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 Atlante Pirelli tyre advertising campaign |
| Title | Atlante Pirelli. The Giant that will Go a Long Way |
| Author | Testa, Armando |
| Period | 1955 |
| Technical data | |
| Material and medium | Tempera and ink on cardboard and die-cut paper with finishes in ink |
| Measurements | mm 585 x 465 |
| Analytical data | |
| In print | window sticker; test print, pocket calendar, postcard, advertising page in "Pirelli. Rivista di informazione e di tecnica", no. 5, p. 68, 1955 |
| Bibliography | Bob Noorda-Vanni Scheiwiller (a cura di), 1872-1972 Cento anni di comunicazione visiva Pirelli, Scheiwiller, Milano 1990, p. 117, ill.; G.Camuffo, M. Piazza, C. Vinti, a cura di, TDM5: grafica italiana, catalogo mostra, Mantova, 2012, p. 328, G. Fioravanti, ill. |
| Categories | Products > Tyres > Giant tyres > Atlante |
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.