"Rubber soul – aesthetics and technique in step with fashion" is an original exhibition, curated by the Fondazione Pirelli, which will be staged at Milan’s Triennale Museum from 21 June to 24 July with free admission. The exhibition is a sequence of testimonials and images relating to the technology, innovation and communications that Pirelli has applied to the clothing sector. It covers more than a century of history and custom, always from the perspective of research applied to materials and processes.

An absolutely innovative way to examine clothing as a history of customs and style, and as an element of change in society: advertising sketches by the greatest graphic artists and photographers of the 20th century (Munari, Mendini, Grignani, Scopinich, Noorda, Mulas, and others), accompanied by multi-media installations created by the leading video-installation studio “N!03”. A mix of history and contemporary culture, historic images treated with the most innovative multi-media techniques, in a series of installations which, beginning with the first “rubberized” clothing products, recount the evolution of industrial design and the most technologically sophisticated materials applied to clothing: raincoats, capes, bathing suits, but also soles and heels, elegant and functional objects. The images were original and innovative then. Innovative today, the multi-media language used to convey symbols, dreams and the future. The common trait: the most sophisticated technology.