The Pirelli Foundation has devised a new exhibition layout that narrates, starting with the documents from the Historic Archive, the evolution of sustainable management as a competitive edge from 1872 to date.
This journey begins with raw materials, to see up close what makes up “the rubber soul of a tyre, how many and which components are used to make a tyre and how the hevea brasiliensis tree is grown and harvested, along with its unique characteristics, to obtain natural rubber. The exhibition continues with an in-depth investigation of the studies conducted over the years on renewable biomaterials, such as the guayule plant which has already been studied since 1936, and on the search for innovative materials including studies into synthetic rubber conducted since 1937 by the future Nobel Prize winner Giulio Natta for Pirelli, given the growing awareness of the strong social and economic impact of plantations. Visitors will be accompanied along the initial part of the exhibition by photographic reports of rubber plantations in 1922, by a report by Fulvio Roiter dating back to 1963 for “Pirelli” magazine, and also pictures taken in 2015 in Indonesia, where the partnership with Kirana Megatara, natural rubber processor and one of the group’s biggest suppliers, began, to guarantee the training of farmers and their families, and to support the productivity of plantations.
Scientific research and experiments on structures and materials are part of the next portion of the exhibition: men and women at work, machines and facilities from past and present.. Large-size photographs show the stages of the construction process of a tyre. Photo shoots by Gabriele Basilico and by Arno Hammacher are combined with more recent pictures by Carlo Furgeri Gilbert of the New Industrial Pole in Settimo Torinese.
From factory to products: tyres designed in Pirelli laboratories to guarantee safety and performance, for efficient mobility that is increasingly environmentally-friendly. Durability and safety are core themes in the history of Pirelli product communication, as testified by the advertising campaigns by Pavel Engelmann, Alan Fletcher and Armando Testa or the famous man “with his eyes closed” by Riccardo Manzi.
The exhibition finishes with a more in-depth look into Pirelli’s role in the management of share capital. Welfare and training are just some of the tools with which Pirelli has always liaised with its employees and their families. Sports, leisure time, healthcare, focus on nutrition as told by archive documents, texts and photos. Today, like yesterday, and always, looking to the future.