{"id":52768,"date":"2018-04-12T00:00:00","date_gmt":"2018-04-12T00:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/fondazione-pirelli\/bruno-munari-for-coria-pirelli-in-milan-vigevano-and-new-york\/"},"modified":"2022-04-21T15:22:45","modified_gmt":"2022-04-21T14:22:45","slug":"bruno-munari-for-coria-pirelli-in-milan-vigevano-and-new-york","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/bruno-munari-for-coria-pirelli-in-milan-vigevano-and-new-york\/","title":{"rendered":"Munari and Coria Pirelli in Milan and New York"},"content":{"rendered":"<p>We can call them <strong>\u201c<\/strong><a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/search\/result.html?collanaName=%22Esposizioni%22&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>designer stands<\/strong><\/a><strong>\u201d.<\/strong> In other words, those exhibitions and trade fairs \u2013 yesterday the\u00a0<strong>Campionaria di Milano<\/strong>, today the <strong>Salone del Mobile<\/strong>, with its <strong>Design Week<\/strong> \u2013 where the hand of the artist intervenes to give a powerful interpretation to the image of the company being showcased. The creator of the installation is often a\u00a0<strong>designer<\/strong>, who on other occasions lends his own distinctive touch to add greater prestige to the products on show.<\/p>\n<p>This is the case of\u00a0<strong>Bruno Munari<\/strong>\u00a0and his \u201c<strong>labyrinth<\/strong>\u201d, an advertising image created in <strong>1954<\/strong> to promote the <strong>Pirelli Coria sole<\/strong>. Soles and heels had appeared way back in\u00a0<strong>1889<\/strong>, in the \u201cCatalogue of shaped rubber objects for which the company has the moulds\u201d, and Pirelli continued making them until 1992. But what was the \u201c<strong>Coria<\/strong>\u201d, invented in <strong>1951<\/strong> by one of the many companies working in the Diversified Products sector of the Pirelli Group? It was neither a rubber nor a leather sole, but rather one that combined the two: light, flexible, adherent, waterproof. And, especially, extremely long-lasting. \u201cI haven\u2019t re-soled the shoe \u2013 I\u2019ve re-shoed the sole\u201d was the brilliant slogan thought up in <strong>1953<\/strong> by\u00a0<strong>Joan Jordan<\/strong>\u00a0for this miracle product.<\/p>\n<p>Also\u00a0<strong>Ezio Bonini<\/strong>\u00a0worked on the Coria, again in 1953: \u201c<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/detail\/IT-PIRELLI-OA0001-0000003407\/bozzetto-pubblicita-suole-pirelli-5.html?jsonVal={%22jsonVal%22:{%22query%22:%22Suole%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20}}&amp;attachmentMisc=undefined&amp;lang=en#n\" target=\"_blank\" rel=\"noopener noreferrer\">withstands the pace of time<\/a>\u201d, says the footprint walking alongside a precious pocket watch, the hands of which move slowly but inexorably towards 12:44. But it was in 1954 that Bruno Munari made his mark when, to sing the praises of the Coria sole at the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000006960\/fiera-campionaria-internazionale-milano-del-1954.html?jsonVal={%22jsonVal%22:{%22query%22:%22Coria%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22archiveName_string%22:%22pirellixDamsPhoto001%22}}&amp;attachmentMisc=undefined\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Fiera Campionaria in Milan<\/strong><\/a> that year, he invented his famous \u201clabyrinth\u201d. This was a graphic itinerary full of traps, but which could easily be overcome by a pair of shoes, naturally protected by Coria soles: waterproof, hygienic, and flexible. And they would last two and a half times as long: it\u2019s like \u201c<strong>walking with progress<\/strong>\u201d. An iconic advertisement, and indeed one that entered the collection of\u00a0<a href=\"https:\/\/www.moma.org\/collection\/works\/7406?artist_id=4163&amp;locale=en&amp;page=1&amp;sov_referrer=artist\"><strong>MoMA in New York<\/strong><\/a><strong>.<\/strong> The collaboration between the designer and Pirelli also included the concept for an <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/detail\/IT-PIRELLI-OA0001-0000003412\/bozzetto-pubblicita-degli-impermeabili-pirelli-6.html?jsonVal={%22jsonVal%22:{%22query%22:%22Bruno%20Munari%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\">advertisement for raincoats<\/a>, a number of articles for\u00a0<a href=\"https:\/\/www.rivistapirelli.org\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong><em>Pirelli<\/em><\/strong>\u00a0<strong>magazine<\/strong><\/a>\u00a0and it ultimately led to <strong>Ziz\u00ec the monkey<\/strong> winning the first edition of the\u00a0<strong>Compasso d\u2019Oro<\/strong>. This reinforced foam rubber toy for children was designed by Munari for\u00a0<strong>Pigomma<\/strong>\u00a0Srl.<\/p>\n<p>So it was in Milan, for the fair that took over the whole city, that\u00a0<strong>the Coria labyrinth<\/strong>\u00a0was born. Very soon, however, it moved to nearby\u00a0<strong>Vigevano<\/strong>, the absolute capital of shoes, where for many years Pirelli had a stand of its own at the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/search\/result.html?query=Calzature+&amp;titoloFoto=&amp;luogoRipresa=Vigevano&amp;autoreFoto=&amp;descrSogg=&amp;descrittori=&amp;startDate=&amp;endDate=&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>International Footwear Trade Show<\/strong><\/a>. The Coria had already made its debut in Vigevano in 1951, beginning to convince customers and trade professionals of its ability to \u201clast longer than a shoe\u201d. In <strong>1955<\/strong>, however, the Pirelli stand in Vigevano reformulated Munari\u2019s original graphic idea and it was a huge sole that dominated the stand at the trade show in 1955, and lots of little soles chasing each other beneath the words \u201c<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fotografie\/detail\/IT-PIRELLI-FT0001-0000006597\/mostra-mercato-internazionale-calzature-vigevano-del-1956.html?jsonVal={%22jsonVal%22:{%22query%22:%22Calzature%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22luogoRipresa%22:%22Vigevano%22}}&amp;attachmentMisc=undefined&amp;lang=en#n\" target=\"_blank\" rel=\"noopener noreferrer\">health has dry feet<\/a>\u201d in the 1956 edition. The age of \u201calternative\u201d materials, coupled with <strong>Salpa leather<\/strong> \u2013 neither leather nor rubber \u2013 came to Vigevano in 1957. By now, Munari\u2019s labyrinth had become almost a trademark. The\u00a0<strong>1958 Salone<\/strong>\u00a0was emblematic: Coria had become an authentic \u201c<strong>philosophy of walking<\/strong>\u201d, which produced slogans like \u201cchit-chat does not stop progress: progress walks on Pirelli Coria soles\u201d. At the back of the stand, there was always the <strong>sign<\/strong> designed years earlier by Munari. That poster is still in our Historical Archive today.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We can call them \u201cdesigner stands\u201d. In other words, those exhibitions and trade fairs \u2013 yesterday the\u00a0Campionaria di Milano, today the Salone del Mobile, with its Design Week \u2013 where the hand of the artist intervenes to give a powerful interpretation to the image of the company being showcased. The creator of the installation is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":61574,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[249,356],"class_list":["post-52768","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>Munari and Coria Pirelli in Milan and New York - 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\/stories-from-world-of-pirelli\/bruno-munari-for-coria-pirelli-in-milan-vigevano-and-new-york\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Munari and Coria Pirelli in Milan and New York - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"We can call them \u201cdesigner stands\u201d. In other words, those exhibitions and trade fairs \u2013 yesterday the\u00a0Campionaria di Milano, today the Salone del Mobile, with its Design Week \u2013 where the hand of the artist intervenes to give a powerful interpretation to the image of the company being showcased. 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