{"id":99475,"date":"2024-02-16T11:21:28","date_gmt":"2024-02-16T10:21:28","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=99475"},"modified":"2024-02-26T14:48:00","modified_gmt":"2024-02-26T13:48:00","slug":"identitalia-pirelli-as-an-icon-of-the-made-in-italy-label","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/","title":{"rendered":"Identitalia: Pirelli as an icon of the &#8220;Made in Italy&#8221; label"},"content":{"rendered":"<p><strong><em>Identitalia \u2013 The Iconic Italian Brands<\/em><\/strong> has opened at Palazzo Piacentini in Rome. The exhibition. which is devoted to the top brands that have made the history of Italy, celebrates the 140th anniversary of the Italian Patent and Trademark Office. The event is organised by the <strong>Ministry of Enterprises and Made in Italy <\/strong>as part of a renewed policy to support and promote Italian industry and excellence. It will remain open to the public until 6 April 2024, showcasing the rich heritage of successful entrepreneurial stories, innovative products, avant-garde designers and graphic artists, as well as Italy\u2019s most iconic brands. Visitors are accompanied on a thematic journey through the various <strong>moments of the day \u2013 <\/strong>waking up, morning, afternoon, evening, and night \u2013 and they are taken through the four pillars of the Made in Italy label: Furnishings, Clothing and care, Agri-food, and Automotive.<\/p>\n<p>Pirelli, a symbol deeply ingrained in the collective consciousness and a global brand with strong Italian roots, has been invited to contribute to the event with a careful selection of documents, objects, photographs, and audiovisual materials that tell the story of its past and present. The exhibition illustrates the evolution of the iconic \u201cLong P\u201d logo, symbolising the identity and longevity of the Group, from its earliest versions in the late 19th century to its current design by Salvatore Gregoretti and to Pierluigi Cerri\u2019s colour scheme.<\/p>\n<p>The company\u2019s involvement in the world of racing is illustrated by a photograph of the Peking-Paris Motor Race of 1907, where Scipione Borghese\u2019s \u201cItala\u201d triumphed, on Pirelli tyres, definitively confirming its global prestige in the tyre sector and marking the beginning of a slew of sporting victories.<br \/>\nThe exhibition also traces the evolution of the brand\u2019s <strong>visual communication<\/strong>, beginning with Renzo Bassi\u2019s 1931 sketch for the Superflex Stella Bianca tyre, in which we see a new style with the influence of the Futurist manifesto of advertising art. We are taken from Lora Lamm\u2019s depiction of Pirelli bicycle tyres, a rapid sketch of a modern late-1950s girl in bright colours, through to Annie Leibovitz\u2019s 1994 photograph of Carl Lewis in stiletto heels with the iconic headline \u201cPower is Nothing without Control\u201d, a milestone in international advertising.<br \/>\nAmong the objects on display is the iconic <strong>Pirelli Calendar<\/strong>, with the 2007 edition featuring a black-and-white cover with Sophia Loren, the timeless diva of Italian cinema, captured in an essential, almost intimate shot by the Dutch duo of fashion photographers Inez van Lamsweerde and Vinoodh Matadin.<\/p>\n<p>The presence of Pirelli in the <em>Identitalia<\/em> exhibition highlights the commitment of a company that was founded 152 years ago but that still shapes the narrative of the Made in Italy label on the global stage. As ever, with an eye to the future.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Identitalia \u2013 The Iconic Italian Brands has opened at Palazzo Piacentini in Rome. The exhibition. which is devoted to the top brands that have made the history of Italy, celebrates the 140th anniversary of the Italian Patent and Trademark Office. The event is organised by the Ministry of Enterprises and Made in Italy as part [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":99339,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,81],"tags":[109],"class_list":["post-99475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activities","category-partnerships","tag-comunicare-limpresa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Identitalia: Pirelli as an icon of the &quot;Made in Italy&quot; label - 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\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Identitalia: Pirelli as an icon of the &quot;Made in Italy&quot; label - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"Identitalia \u2013 The Iconic Italian Brands has opened at Palazzo Piacentini in Rome. The exhibition. which is devoted to the top brands that have made the history of Italy, celebrates the 140th anniversary of the Italian Patent and Trademark Office. The event is organised by the Ministry of Enterprises and Made in Italy as part [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-16T10:21:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-26T13:48:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2024\/02\/07174228\/1959_Lora_Lamm.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1777\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\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=\"2 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\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/\",\"name\":\"Identitalia: Pirelli as an icon of the \\\"Made in Italy\\\" label - Fondazione Pirelli\",\"isPartOf\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2024\/02\/07174228\/1959_Lora_Lamm.jpg\",\"datePublished\":\"2024-02-16T10:21:28+00:00\",\"dateModified\":\"2024-02-26T13:48:00+00:00\",\"author\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/c31fcf5937a0e6afa45497f3f8b6d7a0\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#primaryimage\",\"url\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2024\/02\/07174228\/1959_Lora_Lamm.jpg\",\"contentUrl\":\"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2024\/02\/07174228\/1959_Lora_Lamm.jpg\",\"width\":1777,\"height\":2560},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.fondazionepirelli.org\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Identitalia: Pirelli as an icon of the &#8220;Made in Italy&#8221; label\"}]},{\"@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":"Identitalia: Pirelli as an icon of the \"Made in Italy\" label - 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\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/","og_locale":"en_US","og_type":"article","og_title":"Identitalia: Pirelli as an icon of the \"Made in Italy\" label - Fondazione Pirelli","og_description":"Identitalia \u2013 The Iconic Italian Brands has opened at Palazzo Piacentini in Rome. The exhibition. which is devoted to the top brands that have made the history of Italy, celebrates the 140th anniversary of the Italian Patent and Trademark Office. The event is organised by the Ministry of Enterprises and Made in Italy as part [&hellip;]","og_url":"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/","og_site_name":"Fondazione Pirelli","article_published_time":"2024-02-16T10:21:28+00:00","article_modified_time":"2024-02-26T13:48:00+00:00","og_image":[{"width":1777,"height":2560,"url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2024\/02\/07174228\/1959_Lora_Lamm.jpg","type":"image\/jpeg"}],"author":"fondazionepirelli","twitter_card":"summary_large_image","twitter_misc":{"Written by":"fondazionepirelli","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/","url":"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/","name":"Identitalia: Pirelli as an icon of the \"Made in Italy\" label - Fondazione Pirelli","isPartOf":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#primaryimage"},"image":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#primaryimage"},"thumbnailUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2024\/02\/07174228\/1959_Lora_Lamm.jpg","datePublished":"2024-02-16T10:21:28+00:00","dateModified":"2024-02-26T13:48:00+00:00","author":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/c31fcf5937a0e6afa45497f3f8b6d7a0"},"breadcrumb":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#primaryimage","url":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2024\/02\/07174228\/1959_Lora_Lamm.jpg","contentUrl":"https:\/\/wpsite-assets.fondazionepirelli.org\/wp-content\/uploads\/2024\/02\/07174228\/1959_Lora_Lamm.jpg","width":1777,"height":2560},{"@type":"BreadcrumbList","@id":"https:\/\/www.fondazionepirelli.org\/en\/activities\/identitalia-pirelli-as-an-icon-of-the-made-in-italy-label\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.fondazionepirelli.org\/en\/"},{"@type":"ListItem","position":2,"name":"Identitalia: Pirelli as an icon of the &#8220;Made in Italy&#8221; label"}]},{"@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\/99475\/"}],"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=99475"}],"version-history":[{"count":5,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/99475\/revisions\/"}],"predecessor-version":[{"id":99557,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/99475\/revisions\/99557\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/99339\/"}],"wp:attachment":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/?parent=99475"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/categories\/?post=99475"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/tags\/?post=99475"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}