{"id":68976,"date":"2016-12-19T00:00:00","date_gmt":"2016-12-19T00:00:00","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/uncategorized\/pirelli-e-linverno-tra-documenti-pubblicita-storiche-e-la-rivista-pirelli\/"},"modified":"2022-04-21T16:41:26","modified_gmt":"2022-04-21T15:41:26","slug":"pirelli-e-linverno-tra-documenti-pubblicita-storiche-e-la-rivista-pirelli","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/pirelli-e-linverno-tra-documenti-pubblicita-storiche-e-la-rivista-pirelli\/","title":{"rendered":"Winter and Pirelli. Documents, historic advertising campaigns and the \u2018Pirelli\u2019 magazine"},"content":{"rendered":"

The coldest season of the year as seen by Pirelli documents and promotional materials conserved in the Historical Archive of the Pirelli Foundation<\/strong>.<\/p>\n

Even at the end of the 1930s the first Pirelli winter tyre, Artiglio<\/strong>, was at the centre of product communication<\/strong>. Later, in the 1960s and 1970s photos and advertisements told many other stories: the new BS<\/strong> (Battistrada Separato, Separated Tread) tyre\u00a0 tests in a Scopinich<\/strong> photoshoot in Cortina d\u2019Ampezzo; the celebrity satire of Riccardo Manzi<\/strong><\/a> and Alessandro Mendini<\/strong> and the abstractions of Ilio Negri<\/strong>, Giulio Confalonieri<\/strong> and Bob Noorda<\/strong><\/a> in the adverts for winter tyres.<\/p>\n

Pirelli also made a range of products for<\/strong> winter<\/strong>; from the 1940s to the 1960s, a series of items made from rubber<\/strong> were produced to \u201cHelp the hard life of skiers: jackets, boots with rubber soles, grips and baskets for ski poles, straps for attachments and Superga G3 boots<\/strong>.\u201dAnd the skiers themselves were the stars of advertising campaigns like that of Ezio Bonini<\/strong><\/a> in the 1950s and\u00a0Zeno Col\u00f2<\/a><\/strong>\u00a0for Inverno tyres in 1954.<\/p>\n

Among the various documents and materials of our Historical Archive which focused on winter, there is also the \u2018Pirelli\u2019 magazine<\/strong>, where the magic of Christmas is told through great names of the era in literature and design: from the toys of Bruno Munari<\/strong>, used to create an ingenious Christmas machine which\u00a0made snow fall down<\/a>\u00a0on the Christmas tree, to the production process of\u00a0Pigomma games\u00a0illustrated by Fulvio Bianconi<\/strong><\/a>,<\/strong> and from a journey through the Christmas\u00a0window displays<\/a>\u00a0of luxury New York and Paris stores in an article by Albe Steiner<\/strong> on the new Christmas trends in 1955 to the textual illustrations of Andr\u00e8 Fran\u00e7ois<\/strong><\/a>. And then? Christmas according to Umberto Eco<\/strong>: from a\u00a0letter to his son<\/a>\u00a0to a\u00a0satirical tale\u00a0<\/a>on \u2018Christmas Consumption\u2019. And that\u2019s not all. In the pages of \u2018Pirelli\u2019 magazine you will also find stories of the world of skiing<\/strong>: from racing champions and new lifts to advice on how to become a great skier and avoiding damaging falls.<\/p>\n

The relationship between Pirelli and winter sports continues today with the sponsorship of the 2017, 2019 and 2021 Skiing World Championship<\/strong> and the 2017 World Ice Hockey Championships.<\/p>\n","protected":false},"excerpt":{"rendered":"

The coldest season of the year as seen by Pirelli documents and promotional materials conserved in the Historical Archive of the Pirelli Foundation. Even at the end of the 1930s the first Pirelli winter tyre, Artiglio, was at the centre of product communication. Later, in the 1960s and 1970s photos and advertisements told many other […]<\/p>\n","protected":false},"author":1,"featured_media":50626,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[242],"class_list":["post-68976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stories-from-world-of-pirelli","tag-product-history"],"acf":[],"yoast_head":"\nWinter and Pirelli. 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