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The Invisible Heart of a Tyre

“The Invisible Heart of a Tyre” was the title of the event that accompanied the presentation of the new PZero Silver, the first tyre to emerge from the Formula One experience. The venue was one of true excellence: the Hangar Bicocca, one of the world’s most prestigious spaces for contemporary-art exhibitions.

Illustrating the various processes involved in manufacturing a tyre, the “invisible heart” was represented by artistic installations, graphic works and video projections along an exhibition area of over a thousand square metres.
From rubber, the raw material, which was represented by a rubber forest, on jumbo screens over 20 metres high, to research and design, to the craftsmanship of expert chisellers all the way through to the end product. All this was narrated and interpreted using a contemporary artistic language that showed the public an industrial operation that is as fascinating as it is complex.

The event took place on Thursday 8 September in the presence of Marco Tronchetti Provera, the economists Jean-Paul Fitoussi and Severino Salvemini, the director of Team Ferrari Stefano Domenicali, and the McLaren team driver Jenson Button. For the finale, the actress Licia Maglietta interpreted some passages of “industrial” literature, once again demonstrating how art and industry, man and machine, are inextricably bound together.

“The Invisible Heart of a Tyre” was the title of the event that accompanied the presentation of the new PZero Silver, the first tyre to emerge from the Formula One experience. The venue was one of true excellence: the Hangar Bicocca, one of the world’s most prestigious spaces for contemporary-art exhibitions.

Illustrating the various processes involved in manufacturing a tyre, the “invisible heart” was represented by artistic installations, graphic works and video projections along an exhibition area of over a thousand square metres.
From rubber, the raw material, which was represented by a rubber forest, on jumbo screens over 20 metres high, to research and design, to the craftsmanship of expert chisellers all the way through to the end product. All this was narrated and interpreted using a contemporary artistic language that showed the public an industrial operation that is as fascinating as it is complex.

The event took place on Thursday 8 September in the presence of Marco Tronchetti Provera, the economists Jean-Paul Fitoussi and Severino Salvemini, the director of Team Ferrari Stefano Domenicali, and the McLaren team driver Jenson Button. For the finale, the actress Licia Maglietta interpreted some passages of “industrial” literature, once again demonstrating how art and industry, man and machine, are inextricably bound together.