{"id":64314,"date":"2019-07-19T00:00:12","date_gmt":"2019-07-19T00:00:12","guid":{"rendered":"http:\/\/www.fondazionepirelli.org\/uncategorized\/la-luna-vista-dal-grattacielo\/"},"modified":"2022-04-21T14:41:27","modified_gmt":"2022-04-21T13:41:27","slug":"the-moon-viewed-from-the-tower","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/","title":{"rendered":"The Moon Viewed from the Tower"},"content":{"rendered":"<p>\u201cOkay, it won\u2019t take you to the moon!\u201d were the words that launched the <strong>advertisement for the Pirelli Cinturato<\/strong>, created in the summer of <strong>1969<\/strong> by Centro, the Group\u2019s in-house communication agency, which had its office on the 25th floor of the <strong>Pirelli Tower<\/strong>. \u201cBut here on Earth, the Cinturato will take you wherever you want, on any road, in any weather\u2026\u201d Next to the advertisement was the outline of the Moon that, in July fifty years ago, burst into the popular imagination, with <strong>Neil Armstrong\u2019s small step<\/strong> and our great leap, to the exclamation \u201cHe\u2019s touched it!\u201d from the commentator <strong>Tito Stagno <\/strong>live on RAI television.<\/p>\n<p>The Pirelli house organ\u00a0<em><a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/fattienotiziepirellibookreader\/pubblicazioni-e-riviste\/FattieNotiziePirelli\/1969_07_FATTI_E_NOTIZIE.html?lang=en#page\/1\/mode\/2up\" target=\"_blank\" rel=\"noopener noreferrer\">Fatti e Notizie<\/a><\/em> devoted the cover of its July-August issue to the <strong>Apollo 11 landing<\/strong>, celebrating \u201ca human endeavour that opens up for all mankind a new hope for peace and brotherhood\u201d. In this issue, it explains how some components of the <strong>highly sophisticated count-down system were supplied by Solari<\/strong>, a Pirelli subsidiary based in Udine. Throughout the first half of 1969, a series of commercials called\u00a0\u201c<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/search\/result.html?query=Le+avventure+dell%27uomo&amp;titoloAV=&amp;creditsAV=&amp;startDate=&amp;endDate=&amp;genereAV=&amp;abstractAV=&amp;topicAV=\" target=\"_blank\" rel=\"noopener noreferrer\">The Adventures of Man<\/a>\u201d was aired in the <strong>Carosello advertising break<\/strong> broadcast by RAI in the early evening slot. Made by Gamma Film and directed by <strong>Roberto Gavioli<\/strong>, the commercials, which started with the <strong>Pirelli Cinturato<\/strong>, reminded the Italians of the great steps achieved in the space race, from the <strong>Sputnik satellite<\/strong> in 1957 to the first cosmonaut <strong>Yuri Gagarin<\/strong> in 1961, and the <strong>Gemini 6 mission<\/strong> in 1965. And in December 1968, the <strong>Apollo 8<\/strong> mission blasted off: the Moon was getting closer. The race to the Moon had a huge impact on public opinion: <em>Pirelli<\/em> magazine could hardly fail to convey this climate of immense enthusiasm but also of ethical doubts. The magazine had already begun to deal with outer space back in 1956, when <strong>Sir George Thompson, Nobel Laureate in Physics<\/strong> in 1937, had his say on\u00a0\u201c<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1956_2.html?q=Ci%C3%B2%20che%20penso%20dei%20viaggi%20interplanetari&amp;start=16&amp;lang=en#page\/16\/mode\/2up\" target=\"_blank\" rel=\"noopener noreferrer\">What I think of interplanetary travel<\/a>\u201d: a first assurance that the conquest of space would be a far remove from comic-book science fiction. In 1965 <strong>Ugo Maraldi<\/strong> wrote \u201c<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1965_4.html?q=Ugo%20Maraldi&amp;start=42&amp;lang=en#page\/42\/mode\/2up\/search\/Ugo+Maraldi\" target=\"_blank\" rel=\"noopener noreferrer\">A spaceship to the Moon<\/a>\u201d, a report on the mission by the American astronauts <strong>LeRoy Gordon Cooper and Charles Pete Conrad<\/strong>: eight days in orbit and 120 times around the Earth, covering five and a half million kilometres.<\/p>\n<p>By now the Moon was really close: also in 1965, <strong>Riccardo Musatti<\/strong> published an article entitled \u201c<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1965_2.html?q=Design%20per%20la%20Luna&amp;start=102&amp;lang=en#page\/102\/mode\/2up\" target=\"_blank\" rel=\"noopener noreferrer\">Design for the Moon<\/a>\u201d, \u201d, which started from the design of the astronauts\u2019 space helmet to introduce \u201cthe work of hundreds of American designers involved in the Apollo space project\u201d. In March 1969 came\u00a0\u201c<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1969_1.html?q=il%20cervello%20di%20Houston&amp;start=84&amp;lang=en#page\/84\/mode\/2up\" target=\"_blank\" rel=\"noopener noreferrer\">The Brain of Houston<\/a>\u201d,\u00a0an article by <strong>Antonio De Falco<\/strong>, which explained how \u201cThree men have been around the Moon, and another three are preparing to set foot on the lunar surface\u201d: the race was on. <strong>Apollo 9<\/strong> had just embarked on the penultimate stage of approaching the lunar orbit: soon <strong>Apollo 10<\/strong> would be on its way, and the Moon would be within reach. The departure of Apollo 11, scheduled for 20 July that year, reminded us that \u201cthe world trembled, thrilled and inspired, day after day, hour after hour\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cOkay, it won\u2019t take you to the moon!\u201d were the words that launched the advertisement for the Pirelli Cinturato, created in the summer of 1969 by Centro, the Group\u2019s in-house communication agency, which had its office on the 25th floor of the Pirelli Tower. \u201cBut here on Earth, the Cinturato will take you wherever you [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":72490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[372],"class_list":["post-64314","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stories-from-world-of-pirelli","tag-science-and-technology"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Moon Viewed from the Tower - 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\/the-moon-viewed-from-the-tower\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Moon Viewed from the Tower - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"\u201cOkay, it won\u2019t take you to the moon!\u201d were the words that launched the advertisement for the Pirelli Cinturato, created in the summer of 1969 by Centro, the Group\u2019s in-house communication agency, which had its office on the 25th floor of the Pirelli Tower. \u201cBut here on Earth, the Cinturato will take you wherever you [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-19T00:00:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-21T13:41:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2019\/07\/02184826\/Capture-moon.jpg.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"474\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/\",\"name\":\"The Moon Viewed from the Tower - Fondazione Pirelli\",\"isPartOf\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2019\/07\/02184826\/Capture-moon.jpg.jpg\",\"datePublished\":\"2019-07-19T00:00:12+00:00\",\"dateModified\":\"2022-04-21T13:41:27+00:00\",\"author\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#primaryimage\",\"url\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2019\/07\/02184826\/Capture-moon.jpg.jpg\",\"contentUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2019\/07\/02184826\/Capture-moon.jpg.jpg\",\"width\":600,\"height\":474},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.fondazionepirelli.org\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Moon Viewed from the Tower\"}]},{\"@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 Moon Viewed from the Tower - 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\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/","og_locale":"en_US","og_type":"article","og_title":"The Moon Viewed from the Tower - Fondazione Pirelli","og_description":"\u201cOkay, it won\u2019t take you to the moon!\u201d were the words that launched the advertisement for the Pirelli Cinturato, created in the summer of 1969 by Centro, the Group\u2019s in-house communication agency, which had its office on the 25th floor of the Pirelli Tower. \u201cBut here on Earth, the Cinturato will take you wherever you [&hellip;]","og_url":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/","og_site_name":"Fondazione Pirelli","article_published_time":"2019-07-19T00:00:12+00:00","article_modified_time":"2022-04-21T13:41:27+00:00","og_image":[{"width":600,"height":474,"url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2019\/07\/02184826\/Capture-moon.jpg.jpg","type":"image\/jpeg"}],"author":"fondadmin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"fondadmin","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/","url":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/","name":"The Moon Viewed from the Tower - Fondazione Pirelli","isPartOf":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#primaryimage"},"image":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#primaryimage"},"thumbnailUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2019\/07\/02184826\/Capture-moon.jpg.jpg","datePublished":"2019-07-19T00:00:12+00:00","dateModified":"2022-04-21T13:41:27+00:00","author":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25"},"breadcrumb":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#primaryimage","url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2019\/07\/02184826\/Capture-moon.jpg.jpg","contentUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2019\/07\/02184826\/Capture-moon.jpg.jpg","width":600,"height":474},{"@type":"BreadcrumbList","@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/the-moon-viewed-from-the-tower\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.fondazionepirelli.org\/en\/"},{"@type":"ListItem","position":2,"name":"The Moon Viewed from the Tower"}]},{"@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\/64314\/"}],"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=64314"}],"version-history":[{"count":8,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/64314\/revisions\/"}],"predecessor-version":[{"id":72632,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/64314\/revisions\/72632\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/72490\/"}],"wp:attachment":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/?parent=64314"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/categories\/?post=64314"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/tags\/?post=64314"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}