Unseen stories behind iconic brand
An Italian dream that began in 1930 with its founder Battista, known as Pinin, and carried forward by his son Sergio, the historic president of the company who brought Pininfarina’s design values into architecture, product design, and mobility.
A dream that takes shape in the documentary by Marina Loi and Flavia Triggiani, “Story of a Legend. Pininfarina,” premiered at Cinema Massimo in Turin on Thursday, December 4, and airing on Tuesday, December 9 at 3:25 p.m. on Rai 3. In the theater were Andrea and Paolo Pininfarina’s children, president Lucia Morselli, Lapo Elkann, MAUTO director Benedetto Camerana, and representatives of the City of Turin, Film Commission, and the National Museum of Cinema, CE Report quotes ANSA.
The film includes many previously unseen testimonies, from Piero Ferrari to Giorgetto and Fabrizio Giugiaro, from Luca Cordero di Montezemolo to Lapo Elkann, from Giuseppe Lavazza to Arturo Merzario, from singer Mario Biondi to Mrs. Giorgia Pininfarina, Sergio’s wife. The work — produced by Flair Media Production in collaboration with Rai Documentaries and with the support of Film Commission Torino Piemonte–Piemonte Doc Film Fund — brings the Pininfarina legend to the screen, weaving together design, entrepreneurship, and identity storytelling with the history of an Italian family that, generation after generation, created a brand that became iconic worldwide, greatly contributing to making Italian style known and loved.
“We celebrate the praise of beauty. The magic wand exists, this film shows a miracle. Few companies have reached 95 years; this is the beginning of the next adventure. We look far ahead,” said Morselli.
“This story represents our country well; it tells of men who knew how to turn an idea into an industry and an industry into a vision. We are proud to be able to tell stories of this level,” emphasized Luigi Del Plavignano, director of Rai Documentaries.
“The story of Pininfarina is full of fascination, and along its path it intertwines with the great history of our country and of the Italian and Piedmont territories. We contacted the company, which opened its precious private archives to us. There we discovered a treasure of memories that bring back the spirit of the last century. Having such an exclusive archive available, along with other important ones such as the Rai Archives and the Istituto Luce, gives the documentary immense value,” explained director and producer Flavia Triggiani.
“The goal is to tell a unique story, typically Italian but internationally renowned, spanning almost a century and undeniably compelling, intersecting with major events in Italian history,” added director and author Marina Loi.
