Rubber Soul: originality and innovation in exhibition design
In 2012, the ADI Permanent Design Observatory selected the Rubber Soul exhibition, curated by the Pirelli Foundation, for the ADI Design Index , the annual publication of ADI, the Italian Industrial Design Association, a compendium of the finest Italian design put into production each year. The exhibition was held at Triennale Milano from 21 June to 24 July 2011 under the artistic direction of Leftloft, with a scenic and multimedia project by Studio N!03. The event was devoted to the history of Pirelli fashion from the first rubberised raincoats of the 1870s through to P Zero, an industrial design project applied to clothing in the 2000s. In the exhibition, the sketches and original advertising materials interacted with multimedia installations and with animated advertising campaigns, bringing them back to life in a contemporary manner. One of the campaigns reinterpreted for the exhibition was that of 1953 for Coria soles, created by Bruno Munari, now also preserved by MoMA in New York, and the photo reportage by Ugo Mulas for raincoats, set on the Pirelli Tower. Visitors were guided through the exhibition space by the movement of a little animated ball, all the way to the last gallery, which was devoted to a representation of the present and future of Pirelli in the form of a large interactive installation. In 2013, Rubber Soul received the Red Dot Design Award, one of the world’s most important honours in the field of design.
In 2012, the ADI Permanent Design Observatory selected the Rubber Soul exhibition, curated by the Pirelli Foundation, for the ADI Design Index , the annual publication of ADI, the Italian Industrial Design Association, a compendium of the finest Italian design put into production each year. The exhibition was held at Triennale Milano from 21 June to 24 July 2011 under the artistic direction of Leftloft, with a scenic and multimedia project by Studio N!03. The event was devoted to the history of Pirelli fashion from the first rubberised raincoats of the 1870s through to P Zero, an industrial design project applied to clothing in the 2000s. In the exhibition, the sketches and original advertising materials interacted with multimedia installations and with animated advertising campaigns, bringing them back to life in a contemporary manner. One of the campaigns reinterpreted for the exhibition was that of 1953 for Coria soles, created by Bruno Munari, now also preserved by MoMA in New York, and the photo reportage by Ugo Mulas for raincoats, set on the Pirelli Tower. Visitors were guided through the exhibition space by the movement of a little animated ball, all the way to the last gallery, which was devoted to a representation of the present and future of Pirelli in the form of a large interactive installation. In 2013, Rubber Soul received the Red Dot Design Award, one of the world’s most important honours in the field of design.
