{"id":78074,"date":"2020-05-18T06:14:59","date_gmt":"2020-05-18T05:14:59","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=78074"},"modified":"2022-09-22T09:36:42","modified_gmt":"2022-09-22T08:36:42","slug":"passing-the-baton-from-business-to-institution","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/passing-the-baton-from-business-to-institution\/","title":{"rendered":"Passing the Baton: From Business to Institution"},"content":{"rendered":"<p>The news came out in the papers on 10 December 1977: Pirelli had decided to sell the Tower. A purchase proposal was put forward by Cesare Golfari, the president of <strong>Lombardy Region<\/strong>, and the sale of the building was finalised a few months later, in June 1978. To deal with the crisis the West had been going through for five years, the Pirelli Group launched a five-year industrial restructuring plan, and reinforcing its financial structure by selling the tower was an essential step towards this. In actual fact, the Group occupied only a fifth of the total space of the building at the time.<\/p>\n<p>Lombardy Region, which had been officially set up in 1970, urgently needed to find a single headquarters for all its various offices, which until then had been dotted around Milan. Once again, <strong>the bond between Pirelli and its territory<\/strong> became stronger: the &#8220;Pirellone&#8221;, once a symbol of a Lombard company, became a symbol of the region itself.<br \/>\nOne by no means secondary detail: the <strong>Rosa Camuna<\/strong>, the symbol of Lombardy Region since 1975, was designed by a pool of artists that included <strong>Bob Noorda<\/strong>, <strong>Pino Tovaglia<\/strong>, and <strong>Bruno Munari<\/strong>. In other words, key name in the history of Pirelli visual communication in the 1950s and 1960s. These designers had considerable first-hand experience of the Pirellone interiors and had certainly met many times up on the twenty-fifth floor, where the company&#8217;s advertising offices were located.<\/p>\n<p>In 2002, the twenty-sixth floor of the building was destroyed by a small private aircraft that crashed into the building, causing the death of a number of people. After a long period of closure, for safety reasons, and restoration works that involved reconstructing the facade and the internal premises, the building was reopened in 2004, with a new <strong>auditorium named after Giorgio Gaber<\/strong>. The twenty-sixth floor is now a memorial to commemorate the victims of the crash.<\/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 news came out in the papers on 10 December 1977: Pirelli had decided to sell the Tower. A purchase proposal was put forward by Cesare Golfari, the president of Lombardy Region, and the sale of the building was finalised a few months later, in June 1978. To deal with the crisis the West had [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":77742,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,82],"tags":[],"class_list":["post-78074","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>Passing the Baton: From Business to Institution - 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\/passing-the-baton-from-business-to-institution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Passing the Baton: From Business to Institution - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"The news came out in the papers on 10 December 1977: Pirelli had decided to sell the Tower. A purchase proposal was put forward by Cesare Golfari, the president of Lombardy Region, and the sale of the building was finalised a few months later, in June 1978. 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