{"id":52631,"date":"2018-11-30T00:00:00","date_gmt":"2018-11-30T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/discovering-internationalism-in-the-archive\/"},"modified":"2020-02-06T10:14:55","modified_gmt":"2020-02-06T09:14:55","slug":"discovering-internationalism-in-the-archive","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/education-en\/discovering-internationalism-in-the-archive\/","title":{"rendered":"Discovering Internationalism in the Pirelli Historical Archive"},"content":{"rendered":"<p>It was the urge to discover the <strong>innovative ideas<\/strong> of companies beyond Italy\u2019s borders that led <strong>Giovanni Battista Pirelli<\/strong> to embark on the study tour that ultimately led to the creation of Italy\u2019s first rubber industry. This was back in <strong>1870<\/strong>, when the young student from the Politecnico University of Milan <strong>started exploring industrial Europe<\/strong>. He was actually still abroad when he decided to devote himself to this undertaking, and he went on a sort of \u201cGrand Tour\u201d of the most advanced factories and research laboratories in France, Switzerland, and Germany. Just thirty years after the <strong>opening of its first factory in Milan, in 1872<\/strong>, the Pirelli company became one of Italy\u2019s first multinational concerns, when in 1902 it opened a factory in Villanueva y Geltr\u00f9 in Spain. This was a decisive year, marking the beginning of Pirelli\u2019s dealings with foreign countries. In 1913, the company opened in Southampton, England, in 1917 in Argentina, and in 1929 in Brazil. The journey that began over 100 years ago led to Pirelli being one of the world\u2019s leading tyre manufacturers, <strong>operating in 12 different countries, with 18 factories<\/strong>.<\/p>\n<p>The company\u2019s successes were already being celebrated in <strong>1922<\/strong>, when a series of illustrations went on show at the <strong>Museo Storico delle Industrie Pirelli<\/strong> to celebrate the <strong>company\u2019s 50th anniversary<\/strong>. The various posters include the <strong><a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/detail\/IT-PIRELLI-OA0001-0000003448\/cartello-l-allestimento-del-museo-storico-industrie-pirelli.html?jsonVal={%22jsonVal%22:{%22query%22:%22Cartello%20delle%20Organizzazioni%20Pirelli%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Pirelli Organisation Chart<\/em><\/a><\/strong> showing the numerous sales offices abroad and the company\u2019s rubber plantations dotted around the world. It is indeed this celebratory drawing of a tree, which constitutes a snapshot of Pirelli\u2019s expansion in the first half of the twentieth century, that introduces the educational programme entitled &#8220;<strong>Studying Internationalism in the Archive&#8221;<\/strong>\u00a0for lower and upper secondary schools. The course introduces students to the <strong>history and present-day world of the company<\/strong>, helping them acquire an open approach towards other cultures. The students will be able to make use of archive documents to become \u201cresearchers for a day\u201d, finding out about different types of materials, from documents that record how <strong>Pirelli became the first Italian company to be floated on the New York Stock Exchange, in 1922<\/strong>, to photographs of the most recent factories in Indonesia, Mexico, and China. And there are also the house organs published in various countries around the world, and <strong>global advertising campaigns<\/strong>, showing how Pirelli has worked for almost 150 years to become the<strong> international brand<\/strong> it is today. Advertising can speak all the languages \u200b\u200bof the world, and the universal word<a href=\"https:\/\/www.fondazionepirelli.org\/en\/lo-straordinario-cinturato\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong> <em>Cinturato<\/em><\/strong><\/a>, Pirelli\u2019s flagship product right from the 1950s, speaks even louder, as we see, for example, in the campaigns created by <strong>Pino Tovaglia<\/strong> in 1968. Or in the \u201cInternational travellers travel Cinturato\u201d advertisement of 1971, in which the design of the Cinturato is accompanied by the car plates of Europe on an imaginary journey from Holland to Greece, and from Austria to Spain.<\/p>\n<p>During the course, the students will visit the exhibition <a href=\"https:\/\/www.fondazionepirelli.org\/en\/exhibition\/advertising-with-a-capital-p\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong><em>Pirelli: Advertising with a Capital P<\/em><\/strong><\/a> at the Pirelli Foundation, which will introduce them to the international <strong>visual and graphic communication<\/strong> of forty decades, <strong>from the 1960s to the 1990s<\/strong>, which were characterised by an increasingly global outlook. In the advertisements created by the <strong>Agenzia Centro<\/strong>, showing Pirelli as a \u201cworld industry\u201d, the <strong>Pirelli logo<\/strong> is multiplied countless times to create a sphere that recalls our planet, clearly conveying the international nature of the company. In the 1990s, with the agency <strong>Young &amp; Rubicam<\/strong>, Pirelli\u2019s <strong>endorsers<\/strong> were world-famous stars such as <strong><a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000024\/power-is-nothing-without-control.html?jsonVal={%22jsonVal%22:{%22query%22:%22Carl%20Lewis%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Carl Lewis<\/a><\/strong>, <strong><a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000023\/if-you-re-going-to-drive-drive.html?jsonVal={%22jsonVal%22:{%22query%22:%22Sharon%20Stone%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Sharon Stone<\/a><\/strong> and the footballer <strong><a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000027\/ronaldo-redeemer.html?jsonVal={%22jsonVal%22:{%22query%22:%22Ronaldo%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Ronaldo<\/a><\/strong>. Advertising can also be seen as a means for understanding the great social, economic and technological changes that have swept through our world and our lifestyles. Showing young people this <strong>original view of an ever-changing world<\/strong> is a way of giving them new instruments to interpret the reality that is all around them.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It was the urge to discover the innovative ideas of companies beyond Italy\u2019s borders that led Giovanni Battista Pirelli to embark on the study tour that ultimately led to the creation of Italy\u2019s first rubber industry. This was back in 1870, when the young student from the Politecnico University of Milan started exploring industrial Europe. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":59378,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[70,122],"tags":[],"class_list":["post-52631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education-en","category-pirelli-foundation-educational"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Discovering Internationalism in the Pirelli Historical Archive - 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\/education-en\/discovering-internationalism-in-the-archive\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Discovering Internationalism in the Pirelli Historical Archive - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"It was the urge to discover the innovative ideas of companies beyond Italy\u2019s borders that led Giovanni Battista Pirelli to embark on the study tour that ultimately led to the creation of Italy\u2019s first rubber industry. This was back in 1870, when the young student from the Politecnico University of Milan started exploring industrial Europe. 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