{"id":52765,"date":"2018-04-19T00:00:00","date_gmt":"2018-04-19T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/lora-lamm-a-swiss-designer-for-pirelli\/"},"modified":"2024-02-06T17:11:28","modified_gmt":"2024-02-06T16:11:28","slug":"lora-lamm-a-swiss-designer-for-pirelli","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/lora-lamm-a-swiss-designer-for-pirelli\/","title":{"rendered":"Lora Lamm: A Swiss Designer for Pirelli"},"content":{"rendered":"<p>The great designers who have worked with the \u201cLong-P\u201d brand include one who is still today a top name in international design: <strong>Lora Lamm<\/strong>. The\u00a0<strong>\u201cPirelli for scooters\u201d<\/strong> display sign created by the Swiss artist in <strong>1959<\/strong> was one of the 180 works on show at\u00a0La Triennale di Milano\u00a0for\u00a0the <strong>eleventh edition of the Triennale Design Museum<\/strong>. The girl in the T-shirt with horizontal stripes and blue slacks glancing round from the pillion of a scooter has always been the most <strong>iconic image for the Pirelli Motor Scooter<\/strong>. This was a tyre the company created just after the war to get the innovative two-wheeled machine racing to the success it achieved in Italy. Yes, indeed, the scooter \u2013 whether a\u00a0<strong>Vespa<\/strong>\u00a0or a\u00a0<strong>Lambretta<\/strong>\u00a0\u2013 was <strong>a tribute to the freedom of modern girls<\/strong>. It is hard not to think of the <strong>1953<\/strong> film\u00a0<strong><em>Roman Holiday<\/em>\u00a0<\/strong>when looking at this \u201c<strong>Audrey Hepburn<\/strong>\u201d revisited by the unrivalled pencil of Lora Lamm, with its light, cheerful touch, part-comic strip, part-naif.<\/p>\n<p>Born in 1928 in the town of Arosa, in the Swiss Grisons,\u00a0Lora Lamm\u00a0moved to Milan in 1953 after graduating from the <strong>Kunstgewerbeschule<\/strong> in Zurich. In the scintillating Milan of the early 1950s, she worked with the great hotshots of design such as\u00a0<strong>Studio Boggeri<\/strong>, where\u00a0<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/search\/result.html?query=Bruno+Munari&amp;oggettoIco=&amp;titoloIco=&amp;autoreAmbitoIco=&amp;descrizioneIco=&amp;startDate=&amp;endDate=&amp;campagnaIco=&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Bruno Munari<\/strong><\/a>\u00a0and\u00a0<strong>Ernesto Carboni<\/strong>\u00a0also worked with Antonio Boggeri. She then moved with <strong>Max Huber<\/strong> to the<strong>\u00a0Rinascente<\/strong>\u00a0advertising office. Lamm arrived at Pirelli in 1958, when\u00a0<a href=\"https:\/\/www.rivistapirelli.org\/en\/selezione_antologica\/arrigo-castellani\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Arrigo Castellani<\/strong><\/a><strong>,<\/strong> then head of the \u201cDirezione Propaganda\u201d, asked her to come and work as a freelancer. Lora Lamm made a very personal mark on the advertising style of the Long P company, <strong>communicating with a quintessentially feminine touch<\/strong>, <strong>with gracefulness, simplicity and modernity<\/strong>. After the girl on the scooter,\u00a0<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/search\/result.html?query=Lora+Lamm&amp;oggettoIco=&amp;titoloIco=&amp;autoreAmbitoIco=&amp;descrizioneIco=&amp;startDate=&amp;endDate=&amp;campagnaIco=&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">the little girl hugging her hot water bottle<\/a>\u00a0in <strong>1960<\/strong> became equally famous.<\/p>\n<p>Lora Lamm\u2019s technique soon opened up to\u00a0<strong>collage<\/strong>\u00a0and\u00a0<strong>photomontage<\/strong>, from Scooter Trasporto tyres, with which one could \u201cgo to market fully laden\u201d, through to mountain soles to go up \u201camong the edelweiss\u201d and authentic graphic challenges to <strong>depict highly technical objects<\/strong> such as the dam expansion joints made by Azienda Articoli Tecnici. It takes just one yellow brushstroke to create a banana, just one line of stars to conjure up a mountain meadow: <strong>drawing becomes a virtual frame for the product<\/strong>. And, of course, her art could not fail to include the <strong>bicycle<\/strong>: also from 1960 is the advertisement with the girl in a blue T-shirt pedalling delicately and happily in the foreground. A bicycle with Pirelli tyres, of course. Simplicity and the joy of life, freedom and colours reign supreme in the wonderful world of Lora Lamm.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The great designers who have worked with the \u201cLong-P\u201d brand include one who is still today a top name in international design: Lora Lamm. The\u00a0\u201cPirelli for scooters\u201d display sign created by the Swiss artist in 1959 was one of the 180 works on show at\u00a0La Triennale di Milano\u00a0for\u00a0the eleventh edition of the Triennale Design Museum. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":74814,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[249,356],"class_list":["post-52765","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>Lora Lamm: A Swiss Designer for Pirelli - Fondazione Pirelli<\/title>\n<meta name=\"description\" content=\"Dive into the world of Lora Lamm, the Swiss designer who brought her creative illustrations to life for Pirelli&#039;s remarkable projects.\" \/>\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\/lora-lamm-a-swiss-designer-for-pirelli\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lora Lamm: A Swiss Designer for Pirelli - 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