WITH P ZERO SILVER THE COMPANY CONSOLIDATES ITS LEADERSHIP IN THE PREMIUM SEGMENT
THE PHASES OF TYRE PRODUCTION “TOLD” THROUGH AN ARTISTIC INSTALLATION WHICH REVEALS ITS “INVISIBILE HEART”: TECHNOLOGY, THE HAND AND CREATIVITY
PIRELLI STRENGTHENS ITS POSITION IN THE TOP-OF-THE-RANGE SEGMENT, THE MARKET’S MOST PROFITABLE AND LEAST CYCLICAL
PIRELLI HAS INVESTED IN ALL THE MAIN AREAS OF THE WORLD 1.5 BILLION EUROS IN THE PERIOD 2006-2010, DESTINED TO BECOME 1.9 BILLION IN THE 5-YEAR PERIOD 2011-2015, OF WHICH OVER 500 MILLION THIS YEAR
The return of Pirelli to Formula One, for which the Italian group is exclusive supplier for the 3-year period 2011-2013, has placed the tyre at the centre of attention for sports’ lovers and drivers around the world. Pirelli has demonstrated, also in virtue of the tyres required by the Formula One teams for this season, how tyres are fundamental in determining the performance of a car. An ever vaster public, gran prix after gran prix, has seen that tyres, sports ones and those destined for road use, are not simply “things that are black and round”, but a fundamental and sophisticated component of the vehicle, capable of making the difference in terms both of performance and safety. A product which includes research, advanced technology and complex production processes, at the same time rich in manual activities and highly automated processes, of artisanal knowledge and hi-tech innovation.
To highlight all these aspects, illustrate the activities and strategies that are at the base of the planning, development and production of tyres “made in Bicocca” and to present a new tyre which is born of the experience in Formula One and destined for the premium market, Pirelli has chosen an original form of communication and an exceptional setting: the Hangar Bicocca, one of the most prestigious exhibition spaces for contemporary art at the international level.
The phases and components of the production process at the base of every tyre have been synthesized through a series of representations (graphic elaborations, films, multi-media installations realized by the art groups N!03 and Invernomuto ) in an area of over 1,000 square metres…