Oct/Dic '04 - N.41 PDF file - 2.3 - Pirelli

W RLD 

The quarterly magazine for Pirelli’s management throughout the world - Oct/Dic 2004 - No.41 

Poste Italiane Spa-Spedizione in Abbonamento Postale-70%-DCB Milano. Reg. Trib. Milano n. 494 del 24.9.1994 – Redazione: Via G. Negri 10 Milano 

The 2005 

Pirelli Cal

CONTENTS 

A Responsible Business 

Pirelli publishes its fourth 

Environmental Report 

page 6 

Girls from Ipanema 

Rio de Janeiro hosts the launch of the 

2005 edition of “The Cal” 

page 15 

La Scala and Arcimboldi 

The role of the new Arcimboldi Theatre 

after the reopening of La Scala 

page 22 

Focus on Technology, 

Quality, Research 

Marco Tronchetti Provera explains the 

strategy of the Pirelli Group 

page 2 

Striking a Cord 

in Rumania 

Pirelli and Continental will jointly 

produce steel cord in Rumania 

page 9 

Tunable Light Rays 

The Dynamically Tunable Laser, a 

mayor breakthrough in photonics 

page 18 

12 November 2004. in a video message 

on the Pirelli Intranet, Marco Tronchetti 

Provera explained the future developments 

to all employees of the strategy 

announced in August 2001: the beginning 

of a process that will result in the transfer 

of Cables and Energy Systems and 

Cables for Telecommunications, a three 

year investment programme by the Tyre 

Sector in Brazil, China and Rumania, 

the birth of Pirelli Broadband Solutions 

and a technological centre for the environment 

(p. 2-3). A few days later, Mr. 

Tronchetti received an honorary degree 

in telecommunications engineering from 

the University of Genoa and gave a lectio 

magistralis (p. 7-8) – in which he talked 

of the “innovation company” concept 

and the mission of the Pirelli Group. The 

theme is innovation across the board, and 

the results are already there for all to see. 

In Italy, Pirelli Tyres received the 

Confindustria and A.T. Kearney 2004 

Best Innovator award for its “excellence 

in integrating the different dimensions 

of innovation” with the MIRS and 

CCM technologies. In Canada, Pirelli 

was presented with the 2004 Italy-Canada 

Investaward and in Australia the 2004 

Azienda Italia Award for its contribution 

to the economic and commercial development 

of the two countries (p. 16-17). 

Pirelli’s participation in the Technology 

in Movement meeting also deserves 

a mention. It was an event organised 

by Intermonte, the investment bank, 

to bring the financial community up 

to speed on technological evolution 

in the European motor manufacturing 

industry (p. 19). A mention, too, for the 

winter tyre Oscar, awarded to the Pirelli 

Sottozero by three of Germany’s top 

motoring magazines (p. 23). 

And finally, a look at the year to come 

with the new 2005 Pirelli Calendar, presented 

in Brazil for the first time, in the 

teeming city of Rio de Janeiro (p. 12-15). 

An overwhelming success for an icon 

now more than 40 years old … although 

it certainly does not look it. With this 

edition, Pirelli World wishes its readers a 

merry Christmas and a happy new year. 

Arrivederci until 2005! 

1

STRATEGY 

A message from the Chairman 

Focus on Technology, 

Quality, Research 

The re-organisation of the Group is over: Pirelli is now refocusing on its activities 

with greater added value and is ready to valorise the Energy Cables & Systems 

and the Telecom Cables Sectors, investing in tyres and broadband access products 

A 

s you 

will 

recall, in July 

2001, on 

announcing 

participation 

in the Olivetti-Telecom 

Group, the 

Pirelli’s strategy 

was redefined stating that “the new 

Telecommunications activities would be 

flanked by a select number of high profitability 

businesses, with top end market 

segmentation”. Tyre Sector activities and 

the real estate activities of Pirelli & C 

Real Estate SpA were indicated as being 

among these. As regards Cable Sector, it 

was announced that Pirelli would gradually 

divest them even though they are high 

cash flow generators with strong market 

positionings. 

A series of unexpected events during 

the months that followed, beginning 

with the tragedy of 11 September 2001, 

sparked off the biggest economic crisis 

since the end of the Second World War to 

the present day. The Group’s management 

timely started to implement a number of 

measures directed at the rationalisation 

and re-launch of manufacturing activities, 

thus reacting to falling markets through 

the recovery of efficiency. This re-organisation, 

carried out in all the industrial 

Sectors with the fullest commitment on 

the part of all the people involved, allowed 

Pirelli to quickly overcome the crisis and 

further strengthen its technological leadership 

and competitiveness. It should 

be remembered also that, despite adverse 

economic conditions, Pirelli has always 

maintained its high priority commitment 

to research and technological innovation, 

in order to safeguard the Group’s future 

capability to create value. 

This re-organisation phase – which 

culminated in August 2003 with the 

merger operations that simplified the 

A Mirs robot and the Pirelli Real Estate 

head quarter in Milan 

Group’s shareholding structure – is now 

over. Consequently Pirelli intends to 

continue to refocus on activities with 

greater added value and higher margins. 

So it is from this standpoint and fully consistent 

with the strategy outlined in 2001 

that, in the light of the manifestations of 

interest received from major institutional 

investors, we feel the time has come to 

valorise the activities of Energy Cables 

and Systems and Telecom Cables which 

Pirelli successfully re-launched and 

which today perform better than all major 

competitors. 

After having overcome in the last two 

years an unprecedented market crisis, the 

Energy and Telecom Cables and Systems 

Sector today boasts a position of international 

leadership in terms of market 

shares, technologies, profitability improvements 

and management quality. These 

strengths have made it once again of interest 

to primary institutional investors. 

The Board of Directors has decided 

therefore to set in motion a valorisation 

project for the development of these 

activities, through a procedure which will 

allow Pirelli to fully evaluate the different 

options before it and the different manifestations 

of interest, with the intention of 

retaining a minority share. 

Pirelli acknowledges the professionalism 

of all the people at all organisational 

levels who worked for the Cables and 

2

Systems Sector. We respect and are 

grateful to these people who improved 

its competitiveness and brought about 

its present results. The Group has taken 

this into account in defining the priorities 

of the valorisation project so that, while 

aiming to attain an appropriate valuation 

of the Cable activities, the Sector’s future 

capability to grow further will be safeguarded. 

For this project, Pirelli will avail itself 

of the assistance of primary international 

financial institutions. The Pirelli management, 

who successfully completed the 

rationalisation of the Cable Sector and 

who do not envisage further reductions in 

production capacity nor in the head count, 

represent a guarantee of continuity and 

further growth to the business. We are 

fully convinced that the Cable Sector can 

continue, with the new majority shareholders, 

along the road of development and 

value creation which has characterised the 

business during the past few years. 

A 

s regards the other business sectors, 

the Pirelli Group’s refocusing strategy 

indicated in July 2001 envisages: 

• in tyres, a strengthening of activities 

through major investments in high growth 

areas for products with a higher technological 

content, thanks to which the Group 

will increase manufacturing capacity 

significantly. In fact the Company has 

signed a memorandum of understanding 

regarding the start of an important jointventure 

in China (in Henan province) 

for the production of all steel radial 

truck tyres, envisaging the installation of 

a manufacturing capacity equal to 33% 

of all the capacity currently installed by 

Pirelli world wide in this product area. 

In Romania, in addition to the new steel 

cord plant in Slatina, a vast manufacturing 

base will be built up for high performance 

car tyres, to serve the growing demand 

from east European markets. As regards 

South America, the expansion of the 

recent plant in Bahia is envisaged and also 

the construction of a new all steel radial 

truck tyre facility on the Gravatai site. 

Furthermore, three new plants utilising 

MIRS manufacturing technology are 

currently being installed in Germany, the 

United States and the United Kingdom 

and will become operational during the 

first half of 2005. Overall, we are planning 

to make investments of more than 

400 million euro during the next three 

years, as stated in the Industrial Plan 

presented last may. 

• in telecommunications, the Group 

intends to accelerate the development of 

innovative technologies for broadband 

A six inches wafer and the cable-laying 

ship Giulio Verne 

access and second generation photonics, 

sectors in which Pirelli Labs have already 

filed a series of important patents which 

assure a position of leadership world 

wide. A new company, Pirelli Broadband 

Solutions, has also been established with 

the object of marketing products and 

applications developed by the Group’s 

advanced research activities. 

• in real estate, Pirelli & C. Real 

Estate SpA , which successfully launched 

in 2003 a series of common real 

estate funds, intended for retail as well as 

institutional investors, envisages further 

growth. By 30 June 2004, the portfolio 

managed by Pirelli RE amounted to a 

market value of 10 billion euro, with a 

corporate pro-quota of 24%. Furthermore, 

a Franchising Network is being set up for 

the distribution of real estate services and 

related financing and insurance products 

which, thanks to its diffusion over the 

territory, will allow significant synergies 

to be realised with corporate activities. 

• in line with the Group’s strategic 

approach is also the creation of a business 

nucleus in the environmental technologies 

sector, bringing together the 

activities in the field of energy recovery 

from waste carried out by Pirelli & C. 

Ambiente SpA and those in the field of 

low environmental impact fuel, such as 

GECAM-Il Gasolio Bianco, produced by 

Cam Tecnologie SpA. 

A 

s you all know, our competitive 

strength has always been and is 

founded on technological and research 

capabilities, on quality and on the professional 

competencies of our employees. 

Sound financial position, ongoing investments 

in technological innovation and the 

quality of the people are the three certainties 

which make shareholders trust in the 

future of Pirelli. 

The resources coming from the sale of 

Energy and Telecom Cables and Systems 

activities will allow us to support the 

development of the Group’s strategic 

business areas, which will undoubtedly 

produce greater opportunities for professional 

growth for all our employees 

engaged in creating value. These opportunities 

cannot be grasped without strong 

determination and the ability to work as a 

team to achieve common goals. It is our 

wish that with the commitment of all of us 

Pirelli continues along the road of growth 

for many more years to come. 

Milan, 12 November 2004 

3

PRODUCT 

Truck tyre expansion 

The Race of the 

Giant Tyres 

A joint venture in China, sales expansion in South-East Asia, another factory 

in South America – and even a crack at the Paris-Dakar: the Truck Tyre BU at work 

+50% 

overall increase 

of all-steel truck 

tyres by the end 

of 2007 

signed between Pirelli and 

the Aeolus Tyre Co. 

Ltd, one of China’s 

leading tyre 

manufacturers, 

for the construction 

of 

a joint venture 

truck 

factory in 

the province 

of 

Henan by 

June 2005. 

The unit 

will produce all-steel technology 

radial ply giants. 

The establishment of Pirelli Tyre 

in China will enable the Sector to 

increase overall production of its 

truck covers by up to 33% - (plus 

50% if we consider only all-steel 

truck tyres). Output of the Henan 

plant will mainly be destined for 

the Chinese and South-East Asia 

markets. As well as the manufacture 

of truck, a second phase of the 

operation also envisages the manufacture 

of car tyres and steel cord 

in China. 

I 

n the 

wake of the 

positive results achieved by the 

Tyre Sector, the Truck Business 

Unit continues to grow: and its 

policy of investment and expansion 

consolidates its strategic role within 

the Group. After the re-launch of 

the sector, which took place last 

April with the presentation of the 

new generation Amaranto truck tyre 

produced with the innovative SATT 

technology, the Truck Tyre Business 

Unit is preparing for a new challenge: 

an assault on the Chinese and 

South-East Asia markets. 

A letter of intent has just been 

Above left, the FH85 Amaranto tyre and above, the Iveco Eurocargo 

with Pirelli tyres in Tunisia during a test for the 2005 Paris-Dakar. 

4

“Pirelli is the leader in radial 

ply tyre technology in both the 

car and truck fields and intends to 

be among the protagonists in this 

phase of momentous growth in the 

radial ply tyre market in China”, 

said Francesco Gori, Managing 

Director of Pirelli Tyres. 

The Sector forecasts that its 

investment in China over the next 

three years will amount to 150 

million euros: the country is of 

strategic importance to the operation 

and is, in fact, the market 

with the greatest growth potential 

as far as transport on tyres is concerned. 

Radial ply tyre production 

in China increased by no less than 

28.5% during the first half of 2004 

against the same period in 2003, 

and exceeded 38 million units, 

equal to over 60% of the country’s 

overall tyre production. 

As well as the new factory, 

which will come on stream in 

Henan province in 2005, the Truck 

Tyre Business Unit will establish 

another plant in South America, 

in the Gravatai area of Brazil. The 

two new factories will join existing 

manufacturing facilities in Italy, 

Turkey, Brazil and Egypt. With 

a volume growth trend of 25% 

between 2002 figures and those of 

2004 and an expected PBIT increase 

for the same period of 670%, the 

Truck Tyre Business Unit plans to 

invest another 80 million euros 

over the next three years, independent 

of the resources earmarked for 

China. That money will be used to 

expand the manufacturing potential 

of existing factories and extend the 

BU’s range of products. 

“After the world launch of the 

Amaranto in April 2004, development 

of this high performance 

line will also proceed at a substantial 

pace in 2005”, said Alberto 

Pirelli, Director of the Truck Tyre 

Business Unit. “There will be an 

extension of the Amaranto range 

for buses and trucks, as well as an 

increase in production capacity not 

only in Europe, but also at Santo 

André, Brazil, and Izmit, Turkey, 

where our factories will begin to 

make this new range in 2005 and 

2006”. 

But Pirelli’s giant tyre race does 

not stop there. Next January, its 

PS 22 Pista tyres will be fitted 

to two Iveco Eurocargo trucks, 

which will compete in the 2005 

Paris-Dakar marathon, the most 

famous motoring event of its kind 

in the world. The rally will be run 

over more than 10,000 kilometres 

of unmade surfaces and desert, 

all the way to the finish on the 

celebrated beach in Senegal. The 

drivers of the Pirelli-shod Eurocargos, 

stars of road transport and 

A Iveco truck with the Pirelli FH85 Amaranto 

similar motor sport events, will 

be Miki Biasion, double world 

rally champion, and Markku Alen, 

widely believed to be one of the 

most outstanding rally drivers of 

all time. 

As well as with the Iveco trucks, 

Pirelli will take on the Paris-Dakar 

with a private Spanish team called 

Pro-Motor Les Comes, who will 

enter a MAN truck. The event 

will begin in Barcelona on New 

Year’s Day 2005 and will end on 

that famous Dakar beach on 16 

January. It will be a spectacular 

race that will also take truck tyres 

to a sporting pedigree that has 

always ennobled the Pirelli brand 

for almost 100 years. 

by Stefania Dolci, Milan 

5

ETHICS 

The fourth Environmental Report 

A Responsible 

Business 

The Pirelli Group publishes its fourth Environmental Report, cataloguing initiatives 

that improve the climate in which it conducts its business 

F 

or the fourth year, the Pirelli 

Group has published its Environmental 

Report, a demonstration 

of its continuous commitment 

to the positive management of the environmental 

aspects of its business. It is 

a commitment that has not diminished, 

despite what is a far from rosy situation 

for the economy in general and, particularly, 

for a number of our specific 

areas of production in different 

geographical zones. 

Apart from a substantial 

confirmation of the positive 

progress shown by the principal 

environmental indices for the 

1999-2003 period – i.e., lower 

specific consumptions of water and 

the increase in the amount of wast 

recycled – last year was also the on 

in which the new Pirelli Policy for th 

Health, the Safety, the Environm 

and the Social Responsibility was 

brought together in one single do 

ment and adopted. And that is a fu 

demonstration of the Group’s integrated 

approach to sustainable development, 

which unites and adapts economic, environmental 

and social matters within the 

organisation. 

A fundamental step on the way to a 

form of continuity that began in 1995, 

when the first environmental and safety 

at work policies were adopted. In this 

context, the elaboration of The Pirelli 

Group Code of Ethics was also completed 

in 14 different languages and was 

published with the objective of focusing 

more precisely and in a homogeneous 

manner on professional conduct and 

actions in company life. 

In addition, the so-called Organisational 

Model has been disseminated 

through tailor-made training initiatives 

within all Italian Group’s Companies, 

employees from which represent over 

25% of the Group’s total work force. 

Specifically, this 

n isational 

Model 

revises, in 

line with the di 

the above mentioned Code of Ethics, 

processes and instruments of work, specifying 

the principles of the code in an 

operational context. 

A wide-ranging initiative that should 

be mentioned concerns the protection 

of the health of the Group’s employees: 

the activation of an internal policy, which 

will make Pirelli a “No Smoking Company”, 

to the benefit of both smokers 

and especially non-smokers. 

It is clear that the stages of implementation 

of that programme will be gradual, 

and will include necessary local adaptations 

of the plan in relation to the socioeconomic 

and regulatory practices in the 

countries in which the Group operates, 

in full compliance with the well known 

principle “think globally, act locally”. 

Another undertaking worthy of 

mention is the initiative known as 

“Progetto Donna”, which was established 

with the objective of offering 

women working for the 

Group the opportunity of 

growing professionally in 

all the functions and fields 

f activity in which Pirelli 

involved, through specific 

itive actions. This measure 

ot only a guarantee of equal 

rtunity, but also one that 

des management with speciruments 

of conduct that are 

and efficient. 

g all of these initiatives into 

Pirelli believes it is adding 

elements to the elaboration, 

sharing and attenuation of a business 

culture that unites in practical daily 

management terms the achievement of 

the economic objectives of the Group 

with conduct that respects the environment 

and is socially responsible 

both towards its own employees and 

the communities in which it operates 

throughout the world. 

by Gioacchino Verga, Milan 

6

HIGHLIGHT 

Genoa University confers a degree to Marco Tronchetti Provera 

The Innovation 

Engineer 

O 

n 29 November Marco Tronchetti 

Provera received from 

the University of Genoa a 

Honorary Degree in Electronics Engineering. 

The Chairman gave a “lectio 

magistralis” of which we reproduce 

below an ample section. 

If you ask historians and economists, 

they will spread out before you an 

ample offering of explanations on the 

structural weaknesses of the country, 

on the late take-off of diffuse industrialization, 

on certain wrong political 

choices, on real or presumed cultural 

backwardness. 

As far as I’m concerned, I believe 

there is also another far from negligible 

factor which made the difference 

between us and the other industrialized 

countries: it’s that far weaker community 

spirit which in Italy makes it much 

more difficult to work in team, to join 

forces to reach shared medium and 

long term objectives. Always, except in 

an emergency. 

But it’s hard to perceive innovation 

as a community emergency. So, we’ve 

never been at a loss for talents. What we 

lack is the other pillars of a system really 

oriented towards valorizing them: organization, 

method, managerial capability. 

In short, everything which makes a team 

strong and allows it to play the game on 

an even footing. But if there’s no team, 

it’s unthinkable to measure oneself against 

ever more complex technologies and 

with increasingly riskier investments. 

Of course, nobody puts in doubt that 

all progress in the general context of the 

country can give companies a hand. But 

however much innovation may – and 

should – be a mutual objective of the 

entire community, there is no substitute 

for the entrepreneur in this duty and in 

this responsibility. As a matter of fact, to 

make the company grow, to push it into 

coming up with something new every 

day, to try to keep it constantly one step 

ahead of the others is an incredible inner 

driving force for the entrepreneur; if 

crowned with success, it offers enormous 

satisfactions. 

Needless to say self-confidence is not 

enough. We need to be able to count 

on people with whom to talk about the 

future, weigh up ideas, define projects 

and programmes. Today you have 

conferred on me the title of engineer, 

which I certainly do not deserve for 

technical abilities. I confess, however, 

that I don’t feel it foreign to me provided 

I can refer it to the building up of a 

community of enterprise in which the 

people – people of quality – have all the 

room they deserve to put themselves to 

the test and demonstrate that they know 

how to give body to ideas. To their ideas, 

to their technical solutions. 

Mine is a different task: to act as 

a bridge between the creativity and 

competitiveness of the company, 

between the imagination of a possibile 

future and its realization, according to 

a long term value creation logic. This 

is the reason why in both Pirelli and 

Telecom Italia the people who attend to 

research and technological innovation 

head up directly to me and, with me, 

meet and, report on progress at least 

once a month. With a dual advantage: 

knowing exactly where we are going, 

I can better gauge and direct the march 

of the company; and that by being 

able to interact directly with me, the 

researchers and technologists have in 

me a guarantor of their work, above 

all when the wager seems particularly 

high. This is how Pirelli returned to 

innovation levels of absolute world 

excellence; and we are proceeding in 

the same way in Telecom Italia. 

Astride the end of the ‘80s and the 

beginning of the ‘90s, Pirelli found 

itself in a truly critical situation, the most 

critical in almost 120 years of history 

during which the company had grown 

accustomed to playing leader in and 

outside Italy. 

With the accounts very much in the 

red, net debt equal to almost one and 

half times equity and an internal climate 

of lack of confidence and pessimism, we 

had to save what we could by restoring 

competitiveness. What did we build the 

new on? On a radical choice of terrain: 

from that moment on we would place all 

7

our bets on technological innovation and 

focus on the higher value added products, 

on quality, on the speed of market 

service. Our objective was to turn Pirelli 

into a knowledge company, a company 

which evolves and creates value through 

the development of new knowledge and 

new technologies. This was, and still is, 

the direction of our march. 

MIRS and its architect 

The first thing we had to do was re-launch 

tyres. We had the technical competencies 

and the right person: Renato Caretta is a 

name which means little or nothing to 

people not in the field; in world industry 

however he is a celebrity. 

When he joined Pirelli in 1953 as a 

mechanical draughtsman, Caretta had 

no academic titles, but his professional 

experience is a demonstration of 

where intelligence, passion and the 

determination to overcome the obstacles 

of life, including that of starting at the 

lowest rung in the ladder, can take you. 

In 1995, at the threshold of his sixtieth 

birthday Caretta, at that time head of the 

tyre R & D centre in Bicocca, invented 

the P6000, our most successful product 

by far with its 100 million pieces sold and 

still in production; an exceptional feat for 

a tyre at the top end of the range. 

But this too wasn’t enough. The 

break through was achieved in the 

Spring of 1997. It was MIRS, the 

Modular Integrated Robotized System, 

a completely robotized, modular, 

extremely flexible mini-factory, suitable 

for the manufacture of advanced 

products which cannot be or would 

not be economical to produce with 

traditional technologies; “run flat” tyres 

for example. The standard profitability 

values of the sector are overturned thanks 

to a 25% lower total product cost, a 100% 

improvement in quality, an 80% increase 

in blue-collar productivity, a reduction in 

tyre/day capital expenditure of roughly 

50%, energy savings of 30%. 

Compounds and molecules 

Having got perfect control of 

production, we had to start thinking 

about perfect control of the materials 

feeding the system. It meant stepping 

in on the compound production process. 

Working in team with Enrico Albizzati 

– the head of the Materials Innovation 

division of Pirelli Labs –, Caretta 

thought up a completely new process 

– the CCM, Continuous Mixing System 

–, which, using a two-screw extruder 

and a series of component dosing and 

feeding systems, makes it possible to 

produce compounds continuously, at a 

constant temperature and in the quantities 

needed to feed the MIRS modules. 

So two years ago we built in Bicocca 

the only plant in the world capable of 

processing elastomers (in other words 

any substance with elastic properties 

similar to those of rubber) as if they were 

plastomers (that is to say materials with 

plastic characteristics). Here too with 

very important benefits compared to 

traditional equipment. 

For his part, Enrico Albizzati is 

a demonstration of what the Italian 

chemical industry could have been, had it 

believed and invested in its talents. A man 

of research, who acquired experience 

in Giulio Natta’s group in Montedison, 

arrived in Pirelli just under ten years ago 

to attend to new polymeric materials, 

superconductivity, clean energy from 

photovoltaic cells and fuel cells. his work 

and that of his team of sixty people cuts 

across our industrial sectors. 

Our safety behind the steering wheel, 

for example, depends on him to an 

important extent since he works on 

perfecting, thanks to nanotechnologies, 

the chemical characteristics of the 

so-called “intelligent” tyres; tyres that 

are not only suitable for particular 

road conditions but are also capable of 

combining with special sensors which 

communicate pressure, temperature and, 

in a not too distant future, also tyre set to 

the vehicle and the driver. 

Communicating with photons 

If Albizzati is a relatively recent 

acquisition, this is not so for Giorgio 

Grasso, who has been with Pirelli 25 

years and is currently responsible for 

the Optical Innovation division of our 

laboratories. Grasso too has to do with 

our everyday lives. He, however, doesn’t 

work on macromolecules; he works 

on light or, better, on its elementary 

particles, photons. 

At the beginning of the ‘90s, Grasso 

and some of his colleagues perfected 

two ideas without which the Internet 

revolution wouldn’t have snowballed 

into a mass phenomenon so quickly. 

First and foremost it was the invention 

which made it possible to construct the 

optical amplifier, the device which, along 

the length of long-haul terrestrial and 

submarine telecommunication systems, 

was going to replace the more costly and 

complex traditional signal regenerators. 

Grasso and his team are also the 

creators of the DWDM (Dense 

Wavelength Division Multiplexing) 

system, the technique which allows a 

great quantity of data to be transmitted 

along an optical fiber by exploiting the 

different wave lengths. The keystone for 

the take-off of broadband. 

A recent arrival from the Optical 

Innovation laboratories is the modular 

technological solution - “Smart Gate” 

used by Telecom Italia for “Alice Mia” 

– which allows residential users to 

access broadband services from all the 

telephones and PCs in their home. It’s 

the first nucleus of a true and proper 

home networking system. 

At the moment Grasso is developing 

optical chips that integrate on a suitably 

modified silica surface those functions 

now carried out by individual and far 

more expensive items of equipment. 

Patents with method 

I hope that these examples of works 

accomplished or in progress and their 

authors have highlighted the way in 

which we face the innovation challenge: 

by developing technological excellence 

“in house” as much as possible. 

You will hear some people say that 

Pirelli has given up and taken refuge 

in the safer and more comfortable 

harbour of the telecommunications 

market. Not only is this not true, but 

the stimulus that we actually get from 

8

PARTNERSHIP 

being also in the telecommunications 

market is to strengthen, not to weaken, 

our commitment to research in the most 

advanced frontiers. 

And it is from this that the opportunity 

to gain a strong and long-lasting 

competitive advantage and a greater 

value creation ability derives. One should 

also say, however, that this value has to be 

protected. The management of industrial 

property rights is an indispensable 

complement of the management of 

research, for the protection of the 

business and for the protection of the 

shareholders. 

It is certainly no easy thing to put a 

structure in place to govern patenting: 

one needs specific competencies, 

professionalities, the ability to grasp the 

very essence of an innovation, something 

that often not even the researchers and 

the designers themselves can do. 

In Pirelli and in Telecom Italia we 

have entrusted the task of organizing this 

structure to another of our talents, Pier 

Giovanni Giannesi, a true and proper 

“patent advocate”. He is the author of 

a valuation method considered to be 

among the absolutely most advanced 

in the world and which allows us to 

establish how likely an invention is to be 

of interest to others, the likelihood of it 

being imitated and, once patented, of our 

winning an infringement suit. 

At the moment Pirelli ranks first in 

Italy in the number of national patents 

filed. During the last ten years alone 

these were over 7.100, 5.000 of which 

are “still alive”. An enormous wealth. 

The industrial innovation effort we are 

making is leading us with ever greater 

frequency to the frontiers of chemistry, 

physics, the science of communications, 

engineering. 

We need the universities and their 

talents, as much in terms of research as 

in terms of new skilled human resources. 

We need to establish relations of cooperation 

and partnership. There isn’t a 

country in the world that belies this selfevident 

truth: universities and companies 

are the unsubstitutable linch-pin around 

which any winning team revolves. 

Pirelli-Continental joint venture 

Striking 

a Cord 

in Rumania 

Pirelli and Continental finalise a joint venture for the production 

of steel cord in Slatina, Rumania 

T 

he 80% Pirelli 20% Continental 

joint venture will 

invest up to 40 million euro 

over the next three years in the production 

of 30,000 tons of steel cord a year. 

The factory will be located in Slatina, 

Rumania opposite the Pirelli facility 

making power and telecom cables and 

next to the recently announced new 

Pirelli tyre plant. 

Continental has a 

tyre-making operation 

in Timisoara, 

which produces 

about 25,000 units 

a day. The unit will 

begin deliveries to 

customers in mid- 

2005, less than 

nine months after 

the acquisition of the land on which it 

is to be built. 

The investment is the first by the 

Pirelli Tyre Sector in south-eastern 

Europe, a region in which steel cord 

demand is now growing fast and is 

almost double that of current local 

production. 

Cord Rumania is the latest start-up 

initiative by Pirelli Steel Cord BU, 

as well as the consolidation of a long 

standing business partnership with 

Continental, one of the fastest growing 

players in the tyre market today. Pirelli 

began making steel reinforcement 

material for tyres in Figline Valdarno, 

Florence, in 1962. Ten years later, a 

joint venture was set up at Merzig in 

Germany, together with Dunlop and 

Continental, now a 50% Pirelli and 

50% Conti consortium. 

Today, the business unit is made up 

of four manufacturing units, with the 

addition of the two cornerstones, one 

in Sumarè, Brazil, 

in 1983 and the 

other in Izmit, 

Turkey, in 1987. 

About 50% of the 

Sector’s total steel 

cord output is now 

sourced from these 

last two plants. 

Pirelli Steel 

Cord is a business 

unit with a total consolidated revenue 

expected to total just over 220 million 

euros in 2004 - 10% up on the previous 

year - has 1,400 employees and 

accounts for a 7.6% share of the worldwide 

steel cord market: that makes it 

the third largest free market player in 

the commodity. 

The above average return on investment 

by the business unit in recent 

years has been built on a basis of a consistent 

strategy of product innovation, 

strong customer focus and cost management. 

In an industry with a moderate 

but relatively consistent growth rate 

9

of about 5% a 

year, the logic 

of self-financed 

growth and 

selective investment 

is the driver 

with which 

to sustain cash 

generation and 

profitability 

in the years to 

come. 

The new initiative is part of a fiveyear 

commercial agreement between 

Pirelli BU Steel Cord and Continental 

that not only covers supplies from the 

new joint venture, but also from the 

existing undertaking in Germany, as 

well as supplies to North and Latin 

America. 

The consumption of steel cord 

in south-east Europe is growing at 

an annual two digit rate and will be 

supported in the future by investment 

from a number of major tyre manufacturers 

: Michelin has 

also recently announced 

a solid investment 

plan to expand current 

operations in the city of 

Zalau, Rumania. 

Lastly, the technically 

qualified and highly cost 

competitive business 

environment is making 

it possible to accelerate 

investment payback and 

to self-finance a large 

portion of it from as 

early as the second year 

of operations. 

Among the most 

important factors 

that have to be dealt 

with when facing the challenge of 

establishing a new factory are time 

and financial sustainability of strong 

growth. The Steel Cord BU believes 

the translation of these considerations 

into results passes through the application 

of some basic principles, which 

are: 

• modular growth: the final configuration 

of the factory is not the only 

important point; it is fundamental to 

consider how to get there while making 

sure investments are timed as closely 

as possible with cash returns; 

• complexity minimisation: limited 

start-up product range and process 

alternatives. Limited number of transformation 

steps, at least in the early 

phases; 

• strong project teamwork and 

priority management: product and 

manufacturing, purchasing and engineering, 

all resources that will become 

involved in the problem solving 

activity. Enthusiasm and the will to 

achieve are key; 

• kernel factory team development: 

quality and skills of the resources in 

the field not only make the difference 

to the start up phase, they also condition 

the future development of the 

company and its ability to withstand 

the challenges 

of large, highly 

sophisticated 

industrial 

customers. 

A careful 

study of the 

A computer rendering of how the plant modular steps 

will look once completed. as well as leverage 

on conso- 

Below, two workers during the apprenticeship phase. 

lidated competences 

has allowed the compression of 

a start up time from the traditional 18 

to about nine months. The long- established 

presence of Pirelli Cables in 

Rumania has made a significant difference 

to the steel cord project, not 

only in terms of logistical support and 

knowledge of the local environment, 

but it has also organised the selection 

and hiring process. Training the 

labour force means taking advantage 

of an extremely well tuned training 

programme, designed to sustain the 

growth of the Izmit steel cord factory 

in earlier years. 

Apart from activities 

connected to the continuous 

monitoring of project 

development versus planned 

milestones, the single 

most important factor that 

minimises the risk of delay 

is the quality of resources, 

their motivation and specific 

technical skills. 

The most experienced 

resources in the Steel Cord 

BU team have enjoyed the 

opportunity of working on 

more than one green field 

initiative in recent years: 

they include Turkey, Brazil 

and several turnkey 

projects in China and Bielorussia. 

Blending past experience with new 

resources and enthusiasm will stand 

a good chance of proving that the 

promise can be delivered: certainly, 

nobody in the BU will be able to complain 

about having a boring job over 

the next few months! 

by Italo Natali, Slatina, Rumania 

10

EVENTS 

Debut of the 26-inch Scorpion Asimmetrico 

Legends 

of Las Vegas 

Pirelli chose the internationally renowned SEMA Show 

in Las Vegas to present the press with its new UHP 

product of 26’’ diameter 

Roberto Boccafogli reports from Las 

Vegas, USA 

T 

he car world – and to some 

extent motorcycles – were centre 

stage once more at the 2004 

SEMA Show in Las Vegas. “The SEMA 

Show does not exhibit what is ‘useful’ to 

the motor industry”, explained Peter Mac- 

Gillivray, vice-president of SEMA, “but 

everything that automobile technology 

can or could desire”. So the SEMA Show 

is more than just a motoring salon, more 

than a rich, imaginative, vast exposition 

of a product, varied and diversified like 

the car itself and will ever more be so. 

“Today’s consumers increasingly base 

their choice of car on a vehicle able to 

accept the most advanced new developments 

in terms of performance, spare 

parts, electronics, wheels, tyres, suspension”, 

added the vice-president of the 

organising committee. 

Over 100,000 staff in attendance. 

Almost 2,000 exhibitors scattered along 

the invisible line 

that links the major car manufacturers 

with the decorator of theme 

clothing, the producer of tail lights of any 

shape, size or colour. One hundred and ten 

thousand square metres of exhibits enclosed 

in stands that increase in number year 

after year, and which were not enough to 

accommodate everyone at the 2004 show. 

That was confirmed by the dozens of cars 

on display at the roadside under a Las 

Vegas sky, fortunately without a suggestion 

of rain. 

Pirelli also played its part in this cross 

between an exhibition and show business. 

And, given that the “Long P” logo evokes 

a legend that goes beyond the actual United 

States market, with its roots deeply 

embedded in an idea of all-Italian performance 

and competitiveness, balanced 

between a heroic past and a present of 

great Ferrari and Maserati success, that is 

why interest has been so extremely high. 

On the Pirelli stand, next to the increasingly 

extensive Planet Zero range, with 

its P Zero and Scorpion Zero for cars and 

SUV-light trucks respectively, but always 

in the spirit of Ultra-High Performance, 

Las Vegas marked the world debut of the 

new, 26-inch diameter Scorpion Zero. A 

true UHP, the Scorpion Zero Asimmetrico, 

as confirmed by the world speed record for 

pick-ups set by a Dodge RAM SRT10 on 

the tyre last winter. A tyre which, on those 

enormous 26-inch rims, confirms, even 

magnifies its performance capabilities 

and resistance to stress which, on the cars 

that fit wheels of those dimensions, can be 

nothing other than extremely high. 

The new 26-inch tyre exists to fit real 

rims and real vehicles, withstanding 

the stress imposed today 

on large sizes in performance 

and the weight of vehicles 

in movement. Confirmation 

of that will come in 2005, 

when the 26-inch Scorpion 

Asimmetrico becomes available 

in Europe, the first tyre 

of such dimensions to be sold 

on a regular basis for the SUVs 

of the old Continent. 

But the SEMA show also thrives 

on the fascination of associations: Pirelli 

at the side of Ferrari and Maserati, for 

instance, has maximum appeal in the 

States, which will, in fact, see that synergy 

also reflected on the race track. But 

another association that achieved great 

success in the exhibition halls of SEMA 

was the one between Pirelli and Ford, who 

are celebrating 40 years of the legendary 

Mustang. Almost half a century old, but 

no way does the car look it: living proof 

that the stupendous American car has lived 

unscathed, in fact has been reinvigorated 

in terms of fascination, through dozens 

of re-stylings and modernisations. Pirelli 

and Ford invited some absolutely exceptional 

guests to the event in honour of the 

Mustang: the Beach Boys, a true icon of 

West Coast music. Time passes for all of 

us: even for this legendary group, which 

has helped almost two generations to sing 

and dream. But their fascination does not 

diminish, quite the reverse. Ford knows 

that and so does Pirelli. It is the future, just 

around the corner. 

11

THE CAL 

“O Espirito do Brazil” 

The 2005 

Pirelli Calendar 

“The Pirelli Cal is the world’s 

most prestigious calendar. 

It is pure art” 

Patrick Demarchelier, photographer 

“Every image is a graphic 

portrait, classical but at the 

same time modern, 

exalting the beauty 

of the female body” 

Douglas Lloyd, art director 

12

Opposite page: Cover (Adriana Lima); from left to right: January (Julia Stegner), February (Michelle Buswell), March (Erin Wasson). 

Above: April (Adriana Lima), May (Marija Vujovic), June (Fillipa Hamilton). Below: July (Julia Stegner), August (Liliane Ferrarezi), 

September (Valentina). Next page: October (Diana Dondoe), November (Isabeli Fontana), December (Naomi Campbell). 

T 

he setting is Rio de 

Janeiro, Ipanema beach. 

The subjects are 12 of 

the most beautiful models of the 

moment. The result is the Pirelli 

2005 Calendar, the creator Patrick 

Demarchelier, a world-renowned 

photographer. Rio de Janeiro was 

chosen as the metropolis that, as 

Naomi Campbell says (appearing in 

The Cal for the third time) “reflects 

the Brazilian people’s energetic and 

positive spirit”. 

In the calendar, Demarchelier has 

grasped and assimilated the spirit 

of Brazil (‘O espirito do Brazil’ is 

in fact the title chosen for the backstage 

film) and of Rio de Janeiro, a 

city dominated by strong contrasts. 

His black and white photographs, 

investigate the most mysterious 

aspects of the models of the “Pirelli 

Cal 2005” seeking out the invisible 

source of their allure. Alongside 

Naomi Campbell (who made her 

debut at just 16 years of age in the 

1987 Calendar by Terence Donovan, 

returning in 1995 for the one 

by Richard Avedon) are Fillipa 

Hamilton and Isabeli Fontana (photographed 

earlier by Bruce Weber 

for the 2003 edition), Adriana 

Lima, Diana Dondoe, Erin Wasson, 

Euguenia Vodianova, Julia Stegner, 

Liliane Ferrarezi, Marija Vujovic, 

Michelle Buswell, “Valentina” and 

Valeria Bohm. This is truly an international 

event with three Brazilians, 

two Americans, one Russian, one 

Montenegrin, one Romanian, one 

Swede and one German. 

Demarchelier’s masterly use of 

13

light, strong contrasts and striking 

portraits are quite the opposite of 

Nick Knight’s imaginative and 

highly coloured calendar of last year. 

The Pirelli 2005 Calendar therefore 

marks a return to the traditional 

technique of black and white photography 

that also characterised the 

calendars by Arthur Elgort (1990), 

Peter Lindberg (1996), Richard 

Avedon (1997), Bruce Weber (1998) 

and Herb Ritts (1999). 

The French photographer uses 

a personal technique that ensures 

the immediacy of the result, taking 

direct positive shots on Polaroid 

film. His photography stands out 

for its capacity to apply the most 

sophisticated studio techniques to 

spectacular, luminous locations, 

creating images that are fluid and 

at the same time immersed in nature. 

Demarchelier has chosen two 

particular locations to immortalise 

his muses and to re-create in the 

open, the environment of the photographic 

studio: a dune on the beach 

and the luxuriant garden of a colonial 

house. The elegance and fresh 

spontaneity of the young models 

give the pictures a sense of expression 

and natural beauty, in line with 

the exuberance of Brazil. 

The result is a truly unique version 

of the Pirelli Calendar, made 

up for the first time of 22 pages. 

The Calendar closes with a lively 

collage of shots “stolen” by the 

great photographer in a famous Rio 

discotheque, during the party that 

concluded the shooting. 

Always attentive to detail, 

Demarchelier chose the model’s 

clothes with particular care. These, 

he comments, “confer elegance and 

an aura of mystery and emotion on 

women”. Intriguing and sensual, the 

garments were specially designed 

to underline contrasts and geometrical 

lines. Standing out amongst 

the clothes worn by the models 

is the Pirelli Pzero line, to which 

Demarchelier dedicates his August 

portrait. 

Patrick Demarchelier 

Patrick Demarchelier was born in 

1943 in a suburb of Paris, France. At 

17 years old he was given a camera, 

and discovered his true calling. To pay 

for the cost of film and developing his 

photos, he worked for two years in the 

basement of a photo shop in Le Havre, 

learning everything there was to know 

about developing techniques and photographic 

paper. Later he moved to Paris, 

where he found work as an assistant 

in the black and white laboratory of 

Publicis. The first tough impact with 

professional reality came a few years 

later, when he presented his photos to 

the Art Director of Elle who rejected 

his work out of hand. But he persevered, 

and three years later it was the magazine 

Elle that commissioned a photograph 

from him for the cover which, out of 

negligence, was published without his 

name. He opened his first studio 1975 

in New York and from 1992 to May 

2004 was the leading photographer 

for Harper’s Bazaar. Celebrated in 

the pages of the most important international 

magazines, Demarchelier is 

undoubtedly one of the master fashion 

photographers of our era. His work has 

been published in the American, British, 

French and Italian editions of Vogue, in 

Mademoiselle and Glamour and other 

magazines around the world including 

Premier, Life and Rolling Stone. 

He has been responsible for major 

international advertising campaigns 

for brands such as Chanel, Calvin 

Klein, Revlon and Lancôme, The Gap, 

Gianni Versace, Giorgio Armani, Elizabeth 

Arden and many others, alongside 

many television campaigns. His talent 

can also be recognised on the album 

covers of records by stars such as Janet 

Jackson, Billy Joel, Madonna and Quincy 

Jones. 

In 1989 Princess Diana asked him 

to portray her, becoming her official 

photographer and the first non-Briton 

to photograph the Royal Family. 

14

THE CAL 

The 2005 Cal launch in Brazil 

Girls from Ipanema 

Photographed on the boundless beaches of Ipanema and Copacabana, the Pirelli Calendar 

turns 40 with grace, beauty and vitality in Rio de Janeiro 

Salvatore Ricco reports from Rio de 

Janeiro, Brazil 

I 

t 

was just a few minutes to 

midnight on 18 November when 

fireworks erupted and lit the 

Brazilian night sky as if it were day. 

A magnificent display to mark the end 

of a gala dinner in Rio 

de Janeiro, preceded by 

the world premiere of 

the 2005 Pirelli Calendar. 

The pyrotechnic 

magic was a symbolic 

salute from the carioca 

city to “The Cal”, never 

more closely linked to 

its urban host than with 

its new edition. 

Rio, the megalopolis 

that never sleeps, a city 

that “reflects the energetic 

and positive spirit 

of its people” – words 

and music by Naomi 

Campbell, star of the 

month of December 

and, after the 1987 and 1995 editions, 

appearing in her third Pirelli Calendar 

– is practically everywhere in the 2005 

edition: first of all in the collection of 

22 black and white shots by the French 

photographer Patrick Demarchelier 

and particularly in the cover, which 

portrays Brazil’s own, splendid Adriana 

Lima in a sash of black lace on the 

beach at Ipanema, with the celebrated 

Corcovado at her back. Brazil is also 

the protagonist of the emotional backstage 

film of the creation of the 2005 

Cal’s pictures, entitled symbolically 

“O espirito do Brazil”, as well as at 

of the launch ceremony in the name 

of beauty and of a country with which 

Pirelli has enjoyed a happy marriage 

for over 75 years. “Pirelli - an Italian 

journalist and long time resident in 

Rio told us - enjoys a great reputation 

in Brazil. Everyone knows and 

thinks highly of the company here. It 

Patrick Demarchelier with some of the Calendar’s models at 

the press conference in Rio. 

is so well integrated with the social 

fabric of the country that much of the 

population thinks Pirelli is a Brazilianbased 

firm”. 

There is also a lot of the “Espirito 

do Brazil” in the stars of “The Cal”, 

in which Demarchelier devotes a further 

nine portraits for the first time, in 

addition to the cover and traditional 

12 monthly photographs. Four of the 

models – among them Adriana Lima 

and Valeria Bohm (“Garota TIM 

Brazil 2005”) - are Brazilian, and 

appear together with two American 

girls, two Russians, a Montenegrin, a 

Romanian, a Swede and a German. A 

stupendous gathering of international 

beauty, photographed by the masterly 

Demarchelier with his own technique 

that guarantees pictures of tremendous 

immediacy by shooting directly in 

positive on a Polaroid plate. The setting 

is extremely effective, with the elegant 

beauty of the models’ 

bodies in direct contact 

with nature, among the 

dunes and on the beach 

of Ipanema, mythical 

object of the famous 

Joao and Astrid Gilberto 

song, and the luxuriant 

garden 

of a typical 

colonial-style 

house. The 

elegance and 

fresh spontaneity 

of the young 

models give the 

photographs a 

natural expressiveness 

completely 

i n 

character with the 

exuberant land of jazz samba. 

In fact, it was the Brazilians led by 

Adriana Lima and dressed by Pirelli 

P Zero, who were the hostesses of the 

launch ceremony, lending their added 

touch of elegance to an entire Thursday 

18 November. After a number of days 

of rain, Rio awakened on the 18 th to 

a threatening sky, but it could not ruin 

the festive atmosphere created by the 

late spring temperature, the contagious 

energy of the city and the anticipation 

of the launch itself. An atmosphere 

packed with glamour, folklore, fun 

15

AWARDS 

and imagination: like the street sellers 

of souvenir Copacabana plaques, who 

extended their sales offer to tourists 

with a celebratory targa bearing the red 

Pirelli logo on a yellow background. 

More than 200 journalists travelled 

to Rio from all corners of the earth 

to attend the press conference for the 

new edition of the legendary Calendar 

at the Copacabana Palace, one 

of the most exclusive hotels on the 

celebrated carioca beach. The opening 

gambit could be nothing other than an 

electrifying, 13-minute backstage film 

portraying the beauty of the models, 

the art of Patrick Demarchelier and 

the vibrant life of Rio de Janeiro. Then 

came the interactive part, during which 

a self-effacing Demarchelier answered 

journalists’ questions with few well 

chosen, effective words. “The Pirelli 

Cal” - he said in answer to one writer 

- “is the most prestigious calendar in 

the world: it is pure art”. 

After a quick brunch, the press went 

off to write their stories and then changed 

for the “gran finale”: the gala dinner 

at the Copacabana fort, from which the 

Brazilian army defended the shores of 

Copacabana and Ipanema - the two beaches 

symbolic of the 2005 Cal - from 

assault by foreign armadas. 

Over 500 people representing the 

leaders of business, finance and international 

journalism took part in the event, 

which was presented by the fascinating 

(and extremely tall….) Brazilian model 

Anna Hickmann. The highlight of the 

evening was the backstage film, which 

immersed all of those attending in the 

creation of “The Cal” during a hot and 

lively Rio in May. 

The dinner was followed by some 

Brazilian rhythm and then by the 

closing fireworks display. After the 

tribute to Rio, the Pirelli Calendar 

bid its guests goodbye until next time. 

But the location, names of the models 

and photographer of the 2006 edition 

are still top secret: the only certainty 

is that “The Cal” will continue to be 

the cult object it has been for the last 

40 years. 

Italy, Australia and Canada award Pirelli 

Prizes 

all over 

the world 

Pirelli receives recognitions for its ability 

of creating value through innovation with 

the “Best Innovator” award and for its presence and industrial 

achievements with the “Italy-Canada Investaward” 

and the “Azienda Italia Award” 

W 

ith an industrial and 

commercial presence in 

many countries of the 

five continents, Pirelli 

is a pure multinational 

company: at the same 

time, it is firmly rooted 

in any national market 

it operates, with very 

strong ties with local 

communities. This role 

has been for more than 

a century a core element 

of Pirelli culture, 

along with the ability 

of creating value and 

excellence through 

innovation. These two 

important aspects of 

Pirelli’s system of values have been 

recently awarded in three different 

corners of the world. 

Italy: “Best Innovator 2004” 

In Italy, Pirelli Tyres was awarded 

the “Best Innovator 2004” prize 

– organized by the consulting firm 

A.T.Kearney in partnership with Confindustria, 

the organization of Italian 

entrepreneurs – for “the excellence 

of integrating different dimensions 

of innovation”. The prize is a further 

recognition for Pirelli’s advanced 

technologies and in particular to 

MIRS (Modular 

Integrated Robotized 

System) and to innovative 

mixing room 

CCM (Continuous 

Compound Mixing), 

which allow for significant 

reductions both 

in lead time and costs’ 

production of high 

performance tyres, 

while at the same time 

increasing flexibility 

and products quality. 

“The Group - Francesco 

Gori, Managing 

Director of Pirelli Tyres Sector 

commented - aims at excellence 

both in processes and products, not 

being satisfied of current standards. 

Innovation allows to create value for 

customers and Company, which – in 

order to success – must foster and stimulate 

creativity and speed not only 

in Research and Development activities”. 

Among the latest innovations 

patented by Pirelli the Tyre Sector, 

could be mentioned X-Pressure – the 

16

system which allows to monitor tyres 

pressure every six seconds sending 

data to a display on central car 

console – and SWS (Safety Wheel 

System), a solution that re-inflates a 

motorcycle’s tyre in the case of either 

a puncture of loss of air pressure. 

Antonio Capristo of Pirelli Power Cables and Systems Australia 

Pty Ltd receiving the “Azienda Italia Award 2004” in Sidney. 

Canada: “Italy-Canada 

Investaward 2004” 

In Canada, Pirelli received the 

“Italy-Canada Investaward 2004” for 

its commitment and its investments in 

the country. Pirelli has been in Canada 

since 1952: in the country, the Group 

has invested about 30 million Canadian 

dollars and at present employs 

350 persons. The Investaward – at 

the second edition – has been promoted 

by the ICE (Italian Foreign 

Trade Association) and Team Italia 

(an organization of Italian companies 

and managers in Canada), under the 

auspices of the Italian Ambassador 

in Canada Marco Colombo, in order 

to develop bilateral investments. The 

initiative gives each year a prize 

to two companies, an Italian and a 

Canadian one, for their investments 

in the other country. The award ceremony 

was held in the Ritz-Carlton 

Hotel in Montreal, with the presence 

of more than 120 Italian and Canadian 

entrepreneurs. The prize – the so-called 

“Team Italia Sculpture”, a bronze 

sculpture with a marble basis realized 

by the artist Silvio Mastrodascio – 

was delivered to Paolo Bazzoni, CFO 

and Vice President of Pirelli North 

America. For the Canadian side, the 

Investaward 2004 was received by 

Bombardier. 

Australia: 

“Azienda Italia Award 2004” 

Pirelli’s excellence has been also 

awarded in Australia, where Pirelli 

Power Cables and Systems Australia 

Pty limited has received the prestigious 

“Azienda Italia Award 2004”, 

within the category “large business”, 

for its “incontestable contribution 

to Italian-Australian relations”. 

Organized by the Italian Chamber of 

Commerce and Industry in Australia 

(ICCI), under the auspices of the 

Italian Ambassador in Australia Dino 

Volpicelli, the award is open to Italian 

companies who have been in business 

longer than a year and recognizes 

companies or individuals who have 

substantially contributed to fostering 

of relations between Italy and Australia 

in 2004, taking in account not 

only the volume of business but also 

the image of Italy presented. Beside 

the high quality and excellent profile, 

Pirelli Power Cables and Systems 

Australia has been also awarded 

for some successful local power 

cable projects such “Telfer Mine”, 

“Woolnorth Wind Farm” and “Anzac 

Frigate” Australia’s Navel ships. The 

26 th Gala Ball award ceremony was 

held in Sydney, in the presence of 

Sandra Nori, Australian Minister for 

Tourism, Sport and Recreation and 

a sell out crowd of more than 500 

people featuring the who’s who of 

Italian personalities and companies in 

Australia. Pirelli Cables and Systems 

Australia, established in 1975, currently 

employs about 500 people 

and supplies power cables for the 

major Australia Utility Companies. In 

Australia, Pirelli’s Energy Cables and 

Systems unit is realizing at present 

the longest submarine power link in 

the worlds history between the states 

of Tasmania and Victoria, for a total 

length of 295 kilometers. 

P.W. 

17

INNOVATION 

New generation photonics 

Tunable Light Rays 

DTL is the new photonics buzzword. It is a laser, which will bring greater efficiency, 

flexibility and manageability at low cost to telecommunications networks 

A 

brand new generation of 

photonics products is being 

created by Pirelli Labs. The 

first will revolutionise the world’s great 

telecommunications networks and is 

about to move out of the Pirelli Labs’ 

“white rooms” and onto the market. 

Its task? To make those networks more 

efficient, flexible and manageable – at 

low cost. 

This new Pirelli technological breakthrough 

will be of enormous benefit 

to the end user: families and businesses. 

These new generation photonics 

products mean people will be 

able to obtain an increasingly 

pure signal and greater band 

width, providing them with the 

conditions necessary to exploit 

all the potential and services 

offered by the world of telecommunications. 

The first magnum opus 

of this second generation of 

photonics patented by Pirelli 

is the Dynamically Tunable 

Laser (DTL), a laser that can 

be tuned to a TLC optical fibre 

network and use software to rapidly 

modify the length of the wave on which 

signals are transmitted. 

Thanks to this new laser, a telecommunications 

operator’s infrastructure 

will no longer be forced to mechanically 

change the position of components 

used for transmitting an optical signal. 

The first laser in the world with such 

technical characteristics, Pirelli’s DTL 

can do the job normally carried out 

by more than 100 fixed lasers on its 

own, with a significant saving in cost 

and management expenditure. ”The 

first ‘pieces’ of the laser will be on 

the market by the end of this year. Our 

target is represented by the principal 

producers of the world’s telecommunications 

systems” says Mauro Sacchetto, 

Managing Director of Pirelli Telecom 

Systems, the business unit of Pirelli 

Cables and Systems Telecom, set up to 

commercialise photonic solutions and 

home networking products developed 

by Pirelli Labs. 

To better understand the real contribution 

made by the tunable laser technology 

introduced by Pirelli, it is important 

to start with the current situation. Fixed 

lasers used in telecommunications 

networks today emit light on only one 

single frequency and wavelength. But 

various luminous radiations on diverse 

frequencies can travel and be used on 

an optical fibre, so the real breakthrough 

would be to have a generator able 

to produce all those different radiations 

on its own. And that is exactly what the 

tuneable laser does. It works rather like 

a radio transmitter, which can be tuned 

into the various frequencies. 

To develop the laser, Pirelli Labs 

researchers turned to nanotechnologies, 

working on a special surface with a silicon 

base called a “hollow mirror”. And 

it is in that mirror that the essence of the 

new development resides. 

“By applying the various potential 

differences, in particular, one can vary 

the index of refraction of its surface, 

therefore modifying the conduct of 

the electromagnetic waves that hit it,” 

explained Pierluigi Franco, head of 

Pirelli Telecom Systems’ photonics 

products. “The result is that the mirror 

acts like a selective filter, opting only 

for a number of determinate 

frequencies and channels”. 

So this surface enables the 

laser signal to be tuned to 

all the required frequencies. 

The laser, patented by Pirelli, 

can be used across the entire 

spectrum of ITU frequencies, 

the international telecommunications 

standard, and it is 

able to guarantee an extremely 

high level of purity of signal 

and stability of frequency. 

The tunable laser takes 

advantage of the innovative impetus 

and expertise of Pirelli Labs’ nanotechnologies 

to reduce the complexity and, 

above all, management cost of telecommunications 

networks, especially 

useful in times of investment contraction 

by the sector’s operators. The use 

of the most advanced technology to 

guarantee flexibility, simplicity and 

containment of costs is the stimulus 

behind all Pirelli’s new photonics 

products, for which a ‘bright’ future 

is predicted. 

by Salvatore Ricco, Milan 

18

HI-TECH 

The evolution of technology in the European car industry 

The Driving Force 

of the Future 

Pirelli, Brembo, FIAT, STMicroelectronics and VolksWagen present their hi-tech projects 

to the financial community at an international meeting in Monza 

T 

he European automotive industry 

is in a position to play 

a leading role in the world’s 

competitive scenario in the years to 

come, due to the technological knowhow 

of the principal companies in the 

field and the development of projects of 

mutual interest in the quest to innovate. 

That fact emerged from the “Technology 

on the Move” meeting, organised by the 

company Intermonte Sim at the Monza 

Autodrome to inform the Italian financial 

community of the evolution of technology 

within the European car industry, 

analysing scenarios and opportunities. 

Some of the sector’s top companies took 

part in the event, among them Pirelli, 

Brembo, FIAT, STMicroelectronics and 

VolksWagen, all of whose research and 

development activities bring important 

technological innovations for the car of 

the future to the marketplace, able to 

improve driving quality and safety. Pirelli’s 

spokesmen at the meeting were Maurizio 

Boiocchi, Product Director R&D, 

and Roberto Boccafogli, Motorsport 

and Product Communication Manager. 

They underlined the excellence of the 

company’s research and development 

activities in the tyre sector. Pirelli, in 

fact, is continuing the development of its 

tyre of the future: it is a tyre that will be 

ever more “intelligent”, able to interact 

with the electronics and dynamics of a 

vehicle, which will be safe and fast to 

produce. Moving in that direction are tyre 

production process innovations like the 

MIRS(Modular Integrated Robotised 

System) production method and the innovative 

CCM (Continuous Compound 

Mixing) room, which significantly reduce 

the launch time of “top-of-the-range” 

tyres, and product innovation, such as the 

run-flat Eufori@, which will continue to 

operate safely at zero air pressure. On 

the safety front, Pirelli recently patented 

X-Pressure, a system able to check each 

tyre’s pressure data every six seconds and 

transmit that information to a display on 

the vehicle’s dashboard. In collaboration 

with Brembo, Pirelli has developed its 

recently announced SWS (Safety Wheel 

System), which ensures the automatic 

re-inflation of a motorcycle’s tyres in the 

case of a puncture or a physiological fall 

in pressure. 

The commitment of Fiat Auto to the 

technological improvement of the car is 

aimed as a priority at the environment, 

safety, sustainable mobility and driving 

pleasure, said Paolo Massai of the company’s 

engineering and design division. 

The increasing amount of attention paid to 

the environment translates into the reduction 

of emissions with a view to meeting 

ever more severe European limitations 

of the future before they are imposed, 

and the reduction of fuel consumption 

without penalising performance. 

The car sector, which accounted for 

about 14% of STMicroelectronics’ turnover 

in 2003, a 22% increase over 2002, 

has always been a major challenge for the 

microelectronics industry, for which the 

world of the car is particularly difficult. 

This is due to the extreme high and low 

temperatures in which the industry’s 

products must operate, the not infrequent 

sudden changes in fuel feed and levels 

of vibration that must be endured. The 

products of ST are principally devoted to 

the control of the engine and instrument 

systems, ignition and injection circuits, 

airbags, anti-slip braking systems, multiplex 

cabling and alternator regulation. 

But the electronic content of the car is 

A tests drive with Pirelli tyres on the Monza track. 

constantly increasing and many other 

systems in which ST is the recognised 

leader have today become part of the 

equipment of every vehicle. 

The meeting was followed by test drives 

of cars, including the new Fiat Panda 

4x4, Alfa Romeo 156 Crosswagon and 

Lancia Musa, plus the 2003 world rally 

championship-winning Subaru Impreza 

ST1, fitted with Ultra-High Performance 

tyres from the Pirelli Planet Zero range. 

P.W. 

19

TYRES 

T 

he Pirelli Group has been 

using SAP software as an 

enterprise resource planning 

system since 1997, and became one of 

SAP’s official partners, providing tyres 

for its company cars since 2000. 

The software giant currently employs 

over 30,000 people worldwide, of whom 

around 12,000 work at its head offices 

in Germany. To motivate its highly 

qualified employees and create bonds 

of loyalty, SAP offers all the members 

of its staff who have been with it three 

years or more a company car within the 

framework of a special model. Given 

that the majority of employees take 

advantage of this offer, SAP runs a 

fleet of around 7,000 cars in Germany 

alone. Employees are free to choose the 

make of car they would like, so almost 

all well-known tyre manufacturers fit 

their products to the fleet. SAP attaches 

Tyres and software 

Moving in 

Fast on SAP 

It takes one to know one: the software giant 

SAP and Pirelli move much closer together 

in the interests of service, safety and sales 

The Pneumobil SAP Station in St. Leon-Rot, Germany. 

special importance 

to the subject of 

tyres, to ensure the 

highest standards 

of safety. So the 

company fits only 

premium tyres to 

its cars. Because of 

the German climate, 

winter tyres are 

prescribed for all 

cars during the cold 

season. The result 

is a large demand 

for new tyres and tyre services. 

SAP and its fleet of vehicles used to 

work exclusively with three tyre and 

wheel partners, among them Pirelli. In 

April 2004, the SAP fleet manager visited 

Pirelli’s factory at Höchst in Germany’s 

Odenwald and saw the MIRS 

production unit. There, he realised just 

Pneumobil 

The Pirelli tyre trade subsidiary in 

Germany currently runs 72 tyre and service 

centres and has most of its premises 

in the important cities of Hamburg, Hanover, 

Düsseldorf, Frankfurt and Stuttgart. 

To ensure the penetration of the Pirelli 

brand in Germany and, in particular, 

to increase the volume of business with 

large fleets of cars, the company aims to 

increase its presence on the basis of the 

‘St. Leon-Rot’ model. 

how much Pirelli and SAP are high-tech 

companies in their respective fields and 

that they should work together in the 

long term. 

Given that Pneumobil - Pirelli’s 

tyre trade subsidiary in Germany - , 

did not have a base in the vicinity of 

SAP, it became necessary to find suitable 

premises. Despite an intensive 

search, there were no existing building 

available. So it was decided to find an 

investor, who either had land or could 

buy it - plots near SAP are extremely 

expensive and there are few available 

– and was prepared to build a tyre and 

service centre there for Pneumobil. 

On completion, Pneumobil would rent 

the building, rather than make a direct 

investment. 

After a suitable partner had been 

found for the project, a contract was 

signed in June 2004 and the project’s 

approval process was instigated. The 

aim of the agreement was to erect 

a functioning centre by the end of 

October, and that is how it turned out. 

The centre has been fully operational 

since 1 November 

and the final 

interior fittings 

were installed 

in mid-month 

. The grounds 

and the building 

complexes of 

SAP at the main 

sites in Walldorf 

and St. Leon-Rot 

are impressive: 

together with 

other businesses 

located in the 

area they make 

up a small SAP 

City. Now, the 

SAP City team is looking forward to 

the arrival of the software company’s 

cars – between 1,000–1,200 of them 

in the remaining weeks of the year 

- and numerous private and business 

customers from the region, to whom 

the new centre is also available. 

by Michael Schwoebel, Germany 

20

CHARITY 

What’s in a greetings card 

A Christmas Tale 

Beams from a candle lit more than 400 years ago throw their light down the centuries and 

across the world, to illuminate a restored serenity of life 

E 

ach year, Pirelli sends a card 

of Christmas greetings to its 

customers all over the world. 

But when we met back in October to 

choose the illustration for this year’s, 

the child hostage tragedy in Beslan, 

North Ossetia, was still painfully 

present. That evening, like many 

people, we left a candle bur 

on our windowsill to light 

way to the angels. 

So, a candle had to app 

on the card. There had to 

a candle. I don’t know wh 

Perhaps it was a vague recol 

lection shrouded by the mist 

of time. But I seemed to 

think William Shakespeare 

had spoken of a candle somewhere. 

But in what? I set about looking for 

clues. These days, an obscure thought 

like that can soon be tracked down 

with Google: so I tapped out the 

words Shakespeare + candela (yes, 

in Italian) and the first of a thousand 

results that came up on 

his beams… If there had to be Shake 

speare and a candle in this Christmas 

card, that was the perfect phrase. 

But in which of Shakespeare’s works 

did that line appear? None. It wasn’t a 

tragedy and it wasn’t a play. The sentence 

was there on its own: “how far 

that little candle throws his beams…so 

shines a good deed in a weary world”. 

Signed William Shakespeare. The first 

part was enough for me: it stood up on 

its own, even without the good deed in 

a weary world simile. 

Now for the photograph. I turned for 

help to our friends at Children in Crisis, 

the humanitarian organisation that 

Pirelli has been pleased to support for 

many years. I asked for their cooperation 

in finding us a picture that spoke 

of a little serene pain, perhaps after a 

crisis, but suggesting the will to overcome. 

The choice was not a difficult 

one: the photograph selected itself. 

ul, chatting 

g rice, even 

miling. One 

wearing 

a veil, 

a noth er 

a lmost 

londe. Varshed 

nails. 

wouldn’t 

ear to it, 

it looked 

the girl in 

middle had 

to apply 

blue eye 

w… 

those chiof 

Kabul, 

there is all the serenity of 

life restored, as if to say there is no 

lasting crisis, you just need the will 

to put it all behind you. There are 

no learned admonitions of a virtuous 

life, no sombre reflections on the ills 

of the world. None of that, just three 

little girls able to laugh, because the 

bogeyman has gone away. 

How far can this little candle throw 

its beams? Like our friends at Children 

in Crisis, we are sure they can 

be thrown a really long way. Happy 

Christmas. 

by Daniele Pirola, Milan 

21

CULTURE 

La Scala rises the curtain again 

A Beautiful 

New Legend 

The Teatro degli Arcimboldi hosted La Scala’s productions as the grand old theatre underwent 

reconstruction. Now the latter has reopened and both theatres will have a new life 

A 

fter a 36 month 

restructuring 

project, the Teatro 

La Scala del Piermarini 

has reopened. The opera 

season was inaugurated as 

scheduled on 7 December, 

with a performance of 

Antonio Salieri’s “L’Europa 

Riconosciuta”, conducted 

by Riccardo Muti. 

The municipal authorities 

of Milan have given the 

famous theatre back to the city 

with no fewer than 214 more 

seats. Directed by architect Mario Botta, 

the reconstruction work was carried out 

on a site of incredible dimensions for the 

heart of Milan: 18,000 square metres of 

floor space and 180,000 square metre of 

volume. The theatre has been converted 

to the needs of modern productions and 

new standards of constructional safety 

have been introduced. 

The new Teatro della Scala infrastructure 

offers numerous advantages: it 

includes the ability to stage 30% more 

productions and to accommodate double 

the number of season ticket holders. 

Moreover, new, diversified formulae 

such as mini and weekend subscriptions 

have been introduced, which will help 

put the theatre within the reach of a new 

audience segment. And the programme 

of productions “will be worthy of its 

best traditions”, artistic director of 

the Divisione Scala, Mauro Meli has 

promised. 

The futuristic shape of the Arcimboldi Theatre in Milan, 

designed by Vittorio Gregotti. 

But the extensive restoration has not 

been fully completed. Performances will 

be given in the refurbished theatre from 

December to January, and the remainder 

of this season will be staged at the Teatro 

degli Arcimboldi in the Bicocca area, 

as has been the case for the last two 

years.. The Teatro degli Arcimboldi 

started to become a reality in 1996 with 

the decision to create within Progetto 

Bicocca a structure that could host La 

Scala productions and permit a high level 

of such events to continue to be staged, 

while the historic home of Milan opera 

underwent restoration. The result was the 

creation of Vittorio Gregotti’s project, an 

avant-garde building, especially from the 

acoustic standpoint, with 2,400 seats. 

The Teatro degli Arcimboldi was built in 

a record time of 27 months at a total cost 

of 55.5 million euros, of which 20 million 

was born by the Milan City Council and 

35.5 million by the Pirelli Group. The 

price of a seat in the stalls 

is among the lowest in the 

world, at little more than 

23,000 euros. Not only 

that: the theatre is also 

the only contemporary 

construction able to boast 

a proscenium of 12 x 16 

metres and has a total 

surface for its productions 

of no less than 11,000 

square metres. “We 

have built a new grand 

theatre for music in 

Milan in record time”, 

affirmed Marco Tronchetti 

Provera, “The Teatro degli Arcimboldi 

is the result of collaboration between 

the Milan City Council, Pirelli and La 

Scala: a joint effort, to give Milan an ever 

more European dimension in a sector 

in which it already excels: the offering 

of music”.During its first operational 

year, 165 performances of ballet, opera 

and concerts took place in the theatre, 

and attendance was without precedent: 

the auditorium was always at least 

90% full, resulting in a total audience 

of 320,000 members of the public. The 

Bicocca venue has added a new public 

to the traditional following enjoyed 

by La Scala: a matter of considerable 

satisfaction. Pirelli hopes that the future 

musical offerings of La Scala can be 

performed in a number of theatres, 

including the Arcimboldi, to make 

Milan an increasingly important point of 

reference on the European musical front. 

L.A. 

22

TESTS 

Accolades from the top German car press 

Winning 

the Winter Oscars 

Germany’s three top motoring magazines vote Pirelli’s Winter Sottozero 

the best tyre of its kind – bar none 

T 

yre tests are part of the German 

car magazines’ standard 

fair. While most of the 40 

motoring publications run at least one 

tyre test a year, only the major titles 

employ their own ex 

such tests, which usua 

new and innovative 

products from 

renowned manufacturers. 

In doing 

so, the magazines 

even under the harshest of conditions. 

Auto Motor und Sport’s testers became 

fully convinced of the capabilities of the 

innovative Pirelli winter tyre, giving it 

the highest score in a 

can be more fully appreciated on the 

German motoring organisation’s web 

site www.adac.de. All of which is a 

summary of why Pirelli Winter Sottozero 

was developed to – be depenin 

all winter conditions. 

ally, the new Winter Sottozes 

the only tyre among the top 

ucts identified by ADAC and 

o Motor und Sport to achieve 

a top ranking in the 

winter 

tyre test 

assess a tyre’s performance on test 

circuits and at winter locations under all 

conceivable conditions, much like the 

testing carried out by Pirelli itself. 

Three of the most popular German 

magazines recently tested Pirelli’s new 

Sottozero winter tyre, which was designed 

to provide optimum performance, 

competitors they exhaustively 

tried (issue 21/ 

2004). The publication 

rated the Sottozero the 

the test and issued an overall verdict 

“Highly Recommendable”. 

In another recent winter tyre test 

conducted by ADAC Motorwelt, the 

results of which were published in the 

October issue, the Sottozero also gained 

a “Highly Recommendable” accolade 

and three stars, ADAC’s highest 

possible rating. The testers found the 

new Pirelli to be “very good on snow as 

well as in the dry and wet” their verdict 

carried out by the Cologne-based Auto 

Zeitung (issue 21/2004), impressively 

confirming the results of the other 

publications. That rating earned an 

Auto Zeitung buy recommendation for 

the Pirelli Winter Sottozero - right at the 

beginning of its very first season. 

P.W. 

23

STRATEGY 

World Brief 

Second FH85 

Amaranto size in production 

The Truck Tyre Business Unit has 

begun the production and sale of a 

second size of the FH85 Amaranto 

at the Settimo Torinese plant, where 

the entire range of the new tyre will 

be made. The range was launched in 

Naples in April and size 295/80 R 22.5, 

with which the BU intends to cut itself 

a slice of the grand tourer bus market, 

went on sale in May. Now the 315/80 R 

22.5 is in production, confirmation that 

the FH85 Amaranto is about to start earning 

a share of the long distance truck 

market. It is a product that will introduce 

the high performance concept to such 

vehicles, the merit of SATT technology, 

which extends a number of MIRS production 

phases to truck tyres. 

Metzeler riders become 

2004 motorcycle champions 

of Italy - in all categories 

Metzeler riders with Pirelli have won 

the 2004 Superbike, Supersport and 

Superstock Italian Championships, a 

remarkable achievement. The three 

championships were earned by constant 

commitment, a great deal of willpower 

and non-stop determination. The architects 

of this string of successes are the 

technical service of Racing di Guglielmetti 

and the Racetec, a new Metzeler 

tyre developed to help set faster lap 

times. Metzeler’s 2004 title winners 

are: Cristiano Miglioratti, the new Italian 

600 Supersport Champion, Luca 

Conforti winner of the 1000 cc Superstock 

title and Alessandro Melone, now 

the 600 Superstock Champion. 

Racetec Drift: the new reference 

standard in supermoto tyres 

Following the launch of the Racetec 

roadracing tyre in early 2004, Metzeler 

introduced its newest member of the 

Racetec family at Intermot 2004 – the 

Racetec Drift. World championship 

supermoto riders contributed to the 

development of this new racing tyre 

that is tailored to the special demands 

of supermoto racing competition. On 

straights or tight turns, the Racetec Drift 

enables every supermoto rider to obtain 

maximum performance. 

The Racetec Drift is the perfect slick 

to achieve an ideal balance between the 

three decisive supermoto racing parameters: 

grip, handling, and drift control. 

The Metzeler Racetec Drift features an 

innovative contour that clearly differs 

from the Racetec. This new contour 

gives riders extremely precise, razor 

sharp handling and a perfect feedback 

of contact feeling at any lean angle. 

Even in extreme situations, the Racetec 

Drift ensures maximum forward thrust 

with outstanding drift control. This 

level of performance is achieved by 

using two different compounds for the 

front and rear tyre. 

Metzeler RACETEC DRIFT’s most 

important features: 

• New type of racing compound, 

different for front and rear wheels, ideal 

for perfect control of drift and extreme 

braking maneuvers. 

• Special tyre contour for rapid changes 

of lean angle, optimum drift control 

and first-class feedback. 

• Tire structure with 0° steel belt 

and first-class damping characteristics 

makes it possible to tune the bike to any 

type of track layout. 

The new Racetec Drift will be available 

from January 2005 in sizes 120/75 R 

420 NHS TL, 120/70 R 17 NHS TL and 

160/60 R 17 NHS TL. 

WORLD 

The quar terly international newsmag a zine 

for Pirelli man age ment 

OCT-DIC 2004 - NO 41 

www.pirelli.com 

Published by Pirelli & C. S.p.A. 

Direzione Comunicazioni Esterne 

Editor Fabio Magrino 

Assistant Editor Livia Armellini 

Editorial Consultant Robert Newman 

Artwork Y&R Communications, Milan 

Photo: p.22 Marco Brescia - Teatro alla Scala 

Printed by Arti Grafiche Meroni, Milan 

24

Merry 

Christmas 

and 

Happy 

Year New 

W RLD

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