{"id":103722,"date":"2025-04-09T10:02:06","date_gmt":"2025-04-09T09:02:06","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=103722"},"modified":"2025-04-09T10:06:03","modified_gmt":"2025-04-09T09:06:03","slug":"work-products-and-communication-in-the-photographic-archives-the-pirelli-foundation-at-una-rete-in-viaggio-2025","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/partnerships\/work-products-and-communication-in-the-photographic-archives-the-pirelli-foundation-at-una-rete-in-viaggio-2025\/","title":{"rendered":"Work, Products, and Communication in the Photographic Archives: The Pirelli Foundation at \u201cUna Rete in Viaggio\u201d 2025"},"content":{"rendered":"

On Tuesday, 8 April 2025<\/strong>, the Pirelli Foundation hosted the second event <\/strong>of Una Rete in Viaggio. Storie, idee, progetti<\/em><\/strong>, a programme of meetings curated by Rete Fotografia\u00a0<\/strong><\/a>, which fosters dialogue between members and institutions in the search for new points of connection.<\/p>\n

Centred on the theme of \u201cProducts and Communication\u201d<\/strong>, the discussion featured contributions from the Pirelli Foundation, Fondazione Fiera Milano, and Fondazione 3M. The event began at 5:30 pm with a tour of the Pirelli Foundation and of the exhibition The Sports Workshop<\/em>.<\/p>\n

The evolution of photographic advertising <\/strong>in Pirelli\u2019s history has witnessed the gradual creation of a distinct style <\/strong>that can be seen in all aspects of its corporate communication. The Foundation\u2019s presentation, entitled \u201cProducts in Photographs Now in the Pirelli Archive, from Neorealist Communication to the Advertising Industry<\/strong>\u201d<\/a> traced the evolution of this journey from the 1940s to the 1970s. It explored the gradual consolidation of an approach that increasingly reaffirmed advertising\u2019s role as a form of artistic expression. It ranged from Federico Patellani\u2019s neorealist photographic advertising\u2014with illustrated articles and behind-the-scenes sports imagery\u2014to the metacommunicative approach of photographs on road-side hoardings, through to Aldo Ballo\u2019s and Ugo Mulas\u2019s still lifes and artistic reportages, as well as the imagery of trade fairs with their interactive and design-led stands. It looked at the creation of Agenzia Centro, which shifted advertising\u2019s focus towards the consumer. A highlight was the \u201cLong P\u201d campaign, photographed by Adrian Hamilton, an iconic example of transmedia communication.<\/p>\n

In other words, it adopted a behind-the-scenes perspective, like the one we have tried to give in this meeting on the product photographs in our Historical Archive and on the \u201cPirelli style\u201d in communication. It showed how the collaboration between photographers and the business world<\/strong> led to a convergence of visions <\/strong>that was essential not only for showcasing a product\u2019s features, functions, and applications but also for communicating the company\u2019s history and values to the wider public.<\/p>\n","protected":false},"excerpt":{"rendered":"

On Tuesday, 8 April 2025, the Pirelli Foundation hosted the second event of Una Rete in Viaggio. Storie, idee, progetti, a programme of meetings curated by Rete Fotografia\u00a0, which fosters dialogue between members and institutions in the search for new points of connection. Centred on the theme of \u201cProducts and Communication\u201d, the discussion featured contributions […]<\/p>\n","protected":false},"author":1,"featured_media":107336,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,81],"tags":[249],"class_list":["post-103722","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-partnerships","tag-graphics-art-and-design"],"acf":[],"yoast_head":"\nWork, Products, and Communication in the Photographic Archives: The Pirelli Foundation at \u201cUna Rete in Viaggio\u201d 2025 - 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\/partnerships\/work-products-and-communication-in-the-photographic-archives-the-pirelli-foundation-at-una-rete-in-viaggio-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Work, Products, and Communication in the Photographic Archives: The Pirelli Foundation at \u201cUna Rete in Viaggio\u201d 2025 - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"On Tuesday, 8 April 2025, the Pirelli Foundation hosted the second event of Una Rete in Viaggio. 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