Pirelli opens Diablo Rosso concept store in Milan

Pirelli has just opened a temporary concept store on Corso Garibaldi in Milan. The Diablo Rosso Store will remain open through June and was created to increase brand awareness in the fashion and design capital as opposed to selling or servicing actual tires. That Pirelli can find sufficient reason to promote its performance tires alongside the boutiques, high-end hotels and fancy restaurants located around Porto Nuevo speaks volumes for the success it’s experienced in making traditionally unappealing products covetable. Pirelli will partner with motorcycle companies and other similar brands to host a variety of parties and events at the venue, the first of which will be held in conjunction with Ducati tomorrow night.

Pirelli via Motoblog