Corporate culture curated by Antonio Calabrò
Industry at its finest gives rise to culture, forging original combinations of value and values, profitability and social relations
| Object | Press proof |
| Name of the item | Advertisement for Pirelli tyres |
| Title | La strada più bella è quella che non hai ancora percorso |
| Production sector | Young & Rubicam |
| Period | 1992 |
| Categories | Products > Tyres > Car tyres |
| Advertising campaign | Campagna pubblicitaria pneumatici Pirelli 1992 |
| Related drawings | + Km |
Established in 2008 Pirelli Foundation starts to operate in 2009 at the request of the Group and of the Pirelli family, in order to protect and disseminate knowledge of the company's cultural, historical and contemporary heritage and to promote its business culture. The Pirelli Foundation is headquartered at "Fabbricato 134", a historical building in the former Pirelli industrial district at the heart of a major urban redevelopment project in 1985 called "Progetto Biccocca", a symbol of transformation from the industrial age to the post-industrial era.