Italy is a country synonymous with design. Over the years numerous automotive design firms have been set up in the Piedmonte region of northern Italy, but only a few have managed to adapt and withstand the changing economic climate as well as Pininfarina.
Founded in 1930 by Battista “Pinin” Farina, the carrozzeria established partnerships with Ferrari, Rolls-Royce and Bovet, whilst simultaneously working on individual projects for Alfa Romeo, Maserati, Volvo, 3M, Schreder, Lange and Samsung, amongst others. The firm is now run by the founder’s grandson, Paolo Pininfarina.
Since 1986 Pininfarina Extra, headed up by Paolo Trevisan, has widened the Group’s design scope to reach anything from the Eurostar to Lavazza coffee machines. Often collaborating with other heritage brands such as Scotch whisky label Chivas, much importance is placed on striking a balance between history and innovation. The company has also dabbled in architecture, interior design and hospitality projects.
In the video above, Crane TV visits the company’s HQ in Cambiano, Italy, interviewing Paolo Pininfarina and Trevisan to discover why they see problems as opportunities and how this ethos has spurred their success despite Europe’s current economic climate.
