Low blow for all art and photography fans: due to the current health emergency, the Italian car company Pirelli has decided to cancel the creation and the launch of the next year historical calendar.
However, the 100 thousand Euros dedicated to the project will be donated for the research and the fight against coronavirus, which in these weeks touched Milan, the city where the company is based. Besides, the employees of the company helped Sacco hospital in Milan with a fundraiser last week.
Next year probably Pirelli won’t boast the pubblication of the iconic and long-awaited shots, as they did in 1967 and between 1975 and 1983 due to the oil crisis.
Since 1994, the company has invested so much in the project ‘The Cal’, which became a cult object and made a trend. First of all, thanks to the expression of the most famous photographers, the project ‘The Cal’ communicates to the whole world the close link between craftsmanship and new technologies.
Besides, well-known faces from the world of entertainment, sport and art partecipated in it.
Actually, the calendar has never been put on sale, but given to Pirelli customers and VIPs.
Last year, Italy boasted the first Italian photographer in the Pirelli calendar’s history: Paolo Roversi. For the occasion, faces like Emma Watson and Kristen Stewart took the role of Juliet’s Shakespearean character, posing between Verona and Paris in May 2019. “Looking for Juliet”, this is the name of the project proved to be worthy of expectations (here all the official shots //pirellicalendar.pirelli.com/it/home). That’s why, it was necessary to cancel the realisation this year.
The negotiations with the photographer and the chosen interpreters, not yet announced, have been interrupted and therefore postponed untill a future date: “We will get back to work at the right time, together, with those who were by our side today in the project” said in a note the executive vice president and CEO Marco Tronchetti Provera on March 24th.
Our hope is that, once again, the genius of art will win and that the project will be made and made public in favor of the universal message of beauty. This is what the world needs now.
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