14th Corporate Culture Week:
Pirelli Goes on Stage
The “Settimana della Cultura d’Impresa” (Corporate Culture Week) in 2015: this time, guided tours around the Bicocca area – organised by the Pirelli Foundation to introduce the public to the cultural heritage of the “Long P” – were not conducted by internal staff alone. The tour around the Headquarters, the Bicocca degli Arcimboldi, and the premises of the Foundation now came with the commentary of professional actors, who played the parts of those involved in the history of the places, bringing the narrative to life.
The old cooling tower was thus recalled by the stoker who worked there in the 1950s, and the court musician entertained the aristocratic guests of the Bicocca, as he would have done in the fifteenth century, while the mechanic Ettore described the journey with Borghese and Barzini in the Itala, when they won the Peking-Paris race in 1907. Lastly, bringing this long history of life in Pirelli to a close, there was a reconstruction of the legendary “Propaganda Department” directed by Arrigo Castellani in the 1960s, which produced the advertising campaigns that brought worldwide fame to the Pirelli Cinturato.