{"id":79057,"date":"2020-06-14T07:02:56","date_gmt":"2020-06-14T06:02:56","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=79057"},"modified":"2022-10-21T11:03:31","modified_gmt":"2022-10-21T10:03:31","slug":"the-1950s-different-visions-for-a-unique-style","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/the-1950s-different-visions-for-a-unique-style\/","title":{"rendered":"The 1950s,
Different Visions
for a Unique Style"},"content":{"rendered":"

In 1957, Arrigo Castellani<\/strong>, the director of Pirelli\u2019s \u201cUfficio Propaganda\u201d, invited the six top designers of the time to his home by the Ticino River. Ezio Bonini, Antonio Boggeri, Franco Grignani, Erberto Carboni, Bob Noorda, <\/strong>and Pino Tovaglia<\/strong> thus came together to create a multi-artist advertising campaign. The theme was the same for all of them: roads and journeys<\/strong>, by car and in safety. With 33<\/strong> subjects and a total of more than 500 advertisements, the 1957 advertising campaign for Pirelli Stelvio, Rolle<\/strong> and Cinturato<\/strong> tyres captures the spirit of an age \u2013 that of the Fabulous Fifties, in which any and every road can be taken. La strada \u00e8 bella \u2013 <\/em>\u201cThe road is beautiful<\/strong>\u201d, is the message in Grignani\u2019s collages<\/a>, which invite people to take to the roads and motorways of Italy and travel far and wide. To visit villages and cities of artistic importance, Carboni<\/a> adds, with his views of the monuments<\/strong> and squares that are the treasures of Italy. Travelling through clean, ethereal geometries, as Noorda <\/a>puts it in his drawings of road junctions, bridges, and highways<\/strong>, in the name of modernity.<\/p>\n

\"\" \"\" \"\"<\/p>

If you want to travel, you need a car, so Boggeri<\/a> uses roundabouts, hairpin bends and crossroads in his drawings to convey the message promoting Cinturato, Rolle, and Stelvio tyres for Fiat<\/strong>, Alfa<\/strong> and Lancia<\/strong> models. Bonini<\/strong> makes reference to physics and experimentation to ensure a safe journey. In 1953, Bonini, who was something of a veteran in the field of communication, had himself already created the historic campaign called \u201cHow many calculations nature makes<\/a>\u201d starting from the ideas of the engineer-poet Leonardo Sinisgalli<\/strong>. Molecules, geometric sequences, and genetic sediments form a snail shell or the shell of a crustacean, or even a Pirelli Stelvio tyre.<\/p>\n

The individual personalities behind these very different visions and creative forms all expressed the unique and unmistakable style of the Long P.<\/p>

Back to the main page<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In 1957, Arrigo Castellani, the director of Pirelli\u2019s \u201cUfficio Propaganda\u201d, invited the six top designers of the time to his home by the Ticino River. Ezio Bonini, Antonio Boggeri, Franco Grignani, Erberto Carboni, Bob Noorda, and Pino Tovaglia thus came together to create a multi-artist advertising campaign. The theme was the same for all of […]<\/p>\n","protected":false},"author":9,"featured_media":78651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,82],"tags":[],"class_list":["post-79057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-exhibitions"],"acf":[],"yoast_head":"\nThe 1950s, Different Visions for a Unique Style - 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\/the-1950s-different-visions-for-a-unique-style\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 1950s, Different Visions for a Unique Style - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"In 1957, Arrigo Castellani, the director of Pirelli\u2019s \u201cUfficio Propaganda\u201d, invited the six top designers of the time to his home by the Ticino River. 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