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Search the Historical Archive of the Pirelli Foundation for sources and materials. Select the type of support you are interested in and write the keywords of your research.
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To request to view the materials in the Historical Archive and in the libraries of the Pirelli Foundation for study and research purposes and/or to find out how to request the use of materials for loans and exhibitions, please fill in the form below. You will receive an email confirming receipt of the request and you will be contacted.

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Pirelli Foundation Educational Courses

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Primary schools
Pirelli Foundation Educational Courses
Please fill in your details and the staff of Pirelli Foundation Educational will contact you to arrange the dates of the course.

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Lower secondary school
Pirelli Foundation Educational Courses
Please fill in your details and the staff of Pirelli Foundation Educational will contact you to arrange the dates of the course.

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Upper secondary school
Pirelli Foundation Educational Courses
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University
Pirelli Foundation Educational Courses

Do you want to organize a training programme with your students? For information and reservations, write to universita@fondazionepirelli.org

Visit the Foundation
For information on the Foundation's activities and admission to the spaces,
please call +39 0264423971 or write to visite@fondazionepirelli.org

I declare that I have read and understood the privacy statement concerning the processing of my personal data[DTJI1] ,  and, pursuant to Art. 6 of the GDPR, I authorise the Pirelli Foundation to process my personal data for the purposes described therein. .

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Advertising with a Capital P: a publishing project on the history of Pirelli communication

In 2018, Advertising with a Capital P, a book published by Corraini and edited by the Pirelli Foundation, with graphic design by Leftloft, was selected from the ADI Design Index 2018/2019 as a nominee for the Compasso d’Oro 2020. The book tells the story of Pirelli advertising from the 1970s to the present day, with materials such as camera-ready copy, printed advertisements, and television commercials. The first part, with some introductory essays, is followed by an illustration of Pirelli advertising campaigns in the form of archive documents. These range from social, institutional and product advertising campaigns created in the 1970s and 1980s by Centro – an interesting example of an Italian “house agency”, which took Pirelli communication from traditional graphic design to marketing-oriented strategies and global campaigns with endorsers from the worlds of cinema and sport, such as Sharon Stone, Carl Lewis, and Ronaldo. These campaigns were created by top international agencies (Young & Rubicam and Armando Testa) in the 1990s and 2000s. The photograph of Lewis in high heels, taken by Annie Leibovitz in 1994, is an indelible image in the history of visual communication and the headline “Power is Nothing without Control” became a milestone in international advertising. Still today, it is the distinctive slogan of the “Capital P”.

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In 2018, Advertising with a Capital P, a book published by Corraini and edited by the Pirelli Foundation, with graphic design by Leftloft, was selected from the ADI Design Index 2018/2019 as a nominee for the Compasso d’Oro 2020. The book tells the story of Pirelli advertising from the 1970s to the present day, with materials such as camera-ready copy, printed advertisements, and television commercials. The first part, with some introductory essays, is followed by an illustration of Pirelli advertising campaigns in the form of archive documents. These range from social, institutional and product advertising campaigns created in the 1970s and 1980s by Centro – an interesting example of an Italian “house agency”, which took Pirelli communication from traditional graphic design to marketing-oriented strategies and global campaigns with endorsers from the worlds of cinema and sport, such as Sharon Stone, Carl Lewis, and Ronaldo. These campaigns were created by top international agencies (Young & Rubicam and Armando Testa) in the 1990s and 2000s. The photograph of Lewis in high heels, taken by Annie Leibovitz in 1994, is an indelible image in the history of visual communication and the headline “Power is Nothing without Control” became a milestone in international advertising. Still today, it is the distinctive slogan of the “Capital P”.

Back to the main page

Multimedia

Images