Final week we launched you to the photographers who created the mission devoted to the Moto Guzzi centenary, celebrated this yr. A beautiful exhibition and an fascinating guide, ‘The 100 years of the Eagle’, born final yr in full pandemic, to rejoice the Mandellese motorbike producer.
Talking of which, if you have not seen the photographs, I counsel you have a look, they’re magical: these trendy had been taken in essentially the most evocative locations of the Lario, on Lake Como, the black and white ones are great authentic classic photographs from the historic archive of the Moto Guzzi. And the place did they arrive from? Carlo Zuccoli himself defined it to us, you’ll be able to learn it right here.
Zuccoli, along with Carlo Borlenghi and the Municipality of Mandello del Lario, gave life to the exhibition and the guide. In the present day, as promised, here’s a new article devoted to the beloved Moto Guzzi. We reveal secrets and techniques associated to the guide, but in addition some features that made the corporate already trendy in historic occasions. We’re speaking a few first type of advertising and marketing and feminine emancipation, nothing unusual, besides that Moto Guzzi was born in 1921.
Let’s begin with the guide, double-sided identical to the exhibition. The historic half accommodates black and white photographs, from distant years, whereas the colour one is devoted to fanatics and vacationers, and reveals great views of Lake Como. The protagonists are all the time them: bikes. All the pieces is ‘seasoned’ by a textual content, additionally divided into two components: that of Pino Allievi, which tells the story of Moto Guzzi, the social worth of an organization that has actually accomplished rather a lot and altered the complete district.
In the midst of the guide, to behave as a ‘glue’ between the historic half and the present one, there’s the story of Andrea Vitali, who was born, raised and lived in our space; excellent news about his expertise with the bike. “Alternatively”, explains Zuccoli, “now we have as an alternative hypothesized an actual itinerary which begins from Mandello, continues to the lake, descends in direction of Bellagio, crosses and returns to Lecco after which again to Mandello. How lengthy is the trail? With out doing it on objective about 100 km, and the quantity 100 comes again. The itinerary is accompanied by a textual content by Ornella D’Alessio, a widely known journalist who got here bodily to take the tour with us, accumulating her recommendations “.
However what concerning the present photographs …
How did you select and discover essentially the most suggestive locations to shoot?
“Each Borlenghi and I are from the world, within the varied transfers we found, and the homeowners of the bikes themselves suggested us, some great corners. An instance of a wonderful place is the one chosen for the duvet of the guide, a glimpse that I actually had by no means seen. Such a view of the lake with out the railing in entrance of it’s a very uncommon factor, nearly all of the viewpoints have a ‘barrier’, and when photographing the bike, the construction is all the time concerned. The result’s shocking! ”.
A curiosity of mine: is there any specific anecdote of the moments of the photographs that you just need to inform?
“Sure, this query makes me smile as a result of I consider a number of the photographs through which the protagonist is. Within the one on the Golf Membership, for instance, we went to ask the secretary if she may pose as if she had been taking part in, in uniform… the photograph would nonetheless have been stunning, however with the determine she undoubtedly gained rather a lot. There are different photographs through which the protagonist is me as an alternative! It was difficult and enjoyable too. Photographer and for the primary time additionally an actor, it was a pleasing job ”.
Moto Guzzi and a spotlight to girls
One factor that instantly catches the attention when leafing by means of the guide, are the photographs associated to the feminine world. Girls and Motors. The Casa Mandellese typically focuses on the topics of the honest intercourse, an unusual behavior on the time, which makes us mirror. Additionally on this event Moto Guzzi demonstrates the nice it has accomplished for its territory, for the individuals, in an period that’s something however trendy. And Zuccoli explains to us: “We had been happy to notice the eye that the corporate had for girls, there are a number of photographs through which feminine figures are seen. We have no idea what they had been used for, we expect they had been promoting photographs, definitely not made by likelihood, however then possibly not used. We see that there was a sure consideration in direction of the feminine world. Even in a single photograph there’s a very uncommon motorbike, a Guzzino for girls; it doesn’t have the barrel within the center, it’s a model made particularly so that girls may go up with the skirt with out issues. I feel it is a vital worth for the corporate, particularly for the time we’re speaking about “.
The check drivers of the time: a picture that captivates
“The black and white cowl photograph is a masterpiece, an distinctive sight. We additionally know who the characters are: as soon as the photographs had been printed, a girl referred to as me and instructed me that the man standing was her dad. The opposite man is all the time a check driver, the truth is each put on the uniform that the check drivers used on the time, he could be acknowledged by the leather-based vest. The bike? It was a record-breaking Moto Guzzi, which is within the museum, absolutely faired, however right here bare, with out the fairing, it is spectacular. Create one thing distinctive, a picture that has mesmerized us ”.
Advertising and marketing in an period when it did not exist but
“Anybody got here to Mandello to satisfy Moto Guzzi in individual. Even VIPs and tremendous VIPs, everybody handed by means of right here. There was no historical past: personalities from sports activities, leisure, tradition, anybody who wished to go to the corporate. And this was it what at this time we will outline advertising and marketing, a primary ‘draft’; we nonetheless didn’t know what it was, however at Guzzi they already did it. They had been very superior in this stuff.
Moto Guzzi, the nice affect of the corporate
“Moto Guzzi had a powerful social affect, the corporate additionally cared rather a lot concerning the cultural elevation of its workers. Those that labored in Guzzi, in addition to in different necessary Italian corporations, had been a privileged. Workers not solely had work, but in addition loved extraordinary inner welfare: ranging from well being (there was a private physician) and from the corporate store (to offer only one instance), as much as the philatelic membership, the library, whereas within the village there was nonetheless none of this “.
And Zuccoli concludes: “The whole entourage of sport can also be essential, Moto Guzzi was there in each specialty, and all workers had entry to it. There was additionally a college, the corporate supplied coaching. Essential technicians have emerged from the Moto Guzzi design college, all of those that labored within the plant and most of them then left that actuality, later founding their very own. This was Moto Guzzi, and that is what we need to move on and move on ”.
Due to Carlo Zuccoli Fotostudio Zuccoli e Associati of Mandello del Lario, a Carlo Borlenghi (site), to the Mayor and the Municipal Administration, all the time on the forefront in relation to Moto Guzzi. The guide is on sale on the Cinquesensi Editore online store.