{"id":74293,"date":"2020-01-20T15:23:58","date_gmt":"2020-01-20T14:23:58","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/uncategorized\/pirelli-e-il-touring-club-italiano-le-strade-della-modernita\/"},"modified":"2020-01-22T11:15:44","modified_gmt":"2020-01-22T10:15:44","slug":"pirelli-and-the-touring-club-italiano-the-road-to-modernity","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/historical-archive\/pirelli-and-the-touring-club-italiano-the-road-to-modernity\/","title":{"rendered":"Pirelli and the Touring Club Italiano: The Road to Modernity"},"content":{"rendered":"<p><strong>The Touring Club Italiano has turned 125<\/strong>: dating back over a hundred years, an idea of <strong>mobility in search of the marvels of Italy<\/strong> is being celebrated. Right from the early years of the twentieth century, Pirelli entrusted its own <strong>visual message<\/strong> to the <em>Rivista Mensile del Touring \u2013 <\/em>the monthly magazine of the Touring Club \u2013 and to its covers, sharing the Club\u2019s idea of progress that was sweeping through the country at the time. How modern is the girl in her driver\u2019s outfit, complete with visor glasses and white gloves, who in 1910 appeared on the cover of the magazine, testifying to the performance of Pirelli &amp; C. Milano tyres! And what a magnificent sense of strength and dynamism we see in the column of cyclists painted by the artist Ballie for the cover of the April 1913 issue of <em>Touring<\/em>!<\/p>\n<p><strong>Pirelli and the Touring Club Italiano magazines painted the history of Italy on these covers<\/strong>, with <strong>Mario Stroppa<\/strong>\u2019s artwork, for example, showing how Milan was expanding in 1908 with the new Pirelli factory in the Bicocca district. They tell the story of the first cars, the dream of modernity, through the imagination of internationally renowned draughtsmen like <strong>Stanley Charles Roowy<\/strong>, who created the famous cover showing a red car with its body spelling out the words <strong>\u201cPneus Pirelli\u201d<\/strong> in 1914. Its driver is a tamer, a new inventor of fire.<\/p>\n<p>In <strong>1917<\/strong> the Touring Club\u2019s <em><strong>Le Vie d\u2019Italia<\/strong> <\/em>hit the newsstands with pictures of Pirelli tyres as clear symbol of modernity: the new covers testified both to the Great War and to the desire for peace, with an array of flags adorning the<strong> \u201cTyre of the Allies\u201d<\/strong> in 1919. The cover designed by <strong>Nino Nanni<\/strong> in 1929 for Pirelli <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/disegni-e-manifesti\/detail\/IT-PIRELLI-OA0001-0000003332\/bozzetto-pubblicita-del-pneumatico-pirelli-superflex-cord.html?jsonVal={%22jsonVal%22:{%22query%22:%22Nino%20Nanni%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20,%22archiveName_string%22:%22pirellixDamsOA001%22}}&amp;attachmentMisc=undefined&amp;lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Superflex Cord tyres<\/strong><\/a> is also highly emblematic, with a white car hurtling along a cliff-side road, faster than the speedboat and the plane.<\/p>\n<p>Once again, the car was a symbol of the modernity that inspired the Touring Club Italiano and that roared along the asphalt on Pirelli tyres.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Touring Club Italiano has turned 125: dating back over a hundred years, an idea of mobility in search of the marvels of Italy is being celebrated. Right from the early years of the twentieth century, Pirelli entrusted its own visual message to the Rivista Mensile del Touring \u2013 the monthly magazine of the Touring [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":74069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127],"tags":[],"class_list":["post-74293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-historical-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pirelli and the Touring Club Italiano: The Road to Modernity - 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\/historical-archive\/pirelli-and-the-touring-club-italiano-the-road-to-modernity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pirelli and the Touring Club Italiano: The Road to Modernity - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"The Touring Club Italiano has turned 125: dating back over a hundred years, an idea of mobility in search of the marvels of Italy is being celebrated. Right from the early years of the twentieth century, Pirelli entrusted its own visual message to the Rivista Mensile del Touring \u2013 the monthly magazine of the Touring [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/historical-archive\/pirelli-and-the-touring-club-italiano-the-road-to-modernity\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-20T14:23:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-22T10:15:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/01\/20152119\/1912_06_1-2-e1579687477312.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"413\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"fondazionepirelli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"fondazionepirelli\" \/>\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:\/\/www.fondazionepirelli.org\/en\/historical-archive\/pirelli-and-the-touring-club-italiano-the-road-to-modernity\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/historical-archive\/pirelli-and-the-touring-club-italiano-the-road-to-modernity\/\",\"name\":\"Pirelli and the Touring Club Italiano: The Road to Modernity - 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