{"id":80216,"date":"2020-07-12T07:23:26","date_gmt":"2020-07-12T06:23:26","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=80216"},"modified":"2022-10-21T10:50:59","modified_gmt":"2022-10-21T09:50:59","slug":"holidays-on-rubber","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/holidays-on-rubber\/","title":{"rendered":"Holidays on Rubber"},"content":{"rendered":"

In the imagination of designers and advertisers, the Cinturato tyre<\/strong> became an icon of travel in the 1950s and 1960s. It was a revolutionary product and it accompanied the Italians on their journey towards mass motorisation, and into a new concept of safe driving that was at last within everyone\u2019s reach. This can be seen in the brilliant advertising campaign called \u201cUn viaggio, ma<\/a>\u201d, created in 1966 by the visionary Arrigo Castellani<\/strong>, then director of advertising, and by the graphic artist Pino Tovaglia<\/strong>. Castellani\u2019s surreal word games that appear in Tovaglia\u2019s black-and-white geometries also inspired the writer Camilla Cederna in Pirelli <\/em>magazine. Rubber is an essential ingredient in holidays: Federico Patellani<\/strong><\/a>\u2019s photo shoots immortalise a world of bathing caps and inflatable boats, rubber rings for those learning to swim, inflatable mattresses, and coloured balls. And then we find goggles for diving down to the seabed, as worn by movie stars like Ingrid Bergman<\/strong><\/a> on the set of Stromboli<\/em>, directed by Roberto Rossellini<\/strong>. The bathing costumes are in Lastex <\/strong>yarn, the magical elastic fabric that won over the young Marilyn Monroe<\/strong>, Pirelli\u2019s endorser in 1952. And these holiday outings could hardly be without their dinghies and outboard motor boats<\/strong>: the materials they are made of have names that are both technical and exotic, such as \u201cResivite\u201d and \u201cKelesite\u201d and they are light, unbreakable, and tough. Produced by Monza, a Pirelli company that called them \u201cLevriero\u201d, \u201cDaino\u201d or \u201cGiaguaro\u201d \u2013 greyhound, deer, or jaguar \u2013 they became essential kit for tourists on their holiday adventures. Introducing a new idea of travel and of freedom.<\/p>

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

In the imagination of designers and advertisers, the Cinturato tyre became an icon of travel in the 1950s and 1960s. It was a revolutionary product and it accompanied the Italians on their journey towards mass motorisation, and into a new concept of safe driving that was at last within everyone\u2019s reach. This can be seen […]<\/p>\n","protected":false},"author":9,"featured_media":79707,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,82],"tags":[],"class_list":["post-80216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-exhibitions"],"acf":[],"yoast_head":"\nHolidays on Rubber - 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\/holidays-on-rubber\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Holidays on Rubber - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"In the imagination of designers and advertisers, the Cinturato tyre became an icon of travel in the 1950s and 1960s. It was a revolutionary product and it accompanied the Italians on their journey towards mass motorisation, and into a new concept of safe driving that was at last within everyone\u2019s reach. This can be seen […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-12T06:23:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-21T09:50:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/07\/01160601\/RivistaPirelli_1959_012_00004_094-e1594376471337.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"490\" \/>\n\t<meta property=\"og:image:height\" content=\"659\" \/>\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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/\",\"url\":\"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/\",\"name\":\"Holidays on Rubber - Fondazione Pirelli\",\"isPartOf\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/07\/01160601\/RivistaPirelli_1959_012_00004_094-e1594376471337.jpg\",\"datePublished\":\"2020-07-12T06:23:26+00:00\",\"dateModified\":\"2022-10-21T09:50:59+00:00\",\"author\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/c31fcf5937a0e6afa45497f3f8b6d7a0\"},\"breadcrumb\":{\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#primaryimage\",\"url\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/07\/01160601\/RivistaPirelli_1959_012_00004_094-e1594376471337.jpg\",\"contentUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/07\/01160601\/RivistaPirelli_1959_012_00004_094-e1594376471337.jpg\",\"width\":490,\"height\":659},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.fondazionepirelli.org\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Holidays on Rubber\"}]},{\"@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":"Holidays on Rubber - 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\/holidays-on-rubber\/","og_locale":"en_US","og_type":"article","og_title":"Holidays on Rubber - Fondazione Pirelli","og_description":"In the imagination of designers and advertisers, the Cinturato tyre became an icon of travel in the 1950s and 1960s. It was a revolutionary product and it accompanied the Italians on their journey towards mass motorisation, and into a new concept of safe driving that was at last within everyone\u2019s reach. This can be seen […]","og_url":"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/","og_site_name":"Fondazione Pirelli","article_published_time":"2020-07-12T06:23:26+00:00","article_modified_time":"2022-10-21T09:50:59+00:00","og_image":[{"width":490,"height":659,"url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/07\/01160601\/RivistaPirelli_1959_012_00004_094-e1594376471337.jpg","type":"image\/jpeg"}],"author":"fondazionepirelli","twitter_card":"summary_large_image","twitter_misc":{"Written by":"fondazionepirelli","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/","url":"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/","name":"Holidays on Rubber - Fondazione Pirelli","isPartOf":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#primaryimage"},"image":{"@id":"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#primaryimage"},"thumbnailUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/07\/01160601\/RivistaPirelli_1959_012_00004_094-e1594376471337.jpg","datePublished":"2020-07-12T06:23:26+00:00","dateModified":"2022-10-21T09:50:59+00:00","author":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/c31fcf5937a0e6afa45497f3f8b6d7a0"},"breadcrumb":{"@id":"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#primaryimage","url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/07\/01160601\/RivistaPirelli_1959_012_00004_094-e1594376471337.jpg","contentUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2020\/07\/01160601\/RivistaPirelli_1959_012_00004_094-e1594376471337.jpg","width":490,"height":659},{"@type":"BreadcrumbList","@id":"https:\/\/127.0.0.1\/en\/activities\/holidays-on-rubber\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.fondazionepirelli.org\/en\/"},{"@type":"ListItem","position":2,"name":"Holidays on Rubber"}]},{"@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\/80216\/"}],"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=80216"}],"version-history":[{"count":8,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/80216\/revisions\/"}],"predecessor-version":[{"id":92747,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/80216\/revisions\/92747\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/79707\/"}],"wp:attachment":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/?parent=80216"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/categories\/?post=80216"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/tags\/?post=80216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}