Published by Corraini Edizioni the book “UNA MUSA TRA LE RUOTE. Pirelli: un secolo di arte al servizio del prodotto” celebrates the close relationship between the company and the art retracing this link through 450 images created by more than 200 artists in the Nineteenth and Twentieth century. This project, undertaken by the Fondazione Pirelli and curated by Giovanna Ginex, was presented in collaboration with the Triennale of Milan and the Triennale Design Museum and sponsored by AIAP (Italian Design Association of Visual Communication) where Antonio Calabro, CEO Pirelli Foundation, the architect Alessandro Mendini, the designer Leonardo and Andrea Sonnoli Braccaloni and President and CEO of Pirelli and of the Fondazione Pirelli, Marco Tronchetti Provera stepped in. The last one made also the preface of the book “… An extraordinary synthesis. That for us of Pirelli has a long history that can be translated into modernity and in a long view at what we are preparing for tomorrow. Vision. And concreteness. Here it lies, in fact, the sense of the relationship between Pirell and artists … “. Not only images, photographs, posters and advertising but the whole history of the product since its founding in 1872 to today that has marked the Italian history. The issue of communication is central, the key of advertising techniques, innovative stylistic choices, artistic languages and cultural role that Pirelli has in Italy and in the world. The book traces the history of communication of Pirelli from sketches to original drawings coming from the first advertising campaigns carried out by the great masters of Italian poster art such as Marcello Dudovich, Aldo Mazza and Leonetto Cappiello.
“The dialogue of Pirelli with the art and design is ever present. It is witnessed by this book, but also from other recent activities regarding the literary contributions, the music and the theater, the Film Pirelli, the involvement of young artists and big names to illustrate our appraisal, exhibition at HangarBicocca and Calendario Pirelli, image and communication icon of Pirelli. A dialogue that has never ceased, and today continues through the new initiative we are going to start with the collaboration of some of the most prestigious international professionals of the graphics”, said Marco Tronchetti Provera, Chairman and CEO of Pirelli and Fondazione Pirelli President . Indeed Pirelli insert a new project with the participation of talent from around the world to realize new representations and stories, of both the company and its products. Talents: Steven Heller of the School of Visual Arts in New York, Klass Verplancke the Royal Academy of Fine Arts in Antwerp, Andrea Braccaloni of Politecnico of Milano, Georg Barber of Burg Giebichenstein Kunsthochschule in Halle.
