Where form meets function

The iconic Italian brand Pirelli opened its first flagship store, Pirelli Corso Venezia, this week in Milan. The two floor, 1,500 square meters location designed by Renato Montagner, brings together all the facets of the “P. Lunga” brand (the long P logo synonymous with Pirelli) under one roof. According to Chairman Marco Tronchetti Provera, “fashion and industry go hand in hand and the new Pirelli space aims to underline this link and renew it.” The PZero collection that ranges from footwear and clothing to skateboards and bikes; F1, yachting, football and vintage cars showcases the different aspects of the company’s diverse history.

Story at photography: Joy Yoon for

Read and see more from the Pirelli Flagship store opening in Milan after the click.

For those who only equate Pirelli to tires and calendars, the idea of their 4 million Euro venture into fashion may be a surprise, but those who are familiar with the company’s rich 140-year history, fashion has always been an integral part. From raincoats to rubber soles to jackets and even swimsuits once modeled by actress Marilyn Monroe, Pirelli has been a part of style world for over a century. It now moves to position itself in retail with a space that strongly echoes the ideas and innovations of the Pirelli brand.

Pirelli also focuses on sustainability in the design of the store by using systems and materials to minimize environmental impact and energy consumption. This is emphasized by the tire tread carpet and store’s lighting system, which was specially designed by an Italian firm known for its energy-saving light sources.

The store features the PZero line ranging from men, women, and children, a bespoke sneaker area, a robotic stockroom keeper, the first tattooed Diablo Rosso II tire for a Ducati Diavel by artist Scott Campbell, as well as limited edition items featuring collaborations with luggage company Valextra and hat company Borsalino. -Joy Yoon

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