Historical documents from Fondazione Pirelli at the 74th EICMA. Fondazione Pirelli will be present at the Pirelli stand during the prestigious International Cycle and Motorcycle Exhibition (EICMA) in Milan from November 8 to 13 with a reconstruction of the history of products for motor scooters during the economic boom through advertisements, videos and materials picked from the Historical Archive.
Federico Patellani‘s photographs and the advertising campaigns created by major artists such as Lora Lamm, Bob Noorda, Ezio Bonini and Max Huber bear witness to the new, “comfortable and fast” way of travelling on “motorettes” (as they were called in an article that appears in the Rivista Pirelli in 1950) that would become the symbol of the Italian economic development of the 1950s and 1960s capable of producing that celebrated feeling of freedom and “wind in your hair”. Pirelli was the first Italian company to make tyres for motor scooters at end of the 1940s outfitting the first “Vespa” and “Lambretta” models. An advertisement dated 1952 announced that “the first factory to design tyres for motor scooters in Italy was Pirelli, providing a valid contribution to the success of this very modern vehicle. Pirelli has perfected production over time with the largest assortment of sizes and types, to the extent that most motor scooters leaving the factories and travelling on Italian roads are fitted with Pirelli tyres”.
The Pirelli tradition in the production of tyres for motor scooters continues today with the launch of the two new Angel and Diablo Scooter products.