Pirelli
#motomusingsjupiter
Last time in Ferrari, we discussed how the ultimate aspirational brand experience was a story about the importance of "the authentic founder" and perseverance. Authenticity may add time to success but the addition makes that success durable.
If an aspirational brand is fleeting, it isn't aspirational. Trends are current, not aspirational.
Pirelli is our favorite commercial design studio.
"Did you say design studio?!"
Yes, Pirelli is a design studio that makes beautiful and intricate work. Especially when it comes to motorcycle tires, you only need to be outside a British-style cafe racer coffee shop to find men and women fawning over the tread webs and compounding in tires to realize this appreciation. In addition, Pirelli's infamous calendars and fashion RTW offerings are fantastic.
Pirelli is a brand story of nimbleness and change apparent today in how easily it can move from rubber, to calendar shoots, to fashion all to critical acclaim.
Pirelli is headquartered in a Milanese skyscraper, which is already unique for a rubber or industrials company. It was started in 1872 by Giovanni Battista Pirelli as a rubber mint that specialized in scuba rebreathers, before moving into fibre-optic cables, then settling into motorsport rubber goods.
In tires, Pirelli started with both industrial and consumer automobile products before divesting the industrial business and adding motorcycle products, which are relatively new.
Pirelli's story is unique compared to Ferrari and Ducati Motor Holding in how mercurial it was across multiple industries. Where those companies had one specific mission in one medium, Pirelli's mission was generally "heightened industrial design" across different mediums. It transitioned seamlessly between industries that had no overt connection, often operating in them simultaneously.
The annual Pirelli calendars are interesting in the creative prestige they attract from both photographers and models. High fashion RTW is common today from automobile manufacturers like Porsche AG but entirely uncommon from parts suppliers.
By having tentacles in so many seemingly unrelated areas, Pirelli as a brand transcends rubber-making. It's exploratory and experimental manufacturing process resembles the creative process of a fine artist that typically meanders.
Pirelli is a great example for design studios and artists alike that everything is design. There may be more in common between a Pirelli Corsa tire and a Monet than previously thought. #entrepreneurship #design #wellness
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