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 | sketch for advertising campaign |
| Name of the item | Sketch for Stelvio Pirelli tyre advertising campaign |
| Title | Clawing the Asphalt |
| Author | Testa, Armando |
| Period | 1954 |
| Technical data | |
| Material and medium | Tempera, ink and collage on paper glued to cardboard |
| Measurements | mm 430 x 598 |
| Analytical data | |
| In print | Hoarding; advertising page in "Pirelli. Rivista di informazione e di tecnica", no. 2, 1955, back cover; envelope |
| Bibliography | Bob Noorda-Vanni Scheiwiller, a cura di, 1872-1972 Cento anni di comunicazione visiva Pirelli, Scheiwiller, Milano 1990, p. 105, ill.; Publimondial: revue internationale des Arts Graphiques et des Techniques Publicitaires, Arts et Publications, n. 74, Paris 1955, p. 58, ill.; Aldo Colonetti, a cura di, Grafica e design a Milano 1933-2000, Abitare Segesta Cataloghi, Milano 2001, p. 93, ill.; Un anno di propaganda in "Fatti e Notizie, mensile interno per il personale della Pirelli S.p.a", a. VI, n. 11-12 novembre-dicembre 1955, p.12-13, ill. |
| Categories | Products > Tyres > Car tyres > Stelvio |
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.