The Formula 1 Italian Grand Prix provided the opportunity to organise a series of events that involved fans in the days leading up to the race. Successful examples include the FOTA Fans Forum, the F1 Art Project by Mark Dickens in the Monza Paddock, the F1 Village or the Augmented Reality video experience that greeted visitors arriving at Malpensa airport. More specifically, Italy’s first FOTA Fans Forum was held at Pirelli headquarters in Milan’s Bicocca district. Here F1TM enthusiasts from all over the world came face to face with some of the sport’s leading players: Giampaolo Dall’Ara for Sauber, Stefano Domenicali for Ferrari, Paul Hembery for Pirelli and Nicolò Petrucci for Toro Rosso, along with drivers Nico Rosberg and Jarno Trulli.

F1 Art Project by Mark Dickens in the Monza Paddock involved five drivers – Mark Webber, Rubens Barrichello, Jarno Trulli, Timo Glock and Kamui Kobayashi – who became artists for a day. With tyres in hand instead of brushes, they created a work of art by rolling the “inked” tyres on a 10-metre sheet of heavy paper, painting it blue, orange and black.

The Pirelli logo was there to meet visitors arriving at Terminal 1 of Milan Malpensa airport: for 10 days, the 600 square metres of the arrivals hall were customised by two video installations located at the baggage reclaim carousels, these allowing passengers to “play” with their suitcases by transforming them into virtual Formula 1TM racing cars.

The video is available on the Pirelli YouTube channel

Finally, the Pirelli F1 Village in Monza attracted more than 150 thousand visitors: three days of entertainment, videogames, meetings and autograph sessions with Giacomo Agostini, GP2 and GP3 drivers, SBK champion Pierfrancesco Chili and Pirelli official test driver, Lucas Di Grassi.