“The Sports Workshop”, a new exhibition for the Pirelli Foundation
The culture of sport, the values it shares with the business world, and the historic bond between Pirelli and sports competitions all come together in The Sports Workshop, a new exhibition curated by the Pirelli Foundation. The show expands on the themes explored in the book of the same name published by Marsilio Arte last June. The exhibition, held at the Foundation’s premises, accompanies visitors into a world of iconic objects, archival documents, and timeless examples of the company’s visual communication.
It opens with an interactive digital Wunderkammer, or “cabinet of wonders”, which tells the story of innovation in Pirelli’s sports products, both past and present. Show tyres, precious catalogues from the early twentieth century and famous advertising campaigns accompany visitors on a journey of discovery through the most important tyres used in car, motorbike and cycling races. However, the story of Pirelli in the world of sport extends far beyond racing: the display includes historical products made by the company, such as its covers for footballs and the tennis ball “that whizzes and bounces”, alongside a narrative of the company’s recent partnership with the Alpine Skiing World Championships and the technological feats of Luna Rossa Prada Pirelli and Alla Grande-Pirelli in sailing.
The vast photographic collection from the Historical Archive is showcased in pictures of legendary track races, the skill and craftsmanship of workers, and production processes within both historic and modern factories devoted to sports products. These include the compounds developed at the Settimo Torinese Industrial Centre and the racing tyres produced in factories such as Slatina and İzmit, among others. Sport has always been at the heart of Pirelli’s corporate welfare policy, which is a key element of its corporate culture. Since the 1920s, the Pirelli Sports Group has steadily expanded its offering of disciplines, which now includes football, tennis, basketball, fencing, athletics, bowls, skiing, mountaineering, and more besides. Its members have included Olympic champions, such as Adolfo Consolini, who won gold in discus at the 1948 London Olympics.
The iconographic section of the exhibition continues in the Open Space, on the first floor of the Foundation. Here, visitors will find illustrated works created by the artist Lorenzo Mattotti for the book entitled The Sports Workshop. Additionally, the exhibition showcases some of the most famous advertising campaigns with sports personalities, from Alberto Ascari and Adriano Panatta to the iconic “Power Is Nothing without Control” ads with Carl Lewis, Ronaldo, and Marie-José Pérec. The display also includes photographic images of behind-the-scenes moments of competitions, the crucial role played by the teams that back up the champions, and the technological research and experimentation that drive the creation of innovative, safe, and sustainable products. Ultimately, the exhibition focuses on the passion that drives athletes to achieve peak performance.
The rich heritage preserved by the Foundation—including slides, negatives on plate and film, audio-visual materials, sketches, and posters—can also be explored by means of an interactive digital wall. Like a window on the archive, this offers visitors a chance to retrace over 150 years of company history and sporting achievements, presented in two thematic timelines.
The exhibition is thus an immersive experience, drawing visitors into a world of adrenaline, emotions, and innovation. It tells the story of sport as a reflection of knowledge, skill, and community, tracing the history of competitions both on and off the track. This journey, which began almost in tandem with the founding of the company, continues to evolve today.
Graphic and Exhibition Design: Dotdotdot, Leftloft
Multimedia Environments: Dotdotdot
Exhibition Installation: Avuelle, Benfenati Allestimenti, Neon Stella
The culture of sport, the values it shares with the business world, and the historic bond between Pirelli and sports competitions all come together in The Sports Workshop, a new exhibition curated by the Pirelli Foundation. The show expands on the themes explored in the book of the same name published by Marsilio Arte last June. The exhibition, held at the Foundation’s premises, accompanies visitors into a world of iconic objects, archival documents, and timeless examples of the company’s visual communication.
It opens with an interactive digital Wunderkammer, or “cabinet of wonders”, which tells the story of innovation in Pirelli’s sports products, both past and present. Show tyres, precious catalogues from the early twentieth century and famous advertising campaigns accompany visitors on a journey of discovery through the most important tyres used in car, motorbike and cycling races. However, the story of Pirelli in the world of sport extends far beyond racing: the display includes historical products made by the company, such as its covers for footballs and the tennis ball “that whizzes and bounces”, alongside a narrative of the company’s recent partnership with the Alpine Skiing World Championships and the technological feats of Luna Rossa Prada Pirelli and Alla Grande-Pirelli in sailing.
The vast photographic collection from the Historical Archive is showcased in pictures of legendary track races, the skill and craftsmanship of workers, and production processes within both historic and modern factories devoted to sports products. These include the compounds developed at the Settimo Torinese Industrial Centre and the racing tyres produced in factories such as Slatina and İzmit, among others. Sport has always been at the heart of Pirelli’s corporate welfare policy, which is a key element of its corporate culture. Since the 1920s, the Pirelli Sports Group has steadily expanded its offering of disciplines, which now includes football, tennis, basketball, fencing, athletics, bowls, skiing, mountaineering, and more besides. Its members have included Olympic champions, such as Adolfo Consolini, who won gold in discus at the 1948 London Olympics.
The iconographic section of the exhibition continues in the Open Space, on the first floor of the Foundation. Here, visitors will find illustrated works created by the artist Lorenzo Mattotti for the book entitled The Sports Workshop. Additionally, the exhibition showcases some of the most famous advertising campaigns with sports personalities, from Alberto Ascari and Adriano Panatta to the iconic “Power Is Nothing without Control” ads with Carl Lewis, Ronaldo, and Marie-José Pérec. The display also includes photographic images of behind-the-scenes moments of competitions, the crucial role played by the teams that back up the champions, and the technological research and experimentation that drive the creation of innovative, safe, and sustainable products. Ultimately, the exhibition focuses on the passion that drives athletes to achieve peak performance.
The rich heritage preserved by the Foundation—including slides, negatives on plate and film, audio-visual materials, sketches, and posters—can also be explored by means of an interactive digital wall. Like a window on the archive, this offers visitors a chance to retrace over 150 years of company history and sporting achievements, presented in two thematic timelines.
The exhibition is thus an immersive experience, drawing visitors into a world of adrenaline, emotions, and innovation. It tells the story of sport as a reflection of knowledge, skill, and community, tracing the history of competitions both on and off the track. This journey, which began almost in tandem with the founding of the company, continues to evolve today.
Graphic and Exhibition Design: Dotdotdot, Leftloft
Multimedia Environments: Dotdotdot
Exhibition Installation: Avuelle, Benfenati Allestimenti, Neon Stella
