pirelli Foundation

During the event, contributions were made by Marco Tronchetti Provera, Executive Deputy Chairman and CEO of Pirelli and Chairman of the Pirelli Foundation, Carlo Bonomi, Chairman of Assolombarda, Paola Dubini, Lecturer at Bocconi University in Milan, Vicky Gitto, Chief Creative Officer of Young & Rubicam, Aldo Grasso, Lecturer at Cattolica University in Milan and TV critic, and Antonio Calabrò, Managing Director and Director of the Pirelli Foundation.

A selection of pictures published in the volume will remain on display for a few days in the foyer of the Franco Parenti Theatre in Milan, starting on 7th July, with the following opening hours: from Monday to Saturday between 10 am and 2 pm and between 4 pm and 8 pm.

Here is the video of the event