{"id":52761,"date":"2018-04-26T00:00:00","date_gmt":"2018-04-26T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/big-name-trade-fairs-pirelli-stands-created-by-top-designers\/"},"modified":"2022-04-21T15:22:02","modified_gmt":"2022-04-21T14:22:02","slug":"big-name-trade-fairs-pirelli-stands-created-by-top-designers","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/big-name-trade-fairs-pirelli-stands-created-by-top-designers\/","title":{"rendered":"Big-name Trade Fairs: Top Designers for Pirelli Stands"},"content":{"rendered":"<p>The stories from the world of Pirelli in April 2018 \u2013 the month of the <strong>Salone del Mobile and Milan Design Week<\/strong> \u2013 just had to take a look at those <strong>great designers<\/strong> who, in the second half of the twentieth century, helped shape the image of Pirelli by creating the display <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/search\/result.html?collanaName=%22Esposizioni%22&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>installations for trade fairs and exhibitions<\/strong><\/a>.<\/p>\n<p>We have already seen how, with his <a href=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/bruno-munari-for-coria-pirelli-in-milan-vigevano-and-new-york\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>\u201clabyrinth\u201d for the<\/strong> <strong>Pirelli Coria sole<\/strong><\/a>,<strong> Bruno Munari<\/strong> made his mark on many of the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/search\/result.html?query=&amp;jsonVal=%7B%22jsonVal%22%3A%7B%22query%22%3A%22Vigevano%22%2C%22startDate%22%3A%22%22%2C%22endDate%22%3A%22%22%2C%22fieldDate%22%3A%22dataNormal%22%2C%22_perPage%22%3A20%2C%22collanaName%22%3A%22%5C%22Exhibitions%5C%22%22%7D%7D&amp;luogoRipresa=%22Vigevano%22\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>footwear trade fairs in Vigevano<\/strong><\/a>. It was actually one of these, in 1958, that saw the intervention of another of the greatest names of international design: that of <strong>Bob Noorda<\/strong>. The army of little stylised figures marching beneath the words \u201c<strong>Walk Pirelli<\/strong>\u201d immediately became the symbol of rubber soles: \u201chealth has dry feet\u201d. We again find the Dutch artist, who was famous for his graphic precision, at the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/search\/result.html?query=&amp;jsonVal=%7B%22jsonVal%22%3A%7B%22query%22%3A%5B%22Bob+Noorda%22%2C1960%5D%2C%22startDate%22%3A%22%22%2C%22endDate%22%3A%22%22%2C%22fieldDate%22%3A%22dataNormal%22%2C%22_perPage%22%3A20%2C%22collanaName%22%3A%22%5C%22Esposizioni%5C%22%22%7D%7D&amp;luogoRipresa=%22Parigi%2FFrancia%22&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Paris show in 1960<\/strong><\/a>, where he designed the stand for the<strong> Pirelli BS3 tyre<\/strong>. And then again at the<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/search\/result.html?query=1960&amp;jsonVal=%7B%22jsonVal%22%3A%7B%22query%22%3A%22Bob+Noorda%22%2C%22startDate%22%3A%22%22%2C%22endDate%22%3A%22%22%2C%22fieldDate%22%3A%22dataNormal%22%2C%22_perPage%22%3A20%2C%22collanaName%22%3A%22%5C%22Esposizioni%5C%22%22%2C%22luogoRipresa%22%3A%22%5C%22Torino%5C%22%22%7D%7D&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong> Turin Car Show<\/strong><\/a> that same year, in collaboration with <strong>Franco Albini<\/strong>, where he came up with a \u201cstory of Pirelli tyres\u201d in the form of a row of circular portholes that formed a timeline of products.<\/p>\n<p>Another name that often crops up in the design of <strong>Pirelli stands in the 1950s and 1960s<\/strong> is that of <strong>Roberto Menghi<\/strong>, an authentic genius of industrial design. In 1956, together with the great <strong>Albe Steiner<\/strong>, Menghi put his name to the pavilion that <strong>Sapsa<\/strong> \u2013 a Pirelli Group company \u2013 devoted to <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000006588\/fiera-campionaria-internazionale-milano-del-1956.html?jsonVal={%22jsonVal%22:{%22query%22:[%22Menghi%22,1956],%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22collanaName%22:%22\\%22Esposizioni\\%22%22,%22themes_ft_fc%22:[%22\\%22Sapsa\\%22%22,%22\\%22gommapiuma\\%22%22]}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>foam rubber<\/strong> <\/a>at the Milan trade fair. Here, geometrical precision and clean lines were the hallmark of the two Milanese masters of design. An artistic duo, <strong>Ilio Negri<\/strong> and <strong>Giulio Confalonieri<\/strong>, were coming to the fore at almost the same time in the world of display installations for the Pirelli Group: it was they who created the ingenious display for the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000006659\/salone-del-bambino-del-1959.html?jsonVal={%22jsonVal%22:{%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22collanaName%22:%22\\%22Esposizioni\\%22%22,%22luogoRipresa%22:%22\\%22Milano\\%22%22}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Salone del Bambino<\/strong><\/a>, the children\u2019s fair at the Teatro dell\u2019Arte di Milano (1959), in the form of toys arranged on an amusing series of dice and domino tiles. The triangular interaction between Menghi, Negri and Confalonieri was to become extremely lively over the years: from the planet-like \u201cconstellation\u201d of BS3 tyres at the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000006649\/salone-automobile-torino-del-1959.html?jsonVal={%22jsonVal%22:{%22query%22:1959,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22collanaName%22:%22\\%22Esposizioni\\%22%22,%22luogoRipresa%22:%22\\%22Torino\\%22%22}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Turin Show in 1959<\/strong><\/a> to the almost sci-fi parade of plastic containers designed by Menghi and shown in 1961 in the Pirelli-Azienda Monza pavilion at the first <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000006712\/mostra-internazionale-imballaggio-e-del-confezionamento-ipack-del-1961.html?jsonVal={%22jsonVal%22:{%22query%22:%22Menghi%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22collanaName%22:%22\\%22Esposizioni\\%22%22}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>IPACK packaging fair<\/strong><\/a> in Milan. Together, they also created the tread patterns arranged like sailors in an aquarium at the <strong>Frankfurt Show in 1961<\/strong>, and the Cinturato girls photographed by Ugo Mulas for the <strong>Paris Show in 1962<\/strong>.<\/p>\n<p>Other names include those of <strong>Massimo Vignell<\/strong>i and<strong> Ernesto Carboni<\/strong>. It was Vignelli, a Milanese master of design, who created the Pirelli stand at the <strong>1963<\/strong> Salone del Ciclo e Motociclo (the <strong>Milan Motorcycle Show<\/strong>), with the darkness lit up by bright flashes, period photos, and absolute geometric discipline. Tyre treads like trees and lianas in a forest at the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000006610\/salone-automobile-torino-del-1957.html?jsonVal={%22jsonVal%22:{%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22collanaName%22:%22\\%22Esposizioni\\%22%22,%22luogoRipresa%22:%22\\%22Torino\\%22%22}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Turin Car Show in 1957<\/strong><\/a> were the creation of the eclectic advertising designer Ernesto Carboni from Emilia.<\/p>\n<p>This roundup of great names behind the design of stands devoted to Long P products ends with the brilliant <strong>Pino Tovaglia<\/strong>, who worked with the then director of the \u201cPirelli Propaganda\u201d department, <strong>Arrigo Castellani<\/strong>, and designed and created some authentic masterpieces. From the 1956 and 1959 <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000006646\/esposizione-internazionale-del-ciclo-e-motociclo-del-1959.html?jsonVal={%22jsonVal%22:{%22query%22:%22Salone%20del%20Ciclo%20e%20del%20Motociclo%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22luogoRipresa%22:%22Milano%22}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Ciclo e Motociclo events in Milan<\/strong><\/a> to the supremely elegant <strong>Geneva Car Show<\/strong> in 1962, through to the 1966 Turin Car Show, with the black-and-white geometries of his plates for the \u201c<a href=\"https:\/\/www.rivistapirelli.org\/en\/selezione_antologica\/un-viaggio-ma\/\" target=\"_blank\" rel=\"noopener noreferrer\">A journey but\u2026<\/a>\u201d campaign, which he himself created for the <strong>Cinturato tyre<\/strong>. It was around this advertising campaign that the Pirelli Foundation based one of its first exhibitions, in 2008, in the spaces of <strong>La Triennale<\/strong> <strong>di Milano<\/strong>.<\/p>\n<p>Then, at the <strong>Paris Car Show in 1967<\/strong>, came a stand that, on its own, sums up a whole artistic period \u2013 a whole epoch in the history of advertising: a succession of black and white lines, cut by a red line in the form of a chair. At the centre, just a telephone, black on white. A triumph of <strong>Pop Art<\/strong>, and a tribute to the Pirelli Cinturato.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The stories from the world of Pirelli in April 2018 \u2013 the month of the Salone del Mobile and Milan Design Week \u2013 just had to take a look at those great designers who, in the second half of the twentieth century, helped shape the image of Pirelli by creating the display installations for trade [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54596,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[249,356],"class_list":["post-52761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stories-from-world-of-pirelli","tag-graphics-art-and-design","tag-rubrica-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Big-name Trade Fairs: Top Designers for Pirelli Stands - 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