On 20 September, the store, which covers two floors for a total of 1500m_, will open in Milan: Pirelli Corso Venezia, the brand’s first flagship store (located at Corso Venezia,1). The design by architect Renato Montagner, creative director of collections, emerges as an archetype, destined to open a new chapter in shop-design, commerce and services.
The street, and above all, every movement along it (cars, motorbikes and pedestrians)
enters physically into the store: the first street in the shop. All the collections and the Pirelli PZero special projects are on display, among iconic two and four-wheeled vehicles and Formula 1 video walls. In this way, the outside blends into the interiors, which in turn point to the history of Pirelli and its industrial genes, in an endless trail of tracks and references.
Among the structural innovations, the Workshop, the soundproof wall, the rubber carpet, Robostock (the first robot stockroom keeper), Bruno Munari’s Meo Romeo cat, the airbed fitting rooms and the sailing deck.
A number of services and special projects will be making their debut at this inauguration. Starting with P. spoke: the tailor’s shop for made-to-measure sneakers; the first with leather soles, and completely reversible, like socks.
The gum design area will feature a succession of projects in which the know-how PZero will add to other brands. First up will be the Borsalino tyre hat, and a cinturato Pirelli Valextra luggage set. (See attached information sheet) Gum design’s guest of honour will be artist Scott Campell’s Holy Trinity project. This tattoo artist to the stars, with clients including Sting and Orlando Bloom, has created the first tattooed Diablo Rosso II tyre for a Ducati Diavel, and a jacket coproduced with Dainese. (See attached sheet) SOCIAL SHOPPING. Pictures from the legendary Pirelli calendars, as well as Formula 1 races, garage backstage shots and regattas will be projected on the video wall in the PZero lounge. This will enable fans of the various disciplines to arrange to meet up and form interest groups, like in a social network: with the new aggregative logic of social shopping.
Name: PIRELLI CORSO VENEZIA.
An address that evokes a sense of things Milanese: a sign that pays homage to the hard-working city and its wholesome industrial traditions, where the “P. Lunga” has strong roots that reach back for over a century.
The outside/ RUBBER CARPET.
Above the entrance, a cantilever of studded tyre tread with low-energy LEDs (see lighting sheet) offers an ideal mix of China theatre lights with Pirelli engineering, introducing the public to the excitement of the tyre.
The first “pictures” are the store windows, designed and lit like stage machinery. While the rubber carpet enters into the heart of the workshop. …