{"id":103604,"date":"2025-03-28T09:34:08","date_gmt":"2025-03-28T08:34:08","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=103604"},"modified":"2025-03-28T09:34:08","modified_gmt":"2025-03-28T08:34:08","slug":"the-city-takes-centre-stage-in-the-companys-communication","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-city-takes-centre-stage-in-the-companys-communication\/","title":{"rendered":"The City <br>Takes Centre Stage in the <br> Company\u2019s Communication"},"content":{"rendered":"<p>A Collection of Iconographic Testimonies from Our Historical Archive on the Intense Bond between Pirelli and Urban Culture<\/p><p><strong>Pirelli, the City, a Vision<\/strong>. In this third chapter of our story about the intense relationship between Pirelli and the city, we explore the realm of visual communication. Through photography and advertising campaigns, the company shows itself and its products as part of an urban landscape filled with meaning.<\/p><p>In \u201cPirelli, the City, a Vision\u201d, the first article in this analysis, we saw how the bond between Pirelli and the city of Milan became a defining feature of the company\u2019s identity, with \u201cMilano\u201d becoming part of the name of both the company and its products, <a href=\"https:\/\/www.fondazionepirelli.org\/it\/iniziative\/storie-dal-mondo-pirelli\/pirelli-la-citta-la-visione-una-storia-che-nasce-a-milano-oltre-centocinquantanni-fa-e-continua-fino-a-oggi-nel-mondo\/\">\u201cleaving a mark on the creation of its history and imagery\u201d<\/a>. The next step\u2014which we examine here\u2014is the <strong>integration of the image of the city into the company\u2019s visual communication<\/strong>, beginning with depictions of its factories. The Milan plants, in particular, are shown as part of the urban setting, as we see in the poster for the installation of the Museo Storico delle Industrie Pirelli. Created by Domenico Bonamini, it appeared as <strong><em>Lo stabilimento di Milano-citt\u00e0<\/em><\/strong> (\u201cThe Factory in the City of Milan\u201d) and was made to celebrate Pirelli\u2019s fiftieth anniversary in 1922.<\/p><p>As for the visual communication of products, it was in the <strong>1950s<\/strong> that the city became a co-star in many advertising campaigns. These were times of rapid urban transformation, driven by industrialisation and a surge in urbanisation\u2014a theme we previously explored on our website in <a href=\"https:\/\/www.fondazionepirelli.org\/it\/iniziative\/pirelli-e-la-citta-del-futuro\/\">\u201c<strong>Pirelli and the City of the Future<\/strong>\u201d<\/a>. Against this backdrop, Pirelli products\u2014especially tyres and clothing\u2014were reimagined as essential items for city life. A notable example is a 1950 photograph taken in the Piazza del Duomo in Milan for an <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000005788\/impermeabile-vigili.html?jsonVal=%7b%22jsonVal%22:%7b%22query%22:%22*%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20%7d%7d&amp;attachmentMisc=undefined#n\"><strong>advertisement featuring Pirelli\u2019s raincoat for traffic wardens<\/strong><\/a>. In 1952, <strong>Franco Grignani<\/strong>\u2019s <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/detail\/IT-PIRELLI-OA0001-0000003731\/pubblicita-del-pneumatico-stelvio-pirelli-4.html?jsonVal=%7b%22jsonVal%22:%7b%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22autoreAmbitoIco%22:%22\\%22Direzione%20Propaganda\\%22%22%7d%7d&amp;attachmentMisc=undefined#n\"><strong>advertisement for the Pirelli Stelvio tyre<\/strong><\/a> paired a picture of a city with the concept of safety: \u201cStelvio, the tyre that holds the road\u201d. In 1957, Erberto Carboni\u2019s <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/detail\/IT-PIRELLI-OA0001-0000000062\/pubblicita-pneumatici-rolle-stelvio-cinturato-pirelli-5.html?jsonVal=%7b%22jsonVal%22:%7b%22query%22:%22Erberto%20Carboni,%20Campagna%20pubblicitaria%20Rolle%20Stelvio%20Cinturato%201957%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20%7d%7d&amp;attachmentMisc=undefined\"><strong>advertising campaign for the Rolle Stelvio Cinturato tyre<\/strong><\/a> presented a message that combined the concept of travelling by car with that of city tourism, highlighting the comfort of urban exploration: \u201cMilan is not just business\u2014it has a hidden history\u201d.<\/p>\n<p>The <strong>1960s <\/strong>brought splendid new imagery with the Pirelli Confezioni catalogues. Some of the finest pictures were <strong>Ugo Mulas<\/strong>\u2019s iconic photographs for the <strong><em>La Moda e il Grattacielo<\/em><\/strong> catalogue of 1959, designed by <strong>Bob Noorda<\/strong>, which captured breath-taking views of Milan as the Pirelli Tower and its construction site were reshaping the city\u2019s skyline. The <em>Pirelli Confezioni 1961-62 <\/em>catalogue flew to Paris, with shots like the one for <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000006323\/dora-impermeabile-trench-donna.html?jsonVal=%7b%22jsonVal%22:%7b%22query%22:%22*%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20%7d%7d&amp;attachmentMisc=undefined#n\"><strong>Women\u2019s waterproof coat, Dora line<\/strong><\/a>, which embodies the style, the elegance and the spirit of Paris.<\/p>\n<p>Moving on to look at the <strong>1970s <\/strong>and to the audio-visual section of our <strong>Historical Archive<\/strong>, we find a series of Carosello television commercials called <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/search\/result.html?query=la+nostra+vita+sulle+strade&amp;lang=it\"><strong>\u201cLa nostra vita sulle strade\u201d<\/strong><\/a> (Our Life on the Roads), directed by <strong>Roberto Gavioli<\/strong>. These 1-minute-and-50-second commercials generally show paradoxical situations on the roads, or in our case on city streets, with a fair dose of humour. Here, the city emerges in its most chaotic form, with Pirelli tyres solving problems and easing complexities.<\/p>\n<p>The link between Pirelli, its products, and urban life becomes increasingly evident\u2014not only in terms of practicality and safety but also in terms of style, both aesthetic and as a way of life.<\/p>\n<p>By the <strong>1990s<\/strong>, the city had taken on new meaning in Pirelli\u2019s first global campaign, the award-winning \u201c<strong>Power is nothing without control<\/strong>\u201d campaign by <strong>Young &amp; Rubicam<\/strong>. In the iconic 1995 commercial featuring <strong>Carl Lewis<\/strong>, the most recognisable landmarks of <strong>New York <\/strong>provide a dramatic backdrop for the action. Later versions introduced other metropolises, such as <strong>Rio de Janeiro<\/strong>, with an unforgettable <strong>Ronaldo <\/strong>standing atop the Corcovado, taking the place of Christ the Redeemer. We had entered the era of globalisation: cities once again took centre stage, as symbols of interconnectedness, hubs in a vast global network, and settings where relationships were forged, such as those between businesses and creatives in the world of graphics, design and photography.<\/p>\n<p>On 4 March, the Pirelli Foundation devoted a workshop to this relationship, which has been very much alive for over 150 years, under the title: <strong>\u201cDesign, Visual Communication, and the City:<\/strong> <strong>Promoting Company Archives\u201d<\/strong> for high schools, academies and universities, as part of the <strong>Milano MuseoCity 2025 <\/strong>initiative. It was an opportunity to examine the rich iconographic and documentary heritage of a company that has transformed communication into a history of art and of the city, exploring urban customs and lifestyles with a vision of modernity that balances functionality and aesthetic research.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A Collection of Iconographic Testimonies from Our Historical Archive on the Intense Bond between Pirelli and Urban CulturePirelli, the City, a Vision. In this third chapter of our story about the intense relationship between Pirelli and the city, we explore the realm of visual communication. Through photography and advertising campaigns, the company shows itself and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":103535,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,68],"tags":[243,341,249],"class_list":["post-103604","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-stories-from-world-of-pirelli","tag-company-history","tag-company-tales","tag-graphics-art-and-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The City Takes Centre Stage in the  Company\u2019s Communication - 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\/activities\/stories-from-world-of-pirelli\/the-city-takes-centre-stage-in-the-companys-communication\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The City Takes Centre Stage in the  Company\u2019s Communication - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"A Collection of Iconographic Testimonies from Our Historical Archive on the Intense Bond between Pirelli and Urban CulturePirelli, the City, a Vision. In this third chapter of our story about the intense relationship between Pirelli and the city, we explore the realm of visual communication. 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