Fostering the dialogue between business and culture, understanding and interpreting the contemporary, enriching and representing the brand's values. With these objectives, Pirelli is supporting the Festival for the first year as 'main sponsor'.The possible book” 2018 by Polignano a Mare, a cultural event now in its 17th edition and which this year will take place from 4 to 7 July in the well-known Apulian centre. Pirelli – which has seen in the Festival a successful example of how culture is able to involve and excite a large audience, transforming the city into a place for discussion and debate – will also support the event through active participation in its appointments. Thursday 5 July, in fact, Marco Tronchetti Provera, executive vice president and managing director of Pirelli, from the stage set up in Piazza Moro will speak with Ferruccio De Bortoli, former director of Corriere della Sera, now president of the Longanesi publishing house, on issues related to business and culture for development. In the same square, the following day, Antonio Calabro, Director of Pirelli Foundation, will present, in dialogue with Oscar Farinetti, founder and president of Eataly, The "Song of the Factory”, the volume published by Mondadori and edited by the Pirelli Foundation, which recounts the concert by the Italian Chamber Orchestra in the heart of the Pirelli Industrial Center in Settimo Torinese, and hosts the voices of intellectuals, musicians and industrialists accompanied by over 120 images of the Pirelli Historical Archive to tell the changes of the contemporary factory.
Pirelli will also be present at the Festival through some of the most important and significant examples of publishing activities carried out by the Group. In addition to "Il Canto della Fabbrica", the other recent publications edited by the Pirelli Foundation will be available: "A muse on wheels" and "Advertising with a capital P", which retrace over a century of evolution of advertising strategies and languages, also in the transition from analogue to digital technology, and bear witness to Pirelli's avant-garde role in the field of visual communication. Also available to the public is the six-monthly magazine "World", which follows the experience of the Pirelli magazine. Finally, also available to the public is Pirelli's 2017 Annual Report entitled "Data meets passion", an illustrated report which, thanks to the artistic and cultural contributions of the artist Emiliano Ponzi and the three internationally renowned writers Mohsin Hamid, Tom McCarthy and Ted Chiang, recounted the company's digital transformation alongside five stories of 4.0 craftsmen who, like Pirelli, have been able to grasp the key to growing their business in digital transformation.
