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Industrial Humanism: the Essence of Pirelli’s Ties with Culture

Over 500 the people turned up for the presentation of the book Industrial Humanism: An Anthology of Thoughts, Words, Images and Innovations, which was held on Wednesday, 19 June 2019 at the Teatro Franco Parenti in Milan. An evening of readings, stories, music, and in-depth analyses with Marco Tronchetti ProveraAntonio Calabrò, Gian Arturo Ferrari, and a special guest, Ornella Vanoni.

“The re-publication of the anthology of the historic Pirelli magazine is not simply a nostalgic project or just a journey down memory lane” but rather a way “to discuss the present-day relevance of the relationship that a major company like Pirelli has formed between doing business and creating culture”. It is also “a bond, between culture and business, that has been important for Pirelli ever since it was founded”, said Antonio Calabrò, recalling the prime aim of the new publishing project. Pirelli’s historical relationship with culture was also taken up by Marco Tronchetti Provera, who recalled that: “Memory is important – it is through memory that we build the future. Pirelli has survived across three centuries, and it’s essential for a company to have a bond with culture.”

The discussion was interspersed with readings from Pirelli magazine by the actress Anna Ammirati and by Ornella Vanoni’s greatest hits when she performed songs by Giorgio Strehler, Dario Fo, Gino Paoli, Toquinho, and Vinícius de Moraes.

The evening continued in The Mysterious Baths with Pietruccio Montalbetti of Dik Dik, with music from their repertoire.

See the video and picture gallery to retrace all the events of the evening!

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