{"id":52689,"date":"2018-08-09T00:00:00","date_gmt":"2018-08-09T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/rubber-on-holiday\/"},"modified":"2022-04-21T15:04:34","modified_gmt":"2022-04-21T14:04:34","slug":"rubber-on-holiday","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/rubber-on-holiday\/","title":{"rendered":"Flippers and Dinghies. Rubber Comes on Holiday"},"content":{"rendered":"<p><strong>A photo report by Federico Patellani<\/strong> entitled \u201c<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1950_4.html?q=La%20gomma%20in%20vacanza&amp;start=27&amp;lang=en#page\/26\/mode\/2up\" target=\"_blank\" rel=\"noopener noreferrer\">Rubber on Holiday<\/a>\u201d appeared in <strong><em>Pirelli <\/em>magazine<\/strong> no. 4 in August <strong>1950<\/strong>. \u201cIt could be said that rubber works while we rest\u201d, wrote the photographer. In the years of the economic boom, inflatables began to play a triumphant role in our holidays. <strong>The absolute star of the summer was the rubber dinghy<\/strong>, no longer a rescue vessel for lost soldiers or flooded-out peasants, but now <strong>the aquatic version of mass motorisation<\/strong>. The <em><strong>Nautilus<\/strong><\/em> made by <strong>Pirelli\u2019s Seregno company<\/strong> was unmistakably orange, with blue seats and rowlocks. Its successor, towards the 1970s, was the <strong><em>Laros<\/em><\/strong>, which became an icon of freedom and of respect for the environment, for the discovery of deserted beaches and coves. For those who preferred the peace and quiet of a lake, Pirelli offered a range of <strong>fibreglass boats<\/strong> from its<strong> Monza company<\/strong> \u2013 the <strong><em>Itaca<\/em><\/strong>, <em><strong>Ninfa<\/strong><\/em>, and <em><strong>Levriero<\/strong><\/em>. With oars or engine, they were light and easy to load onto the roof of a Seicento, or to tow on a special trailer.<\/p>\n<p>The <strong>air mattress<\/strong> was a champion of adaptability and transformation: perfect for the beach, or for camping, \u201cletting your thoughts mingle with birdsong and distant calls\u201d, as Patellani philosophised while showing a foot clad in <strong>trekking boots with Pirelli rubber soles<\/strong>. Another icon of rubber for the perfect Italian holiday was the <strong>mask<\/strong>, which with <strong>flippers and spear gun<\/strong> \u2013 all in the Seregno company catalogue \u2013 made up the classic \u201cpinne, fucile ed occhiali\u201d of <strong>Edoardo Vianello<\/strong>\u2019s hit song in 1962. The Pirelli mask for observing marine life found an exceptional endorser in <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1949_3.html?q=pesca%20subacquea&amp;start=38&amp;lang=en#page\/38\/mode\/2up\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Ingrid Bergman<\/strong><\/a>, who was initiated into underwater wonders by <strong>Roberto Rossellini<\/strong> himself in 1949, while <strong>filming Stromboli<\/strong>. And <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1949_5.html?q=Miss%20Svezia&amp;start=16&amp;lang=en#page\/20\/mode\/2up\/search\/Miss+Svezia\" target=\"_blank\" rel=\"noopener noreferrer\">Miss Sweden<\/a> also showed how she appreciated Pirelli flippers. After years and years of seaside success, <strong>bathing caps<\/strong> have rather gone out of use, but way back in the <strong>1920s<\/strong>, they were the subject of <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/search\/result.html?query=cuffie&amp;oggettoIco=&amp;titoloIco=&amp;autoreAmbitoIco=&amp;descrizioneIco=&amp;startDate=&amp;endDate=&amp;campagnaIco=\" target=\"_blank\" rel=\"noopener noreferrer\">advertising sketches<\/a> that were minor masterpieces of Art Deco.<\/p>\n<p><strong>Bathing costumes in Lastex stretch fabric<\/strong> reached the height of popularity in the 1950s. They were produced by <strong>Pirelli\u2019s Revere company<\/strong> and were worn by none other than <strong>Marilyn Monroe<\/strong>, on the beaches of California in <strong>1952<\/strong>. For everyone, Seregno also offered <em><strong>Walrus<\/strong><\/em>, a compressed-air breathing apparatus with 10-litre interchangeable cylinders, as well as <strong>PVC marker buoys<\/strong> complete with line and flag. And while dads dived the deep, mums and kids stayed on shore to play with the highly colourful <strong>Pirelli balls<\/strong>: a real evergreen that never stopped bouncing from holiday to holiday, decade to decade.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A photo report by Federico Patellani entitled \u201cRubber on Holiday\u201d appeared in Pirelli magazine no. 4 in August 1950. \u201cIt could be said that rubber works while we rest\u201d, wrote the photographer. In the years of the economic boom, inflatables began to play a triumphant role in our holidays. The absolute star of the summer [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":55021,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[242],"class_list":["post-52689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stories-from-world-of-pirelli","tag-product-history"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Flippers and Dinghies. 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