Pirelli: for 150 years .. Not Just Tires but Pure Innovation Technology #Pirelli #Tyres #History

A path, that of Pirelli, which kicks off on January 28, 1872 by Giovanni Battista Pirelli, who at the age of 23 is betting on something absolutely new: rubber. At the beginning, the company produced insulators for telegraphs and cables that connect the most distant points of a newborn Italy. It grows rapidly all over the world and produces everyday objects (from headphones to toys to raincoats) and covers for wagons and bikes in response to the first forms of new mobility. Since its inception, focused on innovation, the company focuses on products that also become symbols of the country's development. Just as one of the symbols of Milan becomes the Pirellone, the modern skyscraper that housed the company in the 1960s before the transfer of its Headquarters to Bicocca, now a real corporate campus. Even for Pirelli, however, there are obstacles: the lack of mergers, in the 90s, with Dunlop and Continental and the project to integrate networks and contents in telecommunications, pursued at the beginning of the 2000s with Telecom Italia and shipwrecked due to external interference . Crises that have always been overcome by starting from the core business that leads the company to focus on tires.

Internationality

Pirelli has always been international. And it is precisely on this aspect that the story continued. Born in Milan, it quickly transformed into a multinational, to the point of being considered English in the United Kingdom, Brazilian in Brazil, American in the United States ... A vocation that is already found in the travels of its first founder and his sons, Alberto and Piero, then. The identity is that of a multinational with solid roots in Italy, cutting-edge industrial relations, care for welfare and training. These are just some of the issues addressed with Ferruccio De Bortoli, Marco Tronchetti Provera and Paolo Mieli.

The factories

The journey on the stage of the Piccolo Teatro continued by exploring the great industrial tradition of the company. Through its factories, Pirelli has put down roots in many countries, today 12 in the world, building bright, safe and sustainable factories. More welcoming places with people who work with passion and an industry 4.0 made up of simulators, artificial intelligence and robots like the MIRS invented by Pirelli itself. In short, today 18 beautiful and efficient factories that find their paradigm in that of Settimo Torinese, designed and built by architect Renzo Piano who on the Piccolo stage explained how to combine functionality and beauty, competitiveness and sustainability.

Culture, communication and image

In this process, Pirelli has never stopped communicating with artists and intellectuals to keep an eye on society, on its evolutions and on the transformation of customs. It has done so and does so through innovative languages ​​and tools: the Pirelli Magazine, the Calendar, Pirelli HangarBicocca, the publications and exhibitions of the Pirelli Foundation, the products of Pirelli Design, the World magazine, the volumes of its financial statements integrated with the contributions of artists and writers. The list that comes from the stage of the Piccolo Teatro is rich and starts with the iconic Pirelli logo, born in New York in the early 1900s, with the P that stretches as if it were made of rubber. A company that experiments with new languages, makes tires and interviews Umberto Eco. Talk to writers, philosophers, poets: today from Carrère to Kureishi, yesterday from Elio Vittorini to Eugenio Montale and Salvatore Quasimodo. It hosts Luchino Visconti and John Cage and puts high heels on Carl Lewis, accompanied by the unforgettable payoff "Power is nothing without control". Innovation in communicating the company, the ability to renew oneself while preserving the memory and dialogue between industry and contemporary art, sport, photography and music.

Annamaria Testa, Ferruccio De Bortoli, Paolo Mieli and Marco Tronchetti Provera focused on these themes to tell about different worlds with the basic idea that doing business with passion also means creating culture.

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