Autumn 2018 brings events to promote corporate culture coupled with celebrations to mark the tenth anniversary of our Foundation. On 13 July, we reopened the doors of the Foundation to Bicocca racconta (The Story of Bicocca), an initiative that will continue with three new events on 28 September, 5 October and 15 November, promoted together with the University of Milano-Bicocca and celebrating a double anniversary: the 10th anniversary of the Foundation and the 20th of the Milanese university. The experience will introduce visitors not only to the company’s historical heritage, which is preserved by the Pirelli Foundation, but also to some of the buildings on the university campus. Visitors will follow the story of how urban transformation turned the Bicocca district from a place that manufactured products to one that now manufactures ideas. There are also many new features in the Pirelli Foudation’s 2018/19 educational programme: children and young people will be able to examine how companies use very topical issues such as corporate welfare, multiculturalism, and sustainability as levers of competitiveness. At the centre of the new programme is the history of visual communication, with top-name designs and global campaigns from the 1970s to the early 2000s. These will be shown in video screenings and in the archive materials currently on display in the new exhibition at the Foundation. During this month of September, the new exhibition, and the huge collection of Pirelli audio-visual materials, with hundreds of movies on film and magnetic tape dating back as far as 1912, were also the subject of guided tours put on during the first Milano Movie Week, an initiative promoted and coordinated by the City of Milan. The week – from 14 to 21 September – with a programme of events in different places, involved all those who work with cinema in Milan: cinemas, festivals, cinema schools, production companies, organisations and associations, and all the leading names in the city’s cultural scene. On 20 October we shall once again open the doors of the Foundation, this time to the Archivi Aperti (Open Archives) event promoted by Rete Fotografia, now in its fourth edition, which this year looks at photography in Italy in the 1960s. Visitors will have access to a wide range of documents from the Pirelli Photographic Archive: including over 5,000 published and unpublished photos produced by great masters such as Ugo Mulas, Arno Hammacher, Fulvio Roiter, Enzo Sellerio and Mario De Biasi, from the archive section devoted to Pirelli. Rivista d’informazione e di tenica magazine. Lastly, in November we shall be putting on guided tours at the 17th Settimana della Cultura d’impresa (Corporate Culture Week), promoted by Confindustria, which will have “Industrial culture” as its theme. Close collaboration continues with all the cultural institutions that work to promote Italy’s historical and artistic heritage.
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