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00:25Pininfarina
00:28Pininfarina
00:29It's already this name that...
00:30It's music
00:32Pininfarina is a genius
00:35Modernity
00:36Innovation
00:37And the Italianness
00:39Definitely timeless cars
00:41The style par excellence
00:44Aesthetics
00:45And function
00:47Always elegant
00:48Simple
00:49May you age well
00:50A spasmodic attention to detail
00:54Creativity
00:55Expertise
00:56Classicism
00:57The Italian taste
00:58Which comes from thousands of years of history
01:20In the twentieth century, the automobile was one of the most exciting phenomena, the most evocative of freedom and of the economic condition achieved.
01:32Of beauty
01:33For Italians, the car has always represented freedom of movement.
01:37It has always been an object of worship, a state symbol, an object of desire.
01:42It's what allows you to go to places where it's impossible to move.
01:54To create a jewel, you need the right eyes, many hours of work, and a lot of dedication.
02:01It takes people who work, who shape the car.
02:05All cars were made by hand.
02:10It is the story of those who were once called panel beaters, those who with their hands took care of the sheet metal
02:18the first car bodies did not have road tax.
02:22From a sheet of metal or an aluminum foil they used a special hammer to iron out a shape and then put it on
02:31all these pieces together like a tailor making a tailor-made suit.
02:36And here the bodywork was made and applied to the chassis, to the frame.
02:45In the beginning, cars were a chassis and were shaped with the experience and creativity of craftsmen.
02:50Later, however, they are studied and designed.
02:54Nowadays we call them designers, but back then they were called draftsmen.
03:06The luckiest ones had a 4-meter long drawing board to make a 1-1 scale drawing.
03:13The pencil they kept here in the ear began to make sketches on the paper.
03:20Something unique came out of the pencil.
03:24Car bodies necessarily have to be different and eye-catching.
03:28It seems incredible how there are only seven notes and yet the music is so unmistakable from one another.
03:34Even in this field, our creativity always manages to find that extra touch.
03:46Italy has always given car manufacturers around the world a hard time.
03:54We have always been that small region of the world but with so much creativity.
04:03Men like Giovanni Agnelli Senior, Benso Ferrara, Ferruccio Lamborghini, Scaglietti, Giugiaro, Bertone, Zagato and many other names
04:15they are the ones who created the Italian myth, the Turin myth.
04:20In Italy, the equation "car equals Turin" applies.
04:25From here, hives of machines start out and spread throughout Italy.
04:30They go all over the world.
04:31Turin identifies itself as the city of the automobile because large-scale industry was born in Turin.
04:39Historically, it all started here and grew from here.
04:45Turin is certainly one of the world's Motowns.
04:49In Europe, Turin and Paris were the large cities with the highest number of automotive companies.
04:55Because Turin is an extraordinary city where there is industry, there is design, there is creativity, there is
05:03'it's engineering.
05:04There were many areas that contributed to the creation of this unique school.
05:16Small workshops are born that support large-scale industry
05:23but they also allow them to develop their own creative needs.
05:33Giovanni Battista Farina was born in Cortanze in the province of Asti in 1893, on November 2nd.
05:41Battista was nicknamed Pinin because in the Piedmontese dialect
05:46Pinin means the last of the brood.
05:48Many people believe that it is the diminutive of Joseph and indeed Saint Joseph
05:53Many people send him flowers, making him furious because my father hates celebrations.
05:57Pinin had humble, poor origins; his father and mother were a peasant couple who emigrated to Turin.
06:06The character of the young Pinin is evident immediately.
06:09He was very strong, very intelligent, very demanding of himself and of others.
06:14He started his business working with his brother.
06:17But it was him, at only 17 years old, who concluded a deal with Fiat
06:23for their collaboration in the construction of the type zero, a torpedo version, as they called it, a cabriolet.
06:33The test consisted of making a radiator
06:37to compare it with those offered by other body shops.
06:42Lawyer Giovanni Agnelli, the founder of Fiat, urges us to say which one we choose.
06:47and Pinin bluntly says
06:49If I may say so, in my opinion it's the best because I did it.
06:52With this joke he won the sympathy of the Fiat president
06:57which then assigned the order for the zero cabriolet to the Farina body shop.
07:03Pinin had a 360-degree vision of the automotive industry
07:11which was built by personally informing himself from A to Z.
07:16In 1920 he went to the United States on a refresher course.
07:21to see the car prophets who were working on mass consumption
07:25and managed to get a meeting with Ford
07:28who had installed the assembly line in all his factories
07:33and thus he had managed to achieve production volumes that no one had previously managed to achieve.
07:39And Ford saw Pinin's talent as a designer, as a coachbuilder,
07:43he gave a great speech about bodywork and then offered him a job.
07:47Pinin refused, saying he prefers to be the owner of four cats.
07:51than an official in a large company like his.
07:54And he returned to Italy.
07:56In 1928 Pinin became general manager of his brother's company
08:00but he wants to start his own business.
08:02He founded his body shop in 1930
08:05and it's called Carrozzeria Pinin Farina
08:08so Pinin goes from being a nickname to the name of a company and a brand.
08:14Get started now with a branch in Turin on Corso Trapani
08:17with 150 employees that will already become 500 before the Second World War.
08:23Among his supporters is Vincenzo Lancia
08:27a person who has a great influence on him.
08:29who, among other things, is one of the minority shareholders of the Pinin Farina body shop.
08:33For him he immediately creates an aerodynamic shape
08:37which was presented at the Paris Motor Show the following year in October 1931.
08:43From the same period these two lambda spears
08:46different but completely coherent.
09:00After only three years in 1936 a notable conceptual breakthrough.
09:05Under the influence of a new attention to aerodynamic theories
09:09The Aprilia Berlinettas were born and took part in numerous races.
09:13Battista Farina said he was inspired by the wind
09:18that shapes the forms and makes them perfect.
09:22A feature that is part of its design from the first lines that are drawn.
09:28It has always been a central element in the design of his cars.
09:32The Lanciastura is the queen of the 1930s supercars
09:36a car with a V8 engine that left its mark.
09:41A truly elegant burst of style and design
09:46as it was in those years, as it was right for Lancia
09:50but Pinin Farina interpreted that moment in an exceptional way
09:54and so this is an absolute statement.
09:56His clients are naturally extremely wealthy.
10:00people who can afford luxury cars.
10:03They've made cars for presidents, they've made cars for kings, they've made cars for pop stars.
10:12If we look at the first advertisements, it says luxury and grand luxury cars.
10:171939, World War II begins.
10:25During the Second World War, Pinin Farina, like many other industries in Northern Italy
10:29it is converted into a war industry.
10:31During the resistance, Pinin came into contact with the partisan groups of the Asti area.
10:36supporting them with materials and means.
10:40He had helped the partisans during the war but didn't talk about it often.
10:44Through various vicissitudes, moving the sheds from one side to the other
10:50manages to survive, to keep the workers in business and then manages to start up again immediately in 1945.
11:00Immediately after the war there was a form of embargo against the losing countries in the world conflict, including
11:06'Italy.
11:07Then Italian companies were not invited to the Paris Motor Show in 1946.
11:16The Paris Motor Show was certainly the most important motor show in the world,
11:21the main place where people came to learn about new industrial products
11:27and here Pinin Farina demonstrates his genius as an entrepreneur.
11:32Anyone would have given up, anyone but my father, my father says we are not, and we are going anyway.
11:39Pinin and his son Sergio set off for France with two of their beautiful cars,
11:46the Alfa Romeo 6C 2005 Sport and a Lancia Aprilia Cabriolet.
11:52It was a difficult journey, it's long Turin-Paris, we arrive there with the cars intact
11:58and every morning we left the Hall before six in the morning,
12:03we parked the cars, no one disturbed us because everyone was asleep at that time.
12:08And all those who went to the Salon when they entered and when they left
12:12they saw these wonderful cars rejected but no less worthy of attention.
12:19Of course, it makes the news, they get noticed because the cars are beautiful.
12:22A popular success, a media success and also a commercial success.
12:26Orders arrived from people who appreciated these products.
12:30Pinin Farina was invited by the director of the Salon to visit the same
12:34and it was basically a way of apologizing to the person, not so much to his national affiliation,
12:41assuring him that from the following year it would never happen again and nothing like it ever happens again.
12:48The attention we aroused with that thing, with that initiative was perhaps greater
12:55of what our participation in the Salon would have aroused.
13:01Everyone was talking about it, even the newspapers were talking about it.
13:09It's an anecdote that has remained in the history of the automobile.
13:14In his memoirs Pinin will write
13:16For me, the war was as if it had ended that day.
13:22The celebrations for the teams in Paris are short-lived.
13:26Already on the eve of Christmas 1946 a fire destroyed the factory.
13:31Plants and prototypes go up in flames, but Pinin doesn't lose heart.
13:36and after two months production returns almost to normal.
13:39The founder had a vision of creating a company that could impact the sense of beauty.
13:48Pininfarina is the creative coachbuilder who started it all and is the master.
13:54We were all inspired by this talent.
13:58In my opinion, Pininfarina style has a great historical capacity which is elegance.
14:03The great balance of the proportions of the cars.
14:06A management of shapes that rewards modelling above all.
14:10Volumes and surfaces rather than ornamentation and frills.
14:14Pinin's obsessive attention to detail is famous.
14:17He has a rare aesthetic sense and eye for style and functionality.
14:21For example, an episode is told in which he was not satisfied with the hood of a car
14:26he hit her with a hammer.
14:27A notorious perfectionist with an exceptional vision of style and elegance.
14:34He had a magic touch which was also expressed when giving directions to those working on the body shop,
14:41to the panel beaters.
14:45There is an anecdote that tells of the precision of the construction of a prototype that was supposed to go to a motor show.
14:52It had been brought to Pininfarina for evaluation and approval.
14:58He looked at it, turned around, looked at it again, then said
15:03No, you need to reduce the rear by one millimeter on the right and one on the left.
15:09The workers, thinking that he would not notice, did not perform the operation.
15:13So when he came to see her, thinking that the operation had actually been performed,
15:18he said
15:19I was wrong, I still have to tighten it another millimeter to the right and another millimeter to the left.
15:26This literally maniacal precision then generated Pininfarina's many masterpieces.
15:34One of the cars that marked a transformation of the automobile is the Cisitalia 202.
15:42This.
15:50Its distinguishing feature is its simplicity.
15:54An essentiality of lines and volumes that cannot fail to strike even today.
16:03A sort of anteliteram of the Italian Gran Turismo.
16:06After Cisitalia, the car is something else.
16:16It completely revolutionized the design paradigm of the time.
16:20Because it is the first car that truly incorporates in a single form essentially all the elements that were previously more
16:26or less juxtaposed, added.
16:30There are details that we still find today in many of the most celebrated cars.
16:38The concealed handles.
16:41The curved glass.
16:43At the time, technology didn't allow you to curve around the windshield like you do today.
16:49The big idea was to cut it in two.
16:52Pininfarina got very angry when they told him
16:54But how? All the windows have vertical glass.
16:58But the windows don't move.
17:01The shape of the car dresses the speed.
17:07There are many small details that have made that car still considered a masterpiece of design today.
17:15It is the first automobile ever to be exhibited in a modern art museum.
17:20In fact, one of the specimens has been at the MoMA in New York since 1951.
17:25And it is for the Cisitalia 202 that the director of the then design and architecture department Arthur Drexel coined the
17:35'expression Rolling sculpture.
17:37A sculpture in motion.
17:41Between the 1950s and 1960s, Pininfarina created eye-catching masterpieces.
17:46Just to give two examples.
17:47The Aurelia B20 which even won the Mille Miglia.
17:50And the 1955 Alfa Romeo Giulietta Spider that marked an era.
17:56The 1954 Florida marked a decisive turning point in Pininfarina style.
18:01Pininfarina himself explains the other features of his Florida II.
18:07The other outstanding feature of this car is this line which is completely different from all those that were made
18:18ten years ago.
18:19A completely revolutionary line.
18:24Dictated not for a stylistic question but for a question of space requirement.
18:34The transition from the artisanal phase to the industrial phase occurred immediately after the Second World War.
18:40You may have heard of the famous 1960s, the years of prosperity during the Italian, European, and global economic boom.
18:52Italians' desire for mobility led the company to evolve towards a more industrial context.
19:00So no more luxury and very luxury cars for the few but certainly very beautiful cars but for
19:08a very, very large audience.
19:12The collaboration with Peugeot is an example of this. The first, the 403 of 1955, is the first Peugeot that will be
19:20produced in one million copies.
19:23The off-road market remains but at the same time the era begins in which coachbuilders produce special versions
19:31like the Coupés and Spiders specifically for a manufacturer.
19:35A factory was built specifically to produce Alfa Spiders.
19:42The Alfa Romeo Duetto represents another cornerstone of the history of the Italian automobile.
19:49This is also a car that best expresses the essence of Pininfarina.
19:54It's a car that looks at history.
19:56Alfa Romeo President Giuseppe Luraghi announces a competition for the name.
20:00The name Duetto was chosen from among the many proposals because it is the one that best symbolises the two-driver journey.
20:08and passenger.
20:09Unfortunately, the name Duetto will not be used officially for legal reasons because it has already been registered by a company.
20:16However, for the collective imagination it remains Duetto and moreover its fame was consecrated the following year by Dustin Hoffman
20:24that guides it in the film The Graduate.
20:27Pinifarina models are not just cars, they are objects that make you dream, icons of style and elegance that
20:34they then also become protagonists in films.
20:37Her Nashili appears in 1951 in a legendary film by Billy Wilder, Sabrina, an icon of style and elegance that
20:44helped create the Audrey Hepburn fashion.
20:48In 1962 it was the turn of the Aurelia B24, protagonist of the overtaking with Vittorio Gasman and Trintignan.
20:54Following these films, the success increased and marked the expansion of the Pinifarina name abroad and
21:03in America.
21:04But Pinifarina's success is not limited to the world of entertainment, it also reaches rulers and presidents.
21:10The presidential Lancia Flaminia was a special car built by Pinifarina which was adopted as the official car of the president of the
21:18Republic and debuted in 1961 wanted by the president Giovanni Gronchi on the occasion of an official visit of Queen Elizabeth II
21:26'England.
21:27The car does not stop only in the need that we all have to move, but to say who we are, what we want,
21:36what we want to represent.
21:37He represented fashion, he represented costume, he represented style and Pinifarina was one of those who contributed to
21:45this automotive iconography, in short, from the twentieth century.
21:49It was an extraordinary period in the history of the automobile. Among the rising figures of that era was Enzo Ferrari.
21:56Ferrari.
22:02Ferrari and Pinifarina wanted to meet, they wanted to work together.
22:07Both were very proud people, who had a reputation in their world.
22:13In those years my father represented a small company and Pinifarina was a cruiser by the name of who in Turin
22:22supplied the big companies of the time.
22:25No one wanted to make the first move to get closer to the other.
22:29Pinifarina didn't want to come to Maranello and my father didn't want to go to Turin to ask the favor.
22:33Anyone who knew Ferrari knows that Ferrari was also a person who did what he wanted.
22:38It was a bit of a game between very strong personalities.
22:41So my husband cut it short and found a way to make them meet halfway.
22:49I got in the middle and it was one of the things that brought these two people together and
22:56to provoke a meeting.
22:57The meeting in Tortona. They met in this restaurant.
23:01They were two people more or less the same age, they were two people who loved cars,
23:06They were two people who were always looking to the future, always doing something new.
23:12They tuned in very well I would say.
23:14Ferrari was in love with my father.
23:17My father was in love with Ferrari.
23:19They immediately began talking confidentially about the programs.
23:23What machine do we make immediately?
23:27I don't even remember eating.
23:30The collaboration began, but a harmony also certainly began between the two people.
23:36It is an episode that tells very well about the Italy of reconstruction,
23:40made up of entrepreneurs who personally measure themselves with a lot of commitment and a lot of action.
23:47A meeting that led to a friendship that was to last over time
23:53and above all it had to offer me the opportunity to have well-appointed Ferraris.
24:03I believe that meeting was the basis for everything that happened and developed afterward.
24:12I remember that on the way back, in the car, my father told me
24:20"Do you take care of the Ferrari?"
24:24And I said, “What?”
24:32At the beginning with Ferrari it was a bit tough because having this kid around,
24:38then little by little I would say that first I conquered it with my commitment,
24:44after maybe even a little with the quality of the work.
24:47In the end I felt like a son, he gave me his arm, I took it
24:52and it was a truly affectionate attitude, unforgettable moments.
24:58The project for a new Ferrari was born from some ideas for my father,
25:04of performance and technology for Pini Farina in design and style.
25:10There was a project, I presented it to him and he outlined it in two words,
25:16he criticized him through judgments rather than actual suggestions.
25:21And then together with Pini Farina we chose.
25:24There were more artists, more designers making proposals.
25:29They were almost like paintings with watercolors, with the lights and shadows of a three-dimensional object.
25:36From there we began to build a model,
25:39first on a small scale and then on a 1 to 1 scale like a real car.
25:44They represented the evolution of all the details.
25:48Even a centimeter makes a difference.
25:51We have produced beautiful machines that age well.
26:01The history of their collaboration is very long.
26:04Infinite models.
26:06We start from the 212 Inter, there is the whole history of the 250 GT
26:10and then we move on to the Dino, the Testa Rossa, the F40.
26:17The F40 is an anomalous Pini Farina.
26:20This spoiler integrated into the rear immediately caused some scandal
26:24because an attack in such a form had never been seen before.
26:28This large, perfectly designed wing reminds me of a Doric temple in a nutshell.
26:35it is the essence of Pini Farina's classicism.
26:38In 1969, in collaboration with Ferrari, Pini Farina created the Formula 1 Sigma.
26:44It is a prototype that aims to suggest and solve major security problems
26:50which the Formula 1 single-seaters had at the time.
26:53to protect the pilot from any damage.
26:57It had 7-8 safety innovations that were later developed for series production.
27:04The split chassis could keep the driver and his cockpit separate from the engine in the event of an accident.
27:14And on top of that, there was the automatic fire-fighting system, so it was truly a pioneering machine.
27:22In 1970 Pini Farina designed the Ferrari Modulo, a concept car that never went into production,
27:27but which immediately became an icon in terms of style and design.
27:32It was a dream car, something never seen before.
27:37An absolutely futuristic car made of two lines, two lines only, the essentiality.
27:44To this day it is considered one of the most ingenious prototypes of automotive creativity.
27:52So much so that 50 years later he found himself the protagonist of a postage stamp.
27:57With the missions of that stamp we were going to celebrate a car that was the point of reference,
28:03the starting point for an entire generation of designers.
28:06The relationship with Ferrari is obviously a privileged one, but over the years Pini Farina also worked with Maserati, BMW, Rolls-Royce
28:15Royce.
28:15He also collaborates with Fiat, which is obviously the major industry in his city.
28:20Worth remembering are various models, from the 124 Sport to the 130.
28:24The symbol of a Fiat that could produce important cars, cars with high-performance engines, of
28:31luxury.
28:32A magnificent car, very beautiful, interpreted magnificently by Pini Farina.
28:37The Fiat 130 Coupé is a gigantic car, huge, immense, heavy.
28:43The standard 130, the sedan, was already beautiful. The Coupé is an extraordinary car.
28:521961 was a pivotal year in the history of Pini Farina.
28:56President Gronchi, by decree, allows Battista to change his surname to Pini Farina.
29:01The event was greeted with great joy and emotion.
29:06During his career Pinin received several honors.
29:10The President of the Republic at Audi appoints him Knight of Labor.
29:13And he receives the Legion of Honor from French President Charles de Gaulle.
29:17And the honorary degree in architecture from the Polytechnic of Turin.
29:22On the occasion of the inauguration of the 105th academic year of the Polytechnic of Turin,
29:27the award ceremony for the honorary degree in architecture took place
29:31to Knight of Labor Battista Tinin Farina, brilliant architect of the automobile.
29:36He is credited with creating a completely new style in the field of bodywork.
29:40And its models and innovations, studied and adopted throughout the world,
29:44they left their mark on an entire era,
29:47not only in the industrial field, but above all in the costume field.
29:59It has always fascinated me that the founder,
30:02who created a company now celebrated throughout the world,
30:04in the last part of his life, he decides to leave the reins of the company
30:10and to set off on a six-month journey,
30:14around the world,
30:16to seek beauty.
30:24Then Eisenhower comes down and tells me
30:26why did she take this trip?
30:30So I told and I said
30:32that a man, at my age,
30:34if he has done something in his life,
30:36must be organized
30:38and must have already prepared his successors.
30:40The successors must already be working.
30:42It is his duty not to end his life
30:48without seeing the world.
30:51Seeing it once, I who have seen it,
30:54It's worth more than hearing about it a hundred times.
30:56And see the rich, poor, hot, cold people,
31:01retroverted, advanced, all of this.
31:04I find that it is one thing
31:06that one would be failing in a great duty if he did not do so.
31:11His journey touched Brazil, Japan,
31:15the United States, I think,
31:17returning to the place of his youth
31:19when he decided to build his company.
31:22His son Sergio, his son-in-law Renzo Carli,
31:26they took control of the company's fate,
31:28one as president and one as general manager,
31:31and they led her forward
31:32as Pininfarina could not have asked for anything better.
31:44Thanks to his son Sergio and his son-in-law Renzo Carli,
31:47the company continues to grow.
31:48Family businesses, second relationships,
31:50they are delicate, they can throw or dampen.
31:53Sergio is a very gifted designer,
31:55but also a successful entrepreneur
31:58who is not afraid to dare.
31:59Renzo Carli is in great harmony with him.
32:02Engineer Carli was a very knowledgeable man,
32:06very intelligent,
32:07he had a lot of commitment,
32:09a lot of good will
32:10and it helped my husband a lot.
32:13Sergio was born in 1928,
32:15since he was very young he was immersed in the world of cars,
32:18following in his father's footsteps
32:19and immediately demonstrates great talent.
32:23Was there something similar between Sergio and his father?
32:26What I learned most from my father,
32:29determination, seriousness,
32:33the desire for success, consistency.
32:36But they were profoundly different in general,
32:39everyone expressed themselves in their own way.
32:41Pinin was from my father's generation,
32:44they kept their distance from everyone a bit.
32:46Sergio, on the other hand, was an extremely friendly person.
32:50A Piedmontese,
32:51who loved his country very much,
32:53a person of principle.
32:55A great gentleman.
32:57It was a coveted company,
32:59he talked a lot.
33:01Always giving us her, of course,
33:03classic Turin style.
33:04And he also loved to tell jokes,
33:06he told them very well.
33:08So you see, this elegant, serious man,
33:10but with a truly unique sense of humor,
33:13I still remember all his jokes.
33:17Sergio and I met
33:19way back on December 5, 1948.
33:25think about how many years ago we're talking about.
33:28After two years we got married.
33:30The extra gear,
33:32in my opinion,
33:33he's always had it since he was a boy.
33:35It was amazing.
33:36He managed to develop at the level
33:38even more international
33:40the work done by the father.
33:44Sergio was elegance walking,
33:47the frontman of Italian drawing.
33:49He was a person of great taste,
33:52he was able to choose.
33:54It's not easy,
33:55it is not a given.
33:57He had a spasmodic attention to detail,
34:01he knew how to defend his ideas.
34:03I'm not saying we argued,
34:04but we also had heated discussions
34:08on machine design.
34:09Sergio had the style,
34:12Ferrari classicism in the blood.
34:16He gave a correct interpretation
34:18to what Ferrari wanted.
34:21New cars, but Ferraris.
34:24From an entrepreneurial point of view
34:25he was a role model.
34:26It was the one that made the leap
34:28globally to the Pininfarina brand.
34:36In the headquarters, now moved to Grugliasco,
34:38a wind tunnel is born
34:40and a computing and design center
34:42that look to the future
34:43and they are ahead of their time.
34:45The wind tunnel
34:46it is a measurement laboratory
34:49extremely sophisticated
34:50where the shapes created by our designers
34:53find the maximum optimization.
34:56It allowed you to have data
34:59on the aerodynamics of the car
35:01to be able to know in depth
35:03how prototypes react
35:06in the aerodynamic condition.
35:08It was built in 1972.
35:11It was very important,
35:13first of all because there wasn't one in Italy
35:16for full-scale vehicles.
35:18It's the first in Italy
35:19and one of seven operating in the world.
35:21We had a very small one,
35:23Trambodellini,
35:24and he built a big one
35:25to test the 1:1 scale cars.
35:28The inauguration of 1972
35:30it was a celebratory moment
35:32of the great idea
35:33that engineer Sergio had had.
35:35Subjected as it was
35:36to continuous updates and developments,
35:39this infrastructure
35:40has become a major part
35:43in the heritage
35:43of the Grugliasco industry.
35:45It's one of Pininfarina's secrets.
35:50It was a choice
35:52of great entrepreneurial vision.
35:54Now I think the father would be proud
35:57to see in Sergio
36:00the continuer of this tradition
36:03and especially today Sergio
36:05I see the man open to many interests
36:09and not only those
36:11too simple I would say
36:13of the interpretation
36:15of the coachbuilder's style
36:16because he has industrial interests
36:19more bitter, has political interests
36:22a reputation has been created
36:26I would dare to say international
36:29not only in the bodywork field.
36:33My husband has always had
36:35the desire to work
36:37for the community.
36:38He felt it was a task, a duty.
36:40He wanted to be an active part
36:42in society
36:44his civil commitment
36:45it is known.
36:47Alongside its industrial activity
36:49Sergio is the protagonist
36:50even of political life
36:51and Italian social.
36:52Become president
36:53of the industrialists of Turin
36:55in 79
36:56he is elected to the European Parliament
36:58with the Liberal Party
36:59a seat that leaves
37:00in 1988
37:01to become president
37:03of Confindustria.
37:04Then Confindustria
37:06it was an association
37:07really important.
37:09He had a role
37:10let's say political
37:11of a certain level.
37:13But the highest point
37:14arrives in 2005
37:15when he is appointed
37:17senator for life.
37:18This recognition
37:20had surprised me a lot
37:22and moved to my husband.
37:24It was the best
37:25of the awards.
37:27He actually succeeded
37:28to do many things.
37:29For him it was
37:30a major tour de force.
37:31He also received recognition
37:33of the golden compass.
37:35An acknowledgement
37:36extremely prestigious
37:37which is assigned
37:39from the Association
37:40for industrial design.
37:41It gave him enormous pleasure
37:43why this award
37:45had been won
37:4640 years ago
37:48from his father.
37:49This establishes
37:50the importance
37:51of the Pininfarina family
37:52for the design
37:54Italian industrialist.
37:55A continuity
37:56across generations
37:57in this too.
37:59After Sergio
38:00the company's leadership
38:01moves to the third generation
38:02with the children
38:03Andrea and Paolo.
38:05Both graduates
38:06in engineering
38:07they carry on
38:08the speech
38:08started by grandfather
38:10and from the father.
38:11Andrea and Paolo
38:12they were very Pininfarina
38:14because they were
38:14both extremely
38:16enthusiasts
38:16of the company
38:17of work.
38:18They had the qualities
38:20that Sergio
38:20he had combined
38:21Together
38:22in the same person.
38:23They were well aware
38:24of the name
38:24of responsibility
38:26that they carried.
38:30Andrea was
38:31more engineer
38:32it was more about the factory
38:33it was more about production.
38:35he was a great manager
38:37of company
38:38it was him too
38:39a great leader
38:40of Confindustria.
38:41He was a boy
38:42exceptional
38:43straight-backed
38:44with a strong personality
38:46but above all
38:47he was a friend
38:48he was a true friend.
38:50A very strong man
38:52who had great humanity
38:53and I remember an episode
38:55at Christmas 2007
38:56when he delivered
38:58to my wife
38:58a ladder of chocolates
39:00to be forgiven
39:01of the fact that he had me
39:02stolen for so long
39:03the family.
39:04it's easy to assume
39:06which he would have carried forward
39:08Fininfarina
39:08an even greater one
39:10international projection
39:11and modernity.
39:13Unfortunately
39:14the tragedy of 2008
39:16he broke
39:17this
39:18its
39:19trajectory.
39:20Death
39:21by Andrea
39:21was
39:21a moment
39:23terrible
39:23on a Vespa
39:25going to put things in order
39:26the cards
39:26in his office.
39:28Andrea
39:28it is tragically
39:29disappeared
39:30and did not cross
39:32the hardest period
39:34dramatic.
39:35The worst
39:36it happened after.
39:37The company
39:38he saw
39:38very difficult moments
39:40and complex
39:40that crossed
39:42the whole sector
39:42including the components
39:44during that period.
39:46And Paul
39:46he lived it
39:47as president
39:48of the company
39:49having
39:50its CEO
39:51Meaning what
39:52I
39:53what I had to do
39:54the things I had to do.
39:55it's been years
39:56dramatic
39:57very difficult years.
40:00But every company
40:02quality
40:03he has these moments.
40:04They knew
40:05face them
40:06with humility
40:08with determination
40:11and with vision.
40:12I think there is none
40:13it was a moment
40:14of my life
40:15in which
40:16I thought
40:18that I wouldn't have
40:18worked with a pincer.
40:20I feel a little
40:21the guardian
40:21of DNA
40:22of tradition
40:24of history
40:24of the tweezers.
40:25With the arrival of Paul
40:27the tweezers
40:28it expanded
40:29even more.
40:30In a global world
40:31even the design
40:32must become global
40:34not only
40:35international
40:36but also understanding
40:37as in every field
40:39of the design.
40:51This is an important turning point
40:53which has begun
40:54on the sly
40:55with this extra
40:57tweezers
40:58who had worked
40:59on industrial design
41:00on architecture
41:02on boating
41:03and in other fields.
41:04It was very natural
41:05for our designs
41:06imagine
41:07different objects
41:08from the cars
41:09according to the same
41:11parameters
41:11that they used
41:13in conceiving
41:14a car.
41:15And so
41:15transfer
41:16to the product
41:17everyday
41:17to the smallest product
41:19a culture
41:20of design
41:21of the car.
41:23There really is
41:23an activity
41:24of design
41:25across the board
41:25both others
41:26means of transport
41:28both products
41:29industrialists.
41:30In all this creation
41:31he finds himself
41:32the aesthetic sense
41:33of pinifarina
41:34the sense of taste
41:35of design
41:35typical of the company.
41:43In 2006
41:44the pinifarina
41:44designs
41:45the torch
41:45of the Olympic Games
41:46winter
41:47of Turin.
41:48The Olympic Games
41:49of 2006
41:49they were
41:50the event
41:51who scored
41:52the rebirth
41:53a bit of Turin
41:54from the great crisis
41:56of the car
41:57at the start
41:57of the 2000s.
42:00They were
42:01much more
42:02than a sporting event.
42:03They lived there
42:0415 days
42:05of Turin.
42:07and pinifarina
42:07with the design
42:09and the realization
42:10of the Olympic torch
42:11linked to that event
42:13his name
42:13forever.
42:14So the track
42:15symbolically
42:16most important.
42:17Which recalls
42:18the torch
42:18traditional wooden
42:20but it is made
42:20in metal
42:21that takes
42:22ideally fire.
42:23There are many
42:23the objects
42:24that will bring
42:24Pinifarina's signature
42:26from the forks
42:27to the pens
42:27to the clocks
42:28all using the style
42:29which had made her famous
42:31in the automotive field.
42:32And there are many brands
42:33that are addressed
42:34to pinifarina
42:35for their products.
42:36For example
42:37the lavazza
42:38for the car
42:38of coffee.
42:42The collaboration
42:43between lavazza
42:44and pinifarina
42:44it has begun
42:46in 1993.
42:47It was being studied
42:49a bit
42:49the entrance
42:50by Lavazza
42:51in the world
42:51of design.
42:53So the machine
42:54which was always
42:55was developed
42:56according to a concept
42:57very industrial.
42:58we needed it
42:59a company
43:00able
43:00to do
43:01a design
43:01very catchy
43:02an object
43:03of desire
43:05and from there
43:06the idea
43:06to start
43:07the collaboration
43:08with Pinifarina
43:09a company
43:09much admired
43:10aesthetically
43:11cutting edge.
43:12The machine
43:13he then expressed
43:14in Pinifarina
43:15an icon
43:16of structuralism
43:17an object
43:17very clean
43:18with some lines
43:19extremely dry
43:20that gave
43:21right away
43:22the idea
43:22of a solidity
43:23and of a performance
43:24of the highest level.
43:27The Inove
43:28it's a thing
43:28completely different
43:30it's a form
43:30extremely soft
43:31very sinuous
43:33squeezes much more
43:34the eye
43:34to the world
43:35of the automotive industry
43:36an object
43:36extremely stylish
43:38very dry
43:39which was then
43:40awarded
43:41and recognized
43:41by a jury
43:42highly qualified.
43:44The IF Design Award
43:45it was a moment
43:46I would say
43:47of consecration
43:48the brand
43:49Pinifarina
43:50in Parbe
43:50for the first time
43:51on a machine
43:51from coffee
43:52it was the will
43:53to say
43:54that Ferrari of ours
43:56next to the object
43:58there is also
43:58the architecture
43:59who plays
44:00on a large scale
44:01certain signs
44:03certain forms
44:03certain parts
44:05of the car
44:06that designs
44:07buildings and skyscrapers
44:08all over the world
44:11there are examples
44:13in Brazil
44:13in San Paolo
44:14in Fortaleza
44:15in Florida
44:16in Miami
44:17I have the control tower
44:18of the new airport
44:19from Istanbul
44:19a colossal airport
44:21up to the stadium
44:21Juventus
44:22of Turin
44:23the stadium
44:24what is it called
44:24Now
44:25one of the first
44:27tourist places
44:28of the city
44:29Juventus
44:29she had turned
44:30two
44:31big names
44:32Turinese
44:33Pinifarina
44:34and Giugiaro
44:35to interpret
44:37some elements
44:38of the stadium
44:39Paul
44:39he took care of it
44:40of the interior
44:40and I'm from the outside
44:41was
44:42a different project
44:44a project
44:44of pure passion
44:45both
44:46the twenty-year-olds
44:47to the bone
44:47when they called us
44:49to work
44:49on the stadium
44:50we did it more
44:51as an enthusiast
44:51of the eventus
44:52that as a designer
44:53I am very
44:54very proud
44:54of this project
44:55it's a piece
44:57of the city
44:57because we are busy
44:58not only of the stadium
44:59but of the whole neighborhood
45:00the commercial area too
45:02it wasn't just
45:03make a soccer field
45:05but it was done
45:06a work
45:06which has healed
45:07a whole part
45:08of the city
45:09Pinifarina
45:10even in this
45:11he left his touch
45:12with the realization
45:14of the project
45:15for the interiors
45:16that I am
45:16undoubtedly
45:17high quality
45:19Pinifarina
45:20keep designing
45:22to draw
45:22dream car
45:23like the Ferrari Sergio
45:24presented in Geneva
45:25in 2013
45:26in addition to bicycles
45:27trains
45:28boats
45:29airplanes
45:30in 2018
45:31the little beach is born
45:32in collaboration
45:33with Poelcan
45:34it's the re-release
45:35of a model
45:36that in 1958
45:37had transported
45:39the greatest of the time
45:40it was the car
45:41of Onassis
45:41on his boat
45:43it was the car
45:44with which
45:45he was walking around
45:45with Callas
45:46with Kennedy
45:47it was the car
45:49with which
45:49he was walking around
45:50with Winston Churchill
45:51we wanted
45:54to bring back
45:54to the world
45:55an Italian icon
45:57the car
45:58which brought
45:59Italy
46:00and the world
46:00towards the sweet life
46:02the union
46:03by Pini Farina
46:04Garage Italia
46:05and Fiat
46:05he brought
46:06to this wonder
46:10have the privilege
46:11to draw
46:13the new livery
46:14of the tricolour arrows
46:15that for the next
46:1540 years old
46:17it will be on the planes
46:20representative
46:20of Italy
46:20in the world
46:21for me
46:21that moment
46:22it was the most beautiful
46:23of recent years
46:23almost the synthesis
46:25of a path
46:26of change
46:27that the company
46:28has completed
46:33and I have to say
46:34that the results
46:35Today
46:35they demonstrate
46:36that this vision
46:37it was right
46:37today Pini Farina
46:39he is very well known
46:40for the car
46:41but it is equally
46:42or almost as much
46:43known
46:44also for the design
46:45of architecture
46:46for the design
46:46of objects
46:49you have to give
46:50to Paolo Pini Farina
46:52the merit
46:53to have continued
46:54to have believed
46:55together with the whole company
46:56Obviously
46:57to work
46:57in this direction
46:58we had
46:59a balance
47:00that worked
47:01perfectly
47:01for about 16 years
47:04since 2008
47:06until
47:06last year
47:16three generations
47:18by Pini Farina
47:19they left
47:20an immense legacy
47:21I called then
47:23to manage
47:25the company
47:26after them
47:27I tried
47:28to enhance
47:29the meaning
47:29of social responsibility
47:31cultural
47:31that the family
47:32Pini Farina
47:33he has always held
47:34what he teaches
47:35Pini Farina
47:36it's love
47:37for their company
47:39love
47:39for people
47:40who work there
47:41and respect
47:42of people
47:43who work there
47:44the design
47:44it's not done
47:45from machines
47:46it's done
47:46from people
47:49from here
47:50there is pride
47:51to have
47:52maintained
47:53high
47:54the name
47:55of the company
47:56in the world
47:59even though I have to
48:00to accomplish
48:01a path
48:02dramatic
48:03a company
48:04strong
48:05that suddenly
48:07Instead
48:07is found
48:09to have to
48:09change
48:12I am the first woman
48:14president
48:15after 95 years
48:16it's an honor
48:18a great responsibility
48:19we are sitting
48:21on the shoulders
48:22of the giants
48:23and as they said
48:25the wise men
48:25when you are sitting
48:26on the shoulders
48:27of the giants
48:28you have to see
48:29very far away
48:30Pini Farina
48:32of the future
48:32it's a Pini Farina
48:33with some partners
48:34international
48:35who plays
48:36in a global market
48:37and then
48:38another Turin brand
48:40who is the protagonist
48:41of the world
48:41when I think about the brand
48:43Pini Farina
48:43I think about Italianness
48:45Italianness
48:46in the sense of good taste
48:47that thing
48:48for which
48:48we are recognized
48:49all over the world
48:50what
48:51it differentiates us
48:52particularly
48:53beyond
48:54of innovations
48:55and creative ability
48:57Pini Farina
48:58contributed
48:59to create
49:00this taste
49:01of Italian design
49:04they contributed
49:05to Made in Italy
49:06Really
49:07the success
49:08of a product
49:09it also meant
49:10the success
49:10of Italy
49:11in the world
49:12they created
49:13some things
49:13Truly
49:14great taste
49:15that get old
49:16but they age well
49:18there is a sentence
49:19which in my opinion
49:21identify as best as possible
49:23the spirit
49:23of Pini Farina
49:24which is the tradition
49:25of the new
49:26something
49:27of radically new
49:28but whatever it is
49:29in tradition
49:29of what the company
49:30has always done
49:32imagining the future
49:33not only
49:35in the car
49:35but also
49:37in the marriage
49:38among the services
49:39of mobility
49:39and in daily life
49:42the story
49:43of Pini Farina
49:43yes you can
49:44fully fledged
49:45consider
49:45the story
49:46of a legend
49:49why the legends
49:50they recognize each other
49:51at first sight
49:52the capacity
49:53to be like this
49:54badges
49:56the trait
49:57of those who succeed
49:58to open
49:59with courage
50:00new roads
50:02the capacity
50:03who had
50:03Pini Farina
50:03to realize
50:04This
50:05the door
50:06in the myth
50:07Certainly
50:08the story
50:08of a legend
50:09but it's still
50:10more than that
50:11it's a legend
50:12which also has
50:14helped
50:14other legends
50:16to be created
50:17Why
50:18it's a brand
50:19who played
50:20the legend
50:21of the car
50:22in a way
50:22exceptional
50:23throughout the twentieth century
50:24even today
50:25after 95 years
50:27we are recognized
50:28like the emblem
50:30of Italian design
50:31that's why
50:32we can certainly
50:33to say that it exists
50:34a legend
50:36Pini Farina
51:06Pini Farina
51:18Pini Farina
51:19Pini Farina
51:19Pini Farina
51:19Pini Farina
51:52Pini Farina
51:52Pini Farina
51:52Pini Farina
51:55Pini Farina
51:59Pini Farina
52:00Pini Farina
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