{"id":78054,"date":"2020-05-18T06:00:16","date_gmt":"2020-05-18T05:00:16","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=78054"},"modified":"2020-05-18T06:32:50","modified_gmt":"2020-05-18T05:32:50","slug":"pirelli-the-architecture-of-industry","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/","title":{"rendered":"Pirelli: The Architecture of Industry"},"content":{"rendered":"<p>The construction of the tower is a clear illustration of Pirelli\u2019s <strong>global approach<\/strong> to <strong>industrial architecture<\/strong>. Also the construction of the very first factory, which opened in 1873 in Via Ponte Seveso in Milan, made its mark, for the journalist of <em>L\u2019industriale<\/em>, who visited the construction site in July 1872, wrote that the building was \u201cof uncommon size, and not devoid of the sturdy elegance of which many foreign factories are so proud\u201d. Those foreign factories were the ones that the young engineer <strong>Giovanni Battista Pirelli<\/strong> had visited a couple of years earlier, in the winter of 1870, during a<strong> study trip abroad<\/strong> that had been made possible by the scholarship he had won at the Politecnico after his degree course. He had seen factories in France, Germany, Belgium, and Switzerland \u2013 a whole new industrial world, with buildings that would later form the skylines of future cities.<\/p>\n<p>The <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/documenti\/detail\/IT-PIRELLI-MISC0001-0000010076\/34-nuova-fabbrica-articoli-caoutchouc-g-b-pirelli-e-comp-34.html?jsonVal={%22jsonVal%22:{%22query%22:%22l%27industriale%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20}}&amp;attachmentMisc=SI#n\" target=\"_blank\" rel=\"noopener noreferrer\">article<\/a> in <em>L\u2019Industriale <\/em>in 1872 also informs us that the factory in Via <strong>Ponte Seveso<\/strong> \u201c<em>will augment the agreeable aspect of the district, which has been chosen for some years now as home to much of the city\u2019s industry, and appears to be destined for a magnificent future<\/em>.\u201d While this may have been true for the area then known as \u201c<em>Dei Corpi Santi<\/em>\u201d in Milan, it became even truer of the suburb around what is now <strong>Piazza Duca d\u2019Aosta<\/strong>, with the construction of the <strong>Bicocca<\/strong> factory in 1908. This <strong>industrial district<\/strong> was destined to expand to a <strong>million square metres<\/strong> by the mid-twentieth century and to have an entire district of Milan built around it. At the centre of this \u201crubber city\u201d stood a <strong>cooling tower<\/strong> \u2013 on which construction started in 1950 \u2013 which was used to recover the steam produced by the manufacture of tyres. A gigantic forty-metre high chimney that formed a concrete hyperboloid towering over the Milan skyline.<br \/>\nThat cooling tower is now embedded and protected within a reinforced concrete cube with a glazed facade for looking out and looking in. This is how the <strong>Pirelli Headquarters<\/strong> was envisioned by <a href=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/vittorio-gregotti-a-great-architect-for-pirelli-for-milan-and-for-the-world\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Vittorio Gregotti<\/strong><\/a>, when he designed the new urban layout of Bicocca in 1985. The Tower was opened in Milan in 1960, but it was soon accompanied by other symbolic Pirelli buildings: in 1961 Pirelli\u2019s Brazilian branch opened its new headquarters in the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/NoticiasPirelli\/1961_00001.html#page\/1\/mode\/2up\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Campos Eliseos<\/strong><\/a> tower in S\u00e3o Paulo, and in the late 1960s the Group\u2019s Argentinian subsidiary had the Italian architect <strong>Mario Bigongiari<\/strong> design its own Pirelli Tower in Buenos Aires. But there were other industrial buildings, and other distinguished architects: in 1958 <a href=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/pirelli-design-awarded-at-moma-in-new-york\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Roberto Menghi<\/strong><\/a> designed the <strong>Istituto Piero Pirelli<\/strong> in Viale Fulvio Testi, Milan, while Giuseppe Valtolina had already put his name to the industrial plant in <strong>Settimo Torinese<\/strong> in the early 1950s.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-77766 \" src=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/05\/08102916\/PIRELLI_D03_13575-150x150.jpg\" alt=\"\" width=\"197\" height=\"197\" \/>It was here that in 2011 the \u201c<strong>factory in the cherry orchard<\/strong>\u201d \u2013 the new Pirelli Industrial Centre \u2013 was built, with the \u201cSpina\u201d, the central services building with offices and laboratories, designed by the architect <strong>Renzo Piano<\/strong>. In the words of Vice-President <strong>Marco Tronchetti Provera<\/strong>, \u201c<em>the factory is a complex place of activities, relationships, and also of contrasts, but above all of original interaction and synergy. Elements that need visibility, so they can be understood, making it possible to overcome old stereotypes and relationships that have been overtaken by the course of events<\/em>\u201d.<\/p><p><a href=\"https:\/\/www.fondazionepirelli.org\/en\/exhibition\/the-pirellone-the-story-of-a-skyscraper\/\">Back to the main page<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The construction of the tower is a clear illustration of Pirelli\u2019s global approach to industrial architecture. Also the construction of the very first factory, which opened in 1873 in Via Ponte Seveso in Milan, made its mark, for the journalist of L\u2019industriale, who visited the construction site in July 1872, wrote that the building was [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":77760,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,82],"tags":[],"class_list":["post-78054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-exhibitions"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pirelli: The Architecture of Industry - 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\/pirelli-the-architecture-of-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pirelli: The Architecture of Industry - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"The construction of the tower is a clear illustration of Pirelli\u2019s global approach to industrial architecture. Also the construction of the very first factory, which opened in 1873 in Via Ponte Seveso in Milan, made its mark, for the journalist of L\u2019industriale, who visited the construction site in July 1872, wrote that the building was [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-18T05:00:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-05-18T05:32:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/05\/08101732\/21_torre-Gregotti-e1589446047510.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"597\" \/>\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=\"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\/pirelli-the-architecture-of-industry\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/\",\"name\":\"Pirelli: The Architecture of Industry - Fondazione Pirelli\",\"isPartOf\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/05\/08101732\/21_torre-Gregotti-e1589446047510.jpg\",\"datePublished\":\"2020-05-18T05:00:16+00:00\",\"dateModified\":\"2020-05-18T05:32:50+00:00\",\"author\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/c31fcf5937a0e6afa45497f3f8b6d7a0\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#primaryimage\",\"url\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/05\/08101732\/21_torre-Gregotti-e1589446047510.jpg\",\"contentUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/05\/08101732\/21_torre-Gregotti-e1589446047510.jpg\",\"width\":600,\"height\":597},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.fondazionepirelli.org\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Pirelli: The Architecture of Industry\"}]},{\"@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\/c31fcf5937a0e6afa45497f3f8b6d7a0\",\"name\":\"fondazionepirelli\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9cb486421ce1d6eddbf6c4fb66841b4325b786695f7aedf1dde2222428218696?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9cb486421ce1d6eddbf6c4fb66841b4325b786695f7aedf1dde2222428218696?s=96&d=mm&r=g\",\"caption\":\"fondazionepirelli\"},\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/author\/fondazionepirelli\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Pirelli: The Architecture of Industry - 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\/pirelli-the-architecture-of-industry\/","og_locale":"en_US","og_type":"article","og_title":"Pirelli: The Architecture of Industry - Fondazione Pirelli","og_description":"The construction of the tower is a clear illustration of Pirelli\u2019s global approach to industrial architecture. Also the construction of the very first factory, which opened in 1873 in Via Ponte Seveso in Milan, made its mark, for the journalist of L\u2019industriale, who visited the construction site in July 1872, wrote that the building was [&hellip;]","og_url":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/","og_site_name":"Fondazione Pirelli","article_published_time":"2020-05-18T05:00:16+00:00","article_modified_time":"2020-05-18T05:32:50+00:00","og_image":[{"width":600,"height":597,"url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/05\/08101732\/21_torre-Gregotti-e1589446047510.jpg","type":"image\/jpeg"}],"author":"fondazionepirelli","twitter_card":"summary_large_image","twitter_misc":{"Written by":"fondazionepirelli","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/","url":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/","name":"Pirelli: The Architecture of Industry - Fondazione Pirelli","isPartOf":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#primaryimage"},"image":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#primaryimage"},"thumbnailUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/05\/08101732\/21_torre-Gregotti-e1589446047510.jpg","datePublished":"2020-05-18T05:00:16+00:00","dateModified":"2020-05-18T05:32:50+00:00","author":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/c31fcf5937a0e6afa45497f3f8b6d7a0"},"breadcrumb":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#primaryimage","url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/05\/08101732\/21_torre-Gregotti-e1589446047510.jpg","contentUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/05\/08101732\/21_torre-Gregotti-e1589446047510.jpg","width":600,"height":597},{"@type":"BreadcrumbList","@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/pirelli-the-architecture-of-industry\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.fondazionepirelli.org\/en\/"},{"@type":"ListItem","position":2,"name":"Pirelli: The Architecture of Industry"}]},{"@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\/c31fcf5937a0e6afa45497f3f8b6d7a0","name":"fondazionepirelli","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/9cb486421ce1d6eddbf6c4fb66841b4325b786695f7aedf1dde2222428218696?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9cb486421ce1d6eddbf6c4fb66841b4325b786695f7aedf1dde2222428218696?s=96&d=mm&r=g","caption":"fondazionepirelli"},"url":"https:\/\/www.fondazionepirelli.org\/en\/author\/fondazionepirelli\/"}]}},"_links":{"self":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/78054\/"}],"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\/9\/"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/comments\/?post=78054"}],"version-history":[{"count":16,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/78054\/revisions\/"}],"predecessor-version":[{"id":78200,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/78054\/revisions\/78200\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/77760\/"}],"wp:attachment":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/?parent=78054"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/categories\/?post=78054"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/tags\/?post=78054"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}