2019 Milano Photo Week:
power and control in one shot
For the 2019 edition of Photoweek, the week devoted to photography organised by the City of Milan, Pirelli Foundation is putting on guided tours entitled “La Potenza e il Controllo in uno scatto…d’autore” (Power and Control in one shot…and what a shot!): retracing the evolution of photography in Pirelli’s modern visual communication.
The starting point is “Power is nothing without Control”, the famous slogan that made its mark on the world 25 years ago. The star of the campaign was the American sprinter Carl Lewis, who was photographed by Annie Leibowitz on dizzyingly tall red stilettos. The same legendary shoes that the public were able to see first-hand at the Pirelli Foundation.
With its documents, the Group’s Historical Archive acted as a guiding thread: from Ermanno Scopinich‘s experiments to Bob Noorda‘s collages, the brilliant aerial shot for “Pneumatici con la P maiuscola” and the stunning portraits that the photographer Albert Watson – the artist who created the 2019 Calendar – dedicated to the mythical “son of the wind”.