Touring Club Italiano and Pirelli: crossing paths “on the road”

In the 1949 novel that defined the Beat generation, “On the Road”, Jack Kerouac wrote, “There was nowhere to go but everywhere, so just keep on rolling under the stars”.

Or – we might say – just keep leafing through the pages of “Rivista mensile del Touring Club Italiano”, to travel all over Italy, across its countless beautiful sights and rich history.

Touring Club Italiano and its monthly magazine were established in 1894 in Milan; initially, their mission was to popularize cycling as an ideal means for tourism in the peninsula, to “enjoy Italy’s historical, artistic, and natural heritage”. The founders described this heritage as an “irreplaceable patrimony that must be passed on to future generations”.

Thus, Touring Club’s attention focused on Italy’s road system, in an effort to develop it and improve the quality of the streets.

Pirelli, now a leading tire manufacturer in the world, has always been “on the road” too. Founded in Milan in 1872, it originally made various kinds of rubber products; it patented its first bicycle tire in 1897, and started selling car tires in 1899.

Touring Club and Pirelli were bound to cross paths sooner or later. The first covers of “Rivista mensile” (which would merge into the periodical “Le Vie d’Italia” in 1921) tell the story of that wonderful encounter.

Photos via:
http://www.gbreda.it/touring_new/index.php

June 1909

May 1910

May 1911

June 1912

June 1913

April 1914

Rivista Mensile del Touring Club Italiano Pirelli luglio 1914

July 1914

Rivista Mensile del Touring Club Italiano Pirelli gennaio 1915

January 1915

Rivista Mensile del Touring Club Italiano Pirelli giugno 1915

June 1915

Rivista Mensile del Touring Club Italiano Pirelli ottobre 1915

October 1915

Rivista Mensile del Touring Club Italiano Pirelli aprile 1916

April 1916

Rivista Mensile del Touring Club Italiano Pirelli agosto 1916

August 1916

Rivista Mensile del Touring Club Italiano Pirelli ottobre 1916

October 1916

Rivista Mensile del Touring Club Italiano Pirelli gennaio 1917

January 1917

Rivista Mensile del Touring Club Italiano Pirelli luglio 1917

July 1917

Rivista Mensile del Touring Club Italiano Pirelli ottobre 1917

October 1917

Rivista Mensile del Touring Club Italiano Pirelli marzo-aprile 1918

March-April 1918

Rivista Mensile del Touring Club Italiano Pirelli novembre-dicembre 1918

November-December 1918

Rivista Mensile del Touring Club Italiano Pirelli luglio-agosto 1919

July-August 1919

Rivista Mensile del Touring Club Italiano Pirelli luglio 1920

July 1920

Rivista Mensile del Touring Club Italiano Pirelli luglio 1921

July 1921

WEEKLY POSTCARD

Most Read

The Great War Museum: history at high altitude

Author: Barbara PalladinoTranslation by Michelle NebioloOn the top of the Marmolada, at 3,000 meters of altitude, you’ll find the Marmolada Great War...

Palazzo Giordano Apostoli: neo-gothic inspiration

Palazzo Giordano Apostoli is located in Sassari’s central Piazza d’Italia. It was built by will of Giuseppe Giordano Apostoli in 1877, in...

Move To The Top takes you to the roof of the Dolomites

Author: Barbara PalladinoTranslation by Michelle Nebiolo On 4 July 2020, the cableway to Malga Ciapèla will re-open. Its short,...

Tenute La Montina, the realm of Franciacorta

Author: Barbara PalladinoTranslation by Michelle NebioloTenute La Montina is located in Monticelli Brusati (BS), in the north-east of Franciacorta, next to an ample...