Identitalia: Pirelli as an icon of the “Made in Italy” label
Identitalia – The Iconic Italian Brands has opened at Palazzo Piacentini in Rome. The exhibition. which is devoted to the top brands that have made the history of Italy, celebrates the 140th anniversary of the Italian Patent and Trademark Office. The event is organised by the Ministry of Enterprises and Made in Italy as part of a renewed policy to support and promote Italian industry and excellence. It will remain open to the public until 6 April 2024, showcasing the rich heritage of successful entrepreneurial stories, innovative products, avant-garde designers and graphic artists, as well as Italy’s most iconic brands. Visitors are accompanied on a thematic journey through the various moments of the day – waking up, morning, afternoon, evening, and night – and they are taken through the four pillars of the Made in Italy label: Furnishings, Clothing and care, Agri-food, and Automotive.
Pirelli, a symbol deeply ingrained in the collective consciousness and a global brand with strong Italian roots, has been invited to contribute to the event with a careful selection of documents, objects, photographs, and audiovisual materials that tell the story of its past and present. The exhibition illustrates the evolution of the iconic “Long P” logo, symbolising the identity and longevity of the Group, from its earliest versions in the late 19th century to its current design by Salvatore Gregoretti and to Pierluigi Cerri’s colour scheme.
The company’s involvement in the world of racing is illustrated by a photograph of the Peking-Paris Motor Race of 1907, where Scipione Borghese’s “Itala” triumphed, on Pirelli tyres, definitively confirming its global prestige in the tyre sector and marking the beginning of a slew of sporting victories.
The exhibition also traces the evolution of the brand’s visual communication, beginning with Renzo Bassi’s 1931 sketch for the Superflex Stella Bianca tyre, in which we see a new style with the influence of the Futurist manifesto of advertising art. We are taken from Lora Lamm’s depiction of Pirelli bicycle tyres, a rapid sketch of a modern late-1950s girl in bright colours, through to Annie Leibovitz’s 1994 photograph of Carl Lewis in stiletto heels with the iconic headline “Power is Nothing without Control”, a milestone in international advertising.
Among the objects on display is the iconic Pirelli Calendar, with the 2007 edition featuring a black-and-white cover with Sophia Loren, the timeless diva of Italian cinema, captured in an essential, almost intimate shot by the Dutch duo of fashion photographers Inez van Lamsweerde and Vinoodh Matadin.
The presence of Pirelli in the Identitalia exhibition highlights the commitment of a company that was founded 152 years ago but that still shapes the narrative of the Made in Italy label on the global stage. As ever, with an eye to the future.
Identitalia – The Iconic Italian Brands has opened at Palazzo Piacentini in Rome. The exhibition. which is devoted to the top brands that have made the history of Italy, celebrates the 140th anniversary of the Italian Patent and Trademark Office. The event is organised by the Ministry of Enterprises and Made in Italy as part of a renewed policy to support and promote Italian industry and excellence. It will remain open to the public until 6 April 2024, showcasing the rich heritage of successful entrepreneurial stories, innovative products, avant-garde designers and graphic artists, as well as Italy’s most iconic brands. Visitors are accompanied on a thematic journey through the various moments of the day – waking up, morning, afternoon, evening, and night – and they are taken through the four pillars of the Made in Italy label: Furnishings, Clothing and care, Agri-food, and Automotive.
Pirelli, a symbol deeply ingrained in the collective consciousness and a global brand with strong Italian roots, has been invited to contribute to the event with a careful selection of documents, objects, photographs, and audiovisual materials that tell the story of its past and present. The exhibition illustrates the evolution of the iconic “Long P” logo, symbolising the identity and longevity of the Group, from its earliest versions in the late 19th century to its current design by Salvatore Gregoretti and to Pierluigi Cerri’s colour scheme.
The company’s involvement in the world of racing is illustrated by a photograph of the Peking-Paris Motor Race of 1907, where Scipione Borghese’s “Itala” triumphed, on Pirelli tyres, definitively confirming its global prestige in the tyre sector and marking the beginning of a slew of sporting victories.
The exhibition also traces the evolution of the brand’s visual communication, beginning with Renzo Bassi’s 1931 sketch for the Superflex Stella Bianca tyre, in which we see a new style with the influence of the Futurist manifesto of advertising art. We are taken from Lora Lamm’s depiction of Pirelli bicycle tyres, a rapid sketch of a modern late-1950s girl in bright colours, through to Annie Leibovitz’s 1994 photograph of Carl Lewis in stiletto heels with the iconic headline “Power is Nothing without Control”, a milestone in international advertising.
Among the objects on display is the iconic Pirelli Calendar, with the 2007 edition featuring a black-and-white cover with Sophia Loren, the timeless diva of Italian cinema, captured in an essential, almost intimate shot by the Dutch duo of fashion photographers Inez van Lamsweerde and Vinoodh Matadin.
The presence of Pirelli in the Identitalia exhibition highlights the commitment of a company that was founded 152 years ago but that still shapes the narrative of the Made in Italy label on the global stage. As ever, with an eye to the future.
