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Pirelli, heart of rubber


Pirelli, heart of rubber
20 ottobre 2013

On Friday, 18 October, during the Red Dot gala at the Konzerthaus in Berlin, the Pirelli Foundation exhibit L’anima di gomma. Estetica e tecnica al passo con la moda (“Heart of Rubber. Beauty and technique in step with fashion”), which was at the Triennale in Milan in 2011, won the 2013 edition of the Red Dot Gran Prix, one of the most important international design awards.
The exhibition used sketches and multimedia installations to tell the story of Pirelli fashion and related marketing efforts from shortly after the company was founded way back at the end of the 19th century on up to modern times. Over a century of customs and manufacturing history in the quest for new applications of materials and processes, all illustrated in four exhibition rooms: one dedicated to footwear (and rubber soles and heels); one to clothing (raincoats and overcoats); one to the beach (bathing costumes and other water and beach products); and one to Pirelli PZero, the Pirelli project of industrial design applied to fashion. Rubber was the star of the show, a material that can be processed in various ways to become a tyre, an elastic thread, fabric and many other objects.
The use of this interactive, multimedia language invited visitors to interact and play with the various components of the exhibit, making it particularly in line with the theme of the 2013 edition of the Red Dot Design Awards, “Inspire the World”, which was one of the reasons that the judges gave the most important award to this Pirelli Foundation project.