21 giugno – 24 luglio 2011
This exhibition centres on rubber as a material and relates of its industrial uses and of Pirelli’s research and development, through advertising that accompanied changes in Italian society from the beginning of the 20th century to the present day.
A virtual ball is the signifier of rubber’s own essence and reminds us of the very ancient origins of its use.
The architectural design is conceived as a single video sculpture and the ball bounces in every direction, playing with our perceptions and triggering events that animate the walls, floor and ceilings.
The exhibition opens in a long corridor with extrusions that form some sort of playground for the virtual rubber ball. Rubber tells us of its elastic properties and surprising versatility.
In the following exhibition space,a Munari advertisement projected onto the floor fills with words t falling from the surrounding walls. Further on, rain spatters on the beautiful images of the Mulas advertising campaigns. In the third room visitors are visually immersed in the sea: swimmers dive down f above our heads surrounded by original images of a young Marilyn Monroe and highly coloured sketches.
The exhibition ends with an interactive installation where visitors can play with the ball, now projected on to the floor, until it is sucked back onto the wall to trigger images of a dreamlike world populated with characters to which it transmits its properties and allowto do incredible things.