{"id":58919,"date":"2015-05-25T00:00:00","date_gmt":"2015-05-24T22:00:00","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/una-musa-tra-le-ruote-pirelli-un-secolo-di-arte-al-servizio-del-prodotto\/"},"modified":"2022-04-21T17:06:55","modified_gmt":"2022-04-21T16:06:55","slug":"the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/","title":{"rendered":"The Muse in the Wheels. Pirelli: a Century of Art at the Service of its Products"},"content":{"rendered":"

\u201c[\u2026] I can say that the archives are packed with ideas left in a germinal state, rough drafts, revisions, errors, because the tastiest fruit is undoubtedly the hardest to reach, thought it is also the one that shows no sign of that effort, apparently a spontaneous result produced by pure grace. I have the trace of these reliefs here before my eyes, and I get lost in them like and archaeologist in front of Mesopotamian seals, or a child starting at the motif of an old carpet, unable to find where it begins or where it ends.\u201d<\/i>\u00a0<\/i>(Leonardo Sinisgalli, in\u00a0<\/i>\u201cBassorilievi sui pneumatici\u201d, Pirelli. Rivista d\u2019informazione e di tecnica,\u00a0no. 4, 1952)<\/i><\/p>\n

This quote can be found in\u00a0The Muse in the Wheels. Pirelli: A Century of Art at the Service of its Products<\/i>, available in bookstores as of this May. Edited by the\u00a0Pirelli Foundation<\/span>\u00a0and by Giovanna Ginex and published by\u00a0Corraini<\/a>, the book recounts the history of marketing and communication at Pirelli, beginning with the promotion of the archive fund for the collection of original sketches and drawings (from 1872 to 1972) that have been restored by the Pirelli Foundation.<\/p>\n

The book presents over\u00a0200 works<\/a><\/span>\u00a0by a variety of artists intended to promote products, to illustrate\u00a0Pirelli<\/i>\u00a0magazine,\u00a0or to celebrate the organisation\u2019s anniversaries, all with the awareness that this archive represents an invaluable cross-section of the history of the figurative arts, of graphic design, and of corporate communication.<\/p>\n

The catalogue of works, which represents the core of the book and is divided into three sections, is preceded by three texts that provide background and historical context. The first section of the catalogue, then, is dedicated to productadvertising sketches<\/span>; the second, to illustrations for\u00a0Pirelli<\/i>; and the third, to works executed for the organisation\u2019s fiftieth and seventy-fifth anniversary celebrations<\/p>\n

A significant section of the appendix has also been dedicated to\u00a0product spec sheets<\/span>, complete with images taken from patents and historical catalogues and which describe the Pirelli products involved in the marketing campaigns, and the book concludes with a selection of biographic profiles of some 60 authors who have helped Pirelli with marketing and communication over the course of the last century.<\/p>\n

Marcello Dudovich<\/span>, Aldo Mazza, Leonetto Cappiello, Bob Noorda, Riccardo Manzi, Alessando Mendini, and\u00a0Armando Testa\u00a0<\/span>are just a few of the artists who have offered their creativity to assist the organisation with ad campaigns in a range of styles, all distinctly \u201cPirelli\u201d and all of which have featured the logo that has represented the company since 1907.<\/p>\n","protected":false},"excerpt":{"rendered":"

Il libro, curato dalla Fondazione Pirelli e Giovanna Ginex ed edito da Corraini, ripercorre la storia della comunicazione Pirelli partendo dalla valorizzazione del fondo archivistico di bozzetti e disegni originali (dal 1872 al 1972) restaurati dalla Fondazione Pirelli.<\/p>\n","protected":false},"author":1,"featured_media":58892,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,73],"tags":[249],"class_list":["post-58919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-publishing-projects","tag-graphics-art-and-design"],"acf":[],"yoast_head":"\nThe Muse in the Wheels. Pirelli: a Century of Art at the Service of its Products - 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\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Muse in the Wheels. Pirelli: a Century of Art at the Service of its Products - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"Il libro, curato dalla Fondazione Pirelli e Giovanna Ginex ed edito da Corraini, ripercorre la storia della comunicazione Pirelli partendo dalla valorizzazione del fondo archivistico di bozzetti e disegni originali (dal 1872 al 1972) restaurati dalla Fondazione Pirelli.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2015-05-24T22:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-21T16:06:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2015\/05\/11095021\/musa.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"394\" \/>\n\t<meta property=\"og:image:height\" content=\"460\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"fondadmin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"fondadmin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/\",\"url\":\"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/\",\"name\":\"The Muse in the Wheels. Pirelli: a Century of Art at the Service of its Products - Fondazione Pirelli\",\"isPartOf\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2015\/05\/11095021\/musa.jpg\",\"datePublished\":\"2015-05-24T22:00:00+00:00\",\"dateModified\":\"2022-04-21T16:06:55+00:00\",\"author\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25\"},\"breadcrumb\":{\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#primaryimage\",\"url\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2015\/05\/11095021\/musa.jpg\",\"contentUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2015\/05\/11095021\/musa.jpg\",\"width\":394,\"height\":460},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.fondazionepirelli.org\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Muse in the Wheels. Pirelli: a Century of Art at the Service of its Products\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#website\",\"url\":\"https:\/\/www.fondazionepirelli.org\/it\/\",\"name\":\"Fondazione Pirelli\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.fondazionepirelli.org\/it\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25\",\"name\":\"fondadmin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g\",\"caption\":\"fondadmin\"},\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/author\/fondadmin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Muse in the Wheels. Pirelli: a Century of Art at the Service of its Products - Fondazione Pirelli","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.fondazionepirelli.org\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/","og_locale":"en_US","og_type":"article","og_title":"The Muse in the Wheels. Pirelli: a Century of Art at the Service of its Products - Fondazione Pirelli","og_description":"Il libro, curato dalla Fondazione Pirelli e Giovanna Ginex ed edito da Corraini, ripercorre la storia della comunicazione Pirelli partendo dalla valorizzazione del fondo archivistico di bozzetti e disegni originali (dal 1872 al 1972) restaurati dalla Fondazione Pirelli.","og_url":"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/","og_site_name":"Fondazione Pirelli","article_published_time":"2015-05-24T22:00:00+00:00","article_modified_time":"2022-04-21T16:06:55+00:00","og_image":[{"width":394,"height":460,"url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2015\/05\/11095021\/musa.jpg","type":"image\/jpeg"}],"author":"fondadmin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"fondadmin","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/","url":"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/","name":"The Muse in the Wheels. Pirelli: a Century of Art at the Service of its Products - Fondazione Pirelli","isPartOf":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#primaryimage"},"image":{"@id":"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#primaryimage"},"thumbnailUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2015\/05\/11095021\/musa.jpg","datePublished":"2015-05-24T22:00:00+00:00","dateModified":"2022-04-21T16:06:55+00:00","author":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25"},"breadcrumb":{"@id":"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#primaryimage","url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2015\/05\/11095021\/musa.jpg","contentUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2015\/05\/11095021\/musa.jpg","width":394,"height":460},{"@type":"BreadcrumbList","@id":"https:\/\/127.0.0.1\/en\/activities\/the-muse-in-the-wheels-pirelli-a-century-of-art-at-the-service-of-its-products\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.fondazionepirelli.org\/en\/"},{"@type":"ListItem","position":2,"name":"The Muse in the Wheels. Pirelli: a Century of Art at the Service of its Products"}]},{"@type":"WebSite","@id":"https:\/\/www.fondazionepirelli.org\/it\/#website","url":"https:\/\/www.fondazionepirelli.org\/it\/","name":"Fondazione Pirelli","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.fondazionepirelli.org\/it\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25","name":"fondadmin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g","caption":"fondadmin"},"url":"https:\/\/www.fondazionepirelli.org\/en\/author\/fondadmin\/"}]}},"_links":{"self":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/58919\/"}],"collection":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/"}],"about":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/types\/post\/"}],"author":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/users\/1\/"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/comments\/?post=58919"}],"version-history":[{"count":6,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/58919\/revisions\/"}],"predecessor-version":[{"id":69359,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/58919\/revisions\/69359\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/58892\/"}],"wp:attachment":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/?parent=58919"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/categories\/?post=58919"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/tags\/?post=58919"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}