In this Brand Special episode of Beautiful Legacy we explore how Pirelli manufactures one of the most technical and overlooked components of modern mobility: the tyre. And yet, over more than a century, it became something far greater than a rubber manufacturer, it became a cultural institution.

This Brand Special explores how Pirelli positioned itself at the intersection of engineering and art. From early poster commissions with illustrators such as Marcello Dudovich and Fortunato Depero, to the disciplined modernist influence of designers like Massimo Vignelli and Bob Noorda, Pirelli treated graphic identity as serious work.

The episode then turns to the Pirelli Calendar - a bold cultural gesture that commissioned photographers including Helmut Newton, Richard Avedon, Annie Leibovitz, and Peter Lindbergh, transforming a technical manufacturer into a patron of contemporary image-making.

Through advertising philosophy, motorsport credibility, and sustained cultural patronage, Pirelli proved that even the most industrial product can carry artistic weight.