The relationship between Barilla and Art was born in the last century thanks to Pietro Barilla’s particular vocation towards culture. Even if he never defined himself as a collector, we could say that the entrepreneur created a real alliance with the leading artistic and cultural figures of his hometown, Parma.
From the continuous relationships with intellectuals, a business vision was born, firmly connected with art
Pietro Barilla, in fact, was convinced that “Art is a path that we trace before us, a path of perfection, a teaching, a warning, a command, a call”. And it is precisely from the meetings and close relationships – among others, with the poet Attilio Bertolucci, the screenwriter Cesare Zavattini, the film critic Pietrino Bianchi, the graphic designer Erberto Carboni, the journalist Orio Vergani – that innovative campaigns and important communication projects came to life, going beyond advertising to become real artistic creations. The history of the relationship between Barilla and Art opened, in fact, a new and contemporary chapter, intertwining with Figurative Arts, Italian Film-making and Tv, thanks to the involvement of great international directors, actors and testimonials.