{"id":101896,"date":"2024-10-14T15:42:13","date_gmt":"2024-10-14T14:42:13","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=101896"},"modified":"2026-01-22T10:15:01","modified_gmt":"2026-01-22T09:15:01","slug":"the-sports-workshop-a-new-exhibition-for-the-pirelli-foundation","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/the-foundation\/the-sports-workshop-a-new-exhibition-for-the-pirelli-foundation\/","title":{"rendered":"&#8220;The Sports Workshop&#8221;, an exhibition for the Pirelli Foundation"},"content":{"rendered":"<p>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 <strong><em>The Sports Workshop<\/em><\/strong>, 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\u2019s premises, accompanies visitors into a world of iconic objects, archival documents, and timeless examples of the company\u2019s visual communication.<\/p>\n<p>It opens with an interactive digital <strong><em>Wunderkammer<\/em><\/strong>, or \u201ccabinet of wonders\u201d, which tells the story of <strong>innovation in Pirelli\u2019s sports products<\/strong>, 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 \u201cthat whizzes and bounces\u201d, alongside a narrative of the company\u2019s recent partnership with the Alpine Skiing World Championships and the technological feats of <em>Luna Rossa Prada Pirelli <\/em>and <em>Alla Grande-Pirelli<\/em> in sailing.<\/p>\n<p>The <strong>vast photographic collection <\/strong>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 \u0130zmit, among others. Sport has always been at the heart of Pirelli\u2019s <strong>corporate welfare <\/strong>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 <strong>Adolfo Consolini<\/strong>, who won gold in discus at the 1948 London Olympics.<\/p>\n<p>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 <strong>Lorenzo Mattotti<\/strong> for the book entitled <em>The Sports Workshop<\/em>. Additionally, the exhibition showcases some of the most famous advertising campaigns with <strong>sports personalities<\/strong>, from Alberto Ascari and Adriano Panatta to the iconic \u201cPower Is Nothing without Control\u201d ads with Carl Lewis, Ronaldo, and Marie-Jos\u00e9 P\u00e9rec. 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.<\/p>\n<p>The rich heritage preserved by the Foundation\u2014including slides, negatives on plate and film, audio-visual materials, sketches, and posters\u2014can also be explored by means of an <strong>interactive digital wall<\/strong>. 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 <strong>thematic timelines<\/strong>.<br \/>\nThe 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.<\/p><p><strong>Graphic and Exhibition Design<\/strong>: Dotdotdot, Leftloft<\/p>\n<p><strong>Multimedia Environments<\/strong>: Dotdotdot<\/p>\n<p><strong>Exhibition Installation<\/strong>: Avuelle, Benfenati Allestimenti, Neon Stella<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":101891,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,82,65,66],"tags":[],"class_list":["post-101896","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-exhibitions","category-the-foundation","category-the-pirelli-foundation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>&quot;The Sports Workshop&quot;, an exhibition for the Pirelli Foundation - Fondazione Pirelli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/the-foundation\/the-sports-workshop-a-new-exhibition-for-the-pirelli-foundation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&quot;The Sports Workshop&quot;, an exhibition for the Pirelli Foundation - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"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. 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