{"id":82533,"date":"2021-01-28T09:06:46","date_gmt":"2021-01-28T08:06:46","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/uncategorized\/leonardo-sinisgalli-un-poeta-ingegnere-in-pirelli\/"},"modified":"2022-10-21T10:37:09","modified_gmt":"2022-10-21T09:37:09","slug":"leonardo-sinisgalli-un-poeta-ingegnere-in-pirelli","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/stories-from-world-of-pirelli\/leonardo-sinisgalli-un-poeta-ingegnere-in-pirelli\/","title":{"rendered":"Leonardo Sinisgalli: An Engineer Poet at Pirelli"},"content":{"rendered":"<p><em>\u201cWe\u2019ve prompted meetings between scientists and journalists, between technicians and poets. Without fear of committing heresy, we\u2019ve sent reporters into studios, classrooms, and laboratories to surprise big name, who are as illustrious as they are reluctant, with magnesium [&#8230;] \u201c. And again: \u201cOne of our ambitions was precisely this: to provoke and stimulate an analytical form of prose rather than the same old commemorative pieces \u2013 a report rather than an ode, a comment rather than a sermon [&#8230;]. I\u2019m looking forward to the day when the Realm of the Useful is rekindled by culture, by metaphors, and intelligence. [&#8230;] Pirelli magazine has tried to encourage its contributors to come up with pondered impressions, but we still have a long way to go to improve on our precision and breeziness.\u201d<\/em><\/p>\n<p>These quotations from the historic <a href=\"https:\/\/www.rivistapirelli.org\/en\/\"><em>Pirelli <\/em>magazine<\/a> capture and convey an idea of <strong>Leonardo Sinisgalli<\/strong>\u2019s commitment and work during his four years as editor-in-chief of the magazine, as well as his idea of culture and his poetic vision. With a profound understanding of mathematical sciences, he truly epitomised Pirelli\u2019s multi-disciplinary culture, with its never-ending search for creating harmony between technology and the arts, keeping the right balance between them, and fostering dialogue and an exchange of ideas between the scientific and literary intelligentsia. Art and industry thus came together to form a <strong>new humanism<\/strong>, which found one of its loftiest expressions in the pages of <em>Pirelli <\/em>magazine. Leonardo Sinisgalli had first come into contact with the Milanese company back in <strong>1937<\/strong>, when he worked at the <strong>Societ\u00e0 del Linoleum<\/strong>, part of the Pirelli Group. Here he met <strong>Giuseppe Luraghi<\/strong>, and when they met again after the Second World War, they founded and later directed <em>Pirelli <\/em>magazine and, some time after, <em>Civilt\u00e0 delle macchine<\/em>, a bimonthly published by Finmeccanica.<\/p>\n<p>What is the secret behind a good advertising idea? <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1951_3.html?q=sinisgalli&amp;start=54&amp;lang=it#page\/54\/mode\/2up\">What calculations does nature make<\/a> when creating the perfect shapes we see all around us? What is the sensation we feel when we admire <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1952_4.html#page\/18\/mode\/2up\">the grooves in tread patterns<\/a> created not by nature but by <strong>ingenious research<\/strong> in Pirelli\u2019s laboratories? What wonders lie behind the work of <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1949_2.html#page\/26\/mode\/2up\">humans and machines<\/a>? And then, how was the <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1952_5.html?q=sinisgalli&amp;start=32&amp;lang=it#page\/32\/mode\/2up\">wheel<\/a> invented? Where did <a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/bookreader\/pubblicazioni-e-riviste\/RivistaPirelli\/1952_2.html?q=sinisgalli&amp;start=30&amp;lang=it#page\/30\/mode\/2up\">Leonardo da Vinci<\/a>\u2019s extraordinary genius and talent come from? These are just some of the topics covered by the engineer-poet in the 18 articles he wrote for <em>Pirelli <\/em>magazine from <strong>1948 to 1952<\/strong>.<\/p>\n<p>During these years. Sinisgalli called on many leading figures in the worlds of journalism, literature, and art to contribute to the publishing project, requiring the best artists of the day for the advertisements, posters, and advertising campaigns. Pirelli also entrusted him with the curatorship and coordination of \u201c<strong>the Company\u2019s advertising events<\/strong>\u201d, both for the Gomma Group and for the Azienda Impermeabili. This meant that also the <strong>advertising campaigns<\/strong> of the time reflected his tastes and artistic vision, as we see in the case of the advertisement for the Stelvio Pirelli tyre, under the title \u201c<strong>Nature\u2019s countless calculations<\/strong>\u201d in 1952 and the first Pirelli promotional film \u201c<a href=\"https:\/\/www.fondazionepirelli.org\/archivio-storico\/audiovisivi\/detail\/IT-PIRELLI-AV0001-000206\/novita-al-salone-internazionale-auto-torino.html?jsonVal={%22jsonVal%22:{%22query%22:%22Salone%20Internazionale%20dell%27Auto%20di%20Torino%22,%22startDate%22:%22%22,%22endDate%22:%22%22,%22fieldDate%22:%22dataNormal%22,%22_perPage%22:20}}&amp;attachmentMisc=undefined&amp;lang=en\">News from the Turin Motor Show<\/a>\u201d in 1951, a short film in colour directed by the brothers Nino and Toni Pagot, which won numerous awards.<\/p><p>Sinisgalli\u2019s vision and legacy in Pirelli did not come to an end, partly thanks to his successor, <strong>Arrigo Castellani<\/strong>, who revived the tradition of bringing artists to the factory in the 1960s and continued to involve journalists and intellectuals in the adventure of <em>Pirelli <\/em>magazine, using <strong>the art of literature<\/strong> to talk about work, science and technology.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cWe\u2019ve prompted meetings between scientists and journalists, between technicians and poets. Without fear of committing heresy, we\u2019ve sent reporters into studios, classrooms, and laboratories to surprise big name, who are as illustrious as they are reluctant, with magnesium [&#8230;] \u201c. And again: \u201cOne of our ambitions was precisely this: to provoke and stimulate an analytical [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":82438,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127,68],"tags":[243,341],"class_list":["post-82533","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-historical-archive","category-stories-from-world-of-pirelli","tag-company-history","tag-company-tales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Leonardo Sinisgalli: An Engineer Poet at Pirelli - 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\/stories-from-world-of-pirelli\/leonardo-sinisgalli-un-poeta-ingegnere-in-pirelli\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Leonardo Sinisgalli: An Engineer Poet at Pirelli - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"\u201cWe\u2019ve prompted meetings between scientists and journalists, between technicians and poets. Without fear of committing heresy, we\u2019ve sent reporters into studios, classrooms, and laboratories to surprise big name, who are as illustrious as they are reluctant, with magnesium [&#8230;] \u201c. 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