The countdown to the Formula 1 Pirelli GP of Emilia-Romagna & Made Italy has officially begun! The event, scheduled in Imola from 16 to 18 April 2021 is set to take place in one of the most symbolic places of the Motor Valley; the Autodromo Internazionale Enzo and Dino Ferrari.
Already the first stop in Europe for the F1 race, this new prestigious showcase for Made in Italy & Emilia-Romagna has been made possible thanks to the agreement between the Ministry of Foreign Affairs and International Cooperation, ICE – Agency for the promotion and the internationalization of Italian companies – and the Emilia-Romagna Region. A sporting event of great international appeal, it also serves as an opportunity to promote the excellence of Made in Italy and, in particular, the automotive supply chain and the Motor Valley, in the year dramatically marked by the pandemic.
This agreement will not only serve to increase the reputation of Made in Italy and of the Motor Valley, but will also enhance the excellence of our companies and those involved in the regional and national supply chain abroad, underling the importance of tradition and innovation within the region.
For the Emilia-Romagna region, it will be a true consecration of the land of motors and major sporting events. After the 2020 Grand Prix that brought Formula 1 back in the region, this agreement marks an exciting year that will also see the MotoGP come to the region, as well as the Superbike World Championship in Misano Adriatico and the “Motor Valley Fest “in Modena.
The countdown starts with the presentation of the official poster of the event, created by Drudi Performance, which pays homage to Emilia-Romagna & Made in Italy by making a synthesis among features of both places. Rapid shapes, sinuous lines and bold colour contrasts all represent the creativity and thrill of hosting the Grand Prix into a medium delivering immediate visual impact. Instead of making a collage, it was decided to symbolically represent that courageous mix of imagination and premium quality that distinguishes Italian innovation.
In a poster that looks almost like a drawing board, and which can be read both vertically and horizontally, there are three different levels of writing which overlap with references to the places that host the Grand Prix: the Enzo and Dino Ferrari International Circuit, the Emilia Region-Romagna and Italy.
At a first level, the poster depicts a stylized car race. At a higher level of abstraction, with its play of lines and colours, it celebrates the variety of the regional territory, cut in two by the Via Emilia the ancient roman road which path still crosses the region West-East. Finally, on a third level of interpretation, the very plot of the poster, with its unconventional lines and its different shades of colour, refers to the creativity of Made in Italy, with tributes to fashion and design.
- The Imola racetrack
The first level of interpretation is also the most immediate: the poster depicts three single-seaters facing the same curve: perhaps the Variante Alta or the Tamburello, or a braking downhill, such as the Rivazza, or a sequence of close curves, such as the Acque minerali. Although identifying the precise section of the circuit is less important, it is clear however that there is a circuit, just like that of Imola, loved by drivers for the challenges and thrill if offers. The cars face the same passage by setting irreconcilable trajectories and even deform under the pressure of speed, curving and stretching until they merge with the track, subjected to forces that undermine the laws of physics. Nothing is purely naturalistic in this race that looks like something from a childhood game. The shapes of the cars, the liveries and even the path and the escape routes portrayed with, “brushstrokes” of colour from dark grey to sand. The impression is that of a time suspended between a romantic past and a futuristic future. At the end of this impossible race, what remains is the magic of the track, a series of speed lines drawn by an unpredictable hand.
The interweaving of shapes and colours that makes up the poster, also contains a tribute to the region that hosts the competition and to its dual soul: on the left a sequence of material shades, such as the land of the plains and mountains, on the right the blue shades of rivers and the sea; on the one hand the green hills and the lunar gullies of the Romagna chalk vein, on the other the many streams that descend towards the Adriatic Sea and its placid stretches of sand. In the centre – bisecting – the Via Emilia, the road that cuts the region in two, unravelling itself between the innovation centres of the Italian Motor Valley and a dozen wonders recognized by UNESCO as a World Heritage Site. While not reviewing all these excellences one by one, the manifesto symbolically pays homage to the tangible and intangible heritage of a region which, like the road that runs through it, starts from the past and points straight towards the future.
- Made in Italy
This homage to Made in Italy is above all a tribute to Italian style, which masterfully combines performance research and aesthetic innovation, design and pleasure, which is both useful and delightful. For the image of a Formula 1 race, one could think of an ultra-realistic representation of the cars, capable of celebrating only the performance side. Instead, the choice fell on an anti-conventional representation such as the Italian style, which does not hesitate to dictate new trends and new rules of elegance. More than the graphic conventions of the sector, the texture and the layers of colour refer to the world of applied arts. Two of the dominant colours are taken directly from the palette that guides 2021 fashion and design: a shade of bright yellow and a more full-bodied grey. The material consistency of the colours seems to recall the texture of a fabric, with the asphalt strip ready to turn into a carpet of silks and velvets. However, it is in the forms that the reference to Italian creativity becomes more concrete. As in the experiments of a visionary designer, the shapes of the circuit and of the cars are suddenly fluid and elusive, un-assembled and re-assembled at will. A world in the making, where the possible dialogues every moment with the impossible.
Statement by Aldo Drudi
“The features of the official poster of the Made in Italy and Emilia Romagna Grand Prix are certainly original, hand-marked on a white sheet, almost as if I had to create a high-quality fine fabric.
The sinuous lines are synonymous with the lifestyle of my region and even more of my country, are trajectories, hills, sun and sea.
It was necessary to make synthesis and to stylize to represent both the Made in Italy and Emilia-Romagna.
As often happens, I used colour to determine the emotional impact, first discarding the unoriginal videogame effects.
With pleasure I designed and signed a new official poster for a world event, the Formula 1 GP, hosted by the Italian Motor Valley of which Drudi Performance is an active part “.