Pirelli Creates a High-Performance Immersive Digital Experience
Brand: Pirelli
Date: Dec 2024
Overview
Pirelli, a global leader in high-performance tire manufacturing, has long been synonymous with innovation, precision, and luxury. With a legacy rooted in motorsports and cutting-edge design, Pirelli sought to elevate its digital presence by creating an immersive metaverse experience that would showcase its groundbreaking tire technology, engage new audiences, and reinforce its commitment to digital transformation.
In collaboration with Accenture, a key partner in Pirelli's digital evolution, the company launched the Pirelli Metaworld, an interactive digital showroom using the Spatial SDK, powered by Unity, designed to educate, entertain, and immerse users in the world of Pirelli like never before.
Challenge
Designing a Metaverse Activation That Drives Engagement and Brand Awareness
Pirelli faced the challenge of creating a high-end, immersive experience that would allow users to interact with its brand in a meaningful and dynamic way. As a company known for both performance and aesthetics, the activation needed to showcase Pirelli's tire innovations while maintaining the premium feel associated with its brand.
Beyond just product education, the experience had to be interactive, engaging, and entertaining, ensuring that users would spend meaningful time exploring Pirelli's world. This meant designing a cross-platform metaverse activation that blended gamification, high-fidelity 3D models, and interactive storytelling, all while leveraging the latest in digital experience technology. The challenge was clear: how could Pirelli bring the excitement of high-performance mobility to life in a digital space while reinforcing its brand heritage and commitment to innovation?
Solution
Engage with Pirelli's High-End Tires in an Immersive Digital Showroom
To meet this challenge, Pirelli and Accenture developed Pirelli's Metaworld, a cutting-edge virtual activation designed to engage users through exploration, education, and gamification. Built with the Spatial SDK, powered by Unity, this immersive metaverse experience invites users to traverse a beautifully designed digital world made up of multiple showrooms where they can learn about Pirelli's rich history and technological advancements. The showrooms feature highly detailed 3D models of Pirelli's most innovative tire designs as well as gamified elements.
Educational content, such as videos and interactive exhibits, provided insights into Pirelli's legacy in motorsports, luxury vehicle partnerships, and sustainability efforts. By seamlessly combining digital engagement with brand storytelling, Pirelli reinforced its commitment to innovation and high-performance mobility, bringing its vision to life in an entirely new way.
Result
A New Standard for Digital Brand Engagement.
The Pirelli Metaworld boosted brand awareness and customer interaction through immersive exploration, mini-games, and exclusive rewards. Using the Spatial SDK, powered by Unity, Pirelli created a beautiful designer showroom that educates consumers about its rich history and innovative designs.
Customer Reach
k
Average Session Time
m
Mobile Users
%
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Key Information: Pirelli
- Founded: 1872 in Milan, Italy
- Industry: Tire manufacturing
- Specialization: High-performance and premium tires, especially for motorsports and luxury vehicles
- Motorsports: Exclusive tire supplier for Formula 1 since 2011, also involved in WSBK, rally, and other racing series
- Market Position: Among the top global tire manufacturers, alongside Michelin, Bridgestone, and Goodyear
- Technology & Innovation: Known for advanced tire technology, including run-flat and eco-friendly tires
- Brand & Marketing: Famous for the Pirelli Calendar, a high-end annual photography publication featuring fashion and celebrity figures
- Ownership: Previously publicly traded, but as of recent years, influenced by Chinese company ChemChina, which holds a major stake
- Global Presence: Operates in over 160 countries with manufacturing plants worldwide
- Sustainability Focus: Invests in eco-friendly tire solutions and sustainable materials
Pirelli has long established itself as a brand where performance meets artistry, crafting tires that are as visually striking as they are technologically advanced. Unlike many competitors that prioritize function over form, Pirelli treats tire design as an essential part of a vehicle's overall aesthetic, ensuring that each product reflects the sleek sophistication of the high-performance machines they serve. Whether it's the meticulously designed tread patterns that enhance both grip and style or the striking sidewall designs that complement luxury supercars, Pirelli blends engineering precision with an unmistakable elegance. Their work with brands like Lamborghini, Ferrari, and McLaren showcases their commitment to not just meeting but elevating the visual and performance standards of the world's most elite automobiles.
Beyond aesthetics, Pirelli's dedication to innovation ensures that their tires deliver unparalleled driving experiences, whether on the road or the racetrack. The company's P Zero™ lineup, for instance, epitomizes this fusion of beauty and function, featuring cutting-edge compounds and intricate designs that optimize handling, speed, and stability. Even in motorsports, where performance is paramount, Pirelli integrates design elements that enhance aerodynamics and visual appeal, reinforcing their belief that a tire should not only perform flawlessly but also contribute to a vehicle's overall identity. This philosophy extends to their custom-colored sidewall options, allowing supercar owners to personalize their tires as they would any other luxury detail. With Pirelli, tire design is more than an engineering challenge—it's an art form that defines the essence of high-end automotive excellence.
Beyond traditional tire manufacturing, transforming rubber into an expression of luxury, performance, and innovation. This initiative extends Pirelli's expertise into exclusive collaborations with high-end brands across industries, from fashion and design to technology and sports. By merging their deep knowledge of advanced materials with a keen eye for aesthetics, Pirelli Design creates bespoke products that reflect the same craftsmanship and precision found in their world-renowned tires. Whether it's custom-made tires for elite hypercars or high-fashion collaborations with brands like Montblanc and Roger Dubuis, Pirelli ensures that every product carries the essence of speed, elegance, and cutting-edge engineering.
At its core, "More Than a Tire" is about redefining what a tire—and by extension, the Pirelli brand—represents. Through innovations like colored tire sidewalls, tailor-made designs for luxury vehicles, and even limited-edition lifestyle products, Pirelli Design transcends the conventional, proving that performance and beauty can exist in perfect harmony. The initiative reflects Pirelli's dedication to craftsmanship, offering customers more than just high- just high-performance rubber—it delivers an experience, a statement of exclusivity, and a fusion of technology with art. In doing so, Pirelli continues to shape the future of mobility and design, reinforcing its position as a brand that stands at the intersection of innovation and luxury.
Pirelli's commitment to sustainability ranges from climate action to protection of the natural world, and from innovative new tyre products to an industry-leading, people-first culture. The company has recently set out highly ambitious targets for sustainability, not only for its own operations, but also for every part of its supply chain. Its head of sustainability and future mobility, Matteo Battaini, describes how Pirelli aims to make reality of its ambitions.
Beyond aesthetics, Pirelli's dedication to innovation ensures that their tires deliver unparalleled driving experiences, whether on the road or the racetrack. The company's P Zero™ lineup, for instance, epitomizes this fusion of beauty and function, featuring cutting-edge compounds and intricate designs that optimize handling, speed, and stability. Even in motorsports, where performance is paramount, Pirelli integrates design elements that enhance aerodynamics and visual appeal, reinforcing their belief that a tire should not only perform flawlessly but also contribute to a vehicle's overall identity. This philosophy extends to their custom-colored sidewall options, allowing supercar owners to personalize their tires as they would any other luxury detail. With Pirelli, tire design is more than an engineering challenge—it's an art form that defines the essence of high-end automotive excellence.
Beyond traditional tire manufacturing, transforming rubber into an expression of luxury, performance, and innovation. This initiative extends Pirelli's expertise into exclusive collaborations with high-end brands across industries, from fashion and design to technology and sports. By merging their deep knowledge of advanced materials with a keen eye for aesthetics, Pirelli Design creates bespoke products that reflect the same craftsmanship and precision found in their world-renowned tires. Whether it's custom-made tires for elite hypercars or high-fashion collaborations with brands like Montblanc and Roger Dubuis, Pirelli ensures that every product carries the essence of speed, elegance, and cutting-edge engineering.
At its core, "More Than a Tire" is about redefining what a tire—and by extension, the Pirelli brand—represents. Through innovations like colored tire sidewalls, tailor-made designs for luxury vehicles, and even limited-edition lifestyle products, Pirelli Design transcends the conventional, proving that performance and beauty can exist in perfect harmony. The initiative reflects Pirelli's dedication to craftsmanship, offering customers more than just high- just high-performance rubber—it delivers an experience, a statement of exclusivity, and a fusion of technology with art. In doing so, Pirelli continues to shape the future of mobility and design, reinforcing its position as a brand that stands at the intersection of innovation and luxury.
Pirelli's commitment to sustainability ranges from climate action to protection of the natural world, and from innovative new tyre products to an industry-leading, people-first culture. The company has recently set out highly ambitious targets for sustainability, not only for its own operations, but also for every part of its supply chain. Its head of sustainability and future mobility, Matteo Battaini, describes how Pirelli aims to make reality of its ambitions.
You have many key sustainability targets to achieve by 2030 - what are they and how close are you to achieving them?
We've done a lot of work on our four main sustainability pillars of people, climate, nature and products. We now have more than 25 key targets in these areas and are well on our way to meeting them.
One aspect that we have further enhanced is setting targets in terms of the people in the organisation - including the number of women in management. We also have firm targets on emissions, not just our Scope 1 and Scope 2 emissions, but also for indirect Scope 3 emissions in our value chain. On these climate targets we're already in line with the top automakers and far ahead of our direct competitors.
On products we've analysed all of the characteristics that can make a tyre sustainable. These include the percentage of materials from recycled or bio-based sources, as well as the tyre's efficiency, which determines its contribution to fuel consumption. And we have a flagship P Zero E product that's a big part of the journey to a 100 per cent non-fossil fuel tyre. We have set new environmental targets on water use and water risks, and a forestry strategy that will see 100 per cent of the rubber used in our European plants coming from natural sources certified by the Forest Stewardship Council™ (FSC™) by 2026.
One aspect that we have further enhanced is setting targets in terms of the people in the organisation - including the number of women in management. We also have firm targets on emissions, not just our Scope 1 and Scope 2 emissions, but also for indirect Scope 3 emissions in our value chain. On these climate targets we're already in line with the top automakers and far ahead of our direct competitors.
On products we've analysed all of the characteristics that can make a tyre sustainable. These include the percentage of materials from recycled or bio-based sources, as well as the tyre's efficiency, which determines its contribution to fuel consumption. And we have a flagship P Zero E product that's a big part of the journey to a 100 per cent non-fossil fuel tyre. We have set new environmental targets on water use and water risks, and a forestry strategy that will see 100 per cent of the rubber used in our European plants coming from natural sources certified by the Forest Stewardship Council™ (FSC™) by 2026.
What are the biggest challenges in meeting Pirelli's targets of net carbon neutrality by 2030 and net zero by 2040 for its own Scope 1 and Scope 2 operations?
The first thing to say is that the challenge is partly organisational. Not just understanding how to set realistic targets, but also how to create action programmes, finance them and staff them.
In fact, we have more than 90 individual factory efficiency projects running now, with a budget of over €50 million for 2022to 2025, and these are about understanding the carbon footprint of every facility and addressing it. That might mean anything from switching to more efficient lighting systems to redesigning production to eliminate heat loss. It's about looking at every part of our operations and how to manage those operations to reduce emissions.
"We have more than 90 individual factory efficiency projects running… and these are about understanding the carbon footprint of every facility and addressing it"
In fact, we have more than 90 individual factory efficiency projects running now, with a budget of over €50 million for 2022to 2025, and these are about understanding the carbon footprint of every facility and addressing it. That might mean anything from switching to more efficient lighting systems to redesigning production to eliminate heat loss. It's about looking at every part of our operations and how to manage those operations to reduce emissions.
"We have more than 90 individual factory efficiency projects running… and these are about understanding the carbon footprint of every facility and addressing it"
Pirelli has also set a net zero target for suppliers' Scope 3 emissions by 2040 - that's a very big cut in supplier emissions from the anticipated level in 2030. How can this be achieved?
It is a steep curve, but many of our suppliers are already on the journey. We have big chemicals suppliers, big multinationals, who are already very advanced when it comes to decarbonisation, they understand exactly what they need to do.
Then there's a smaller group of suppliers who are not so advanced and, in those cases, we are engaging with them, showing them how the world is changing and what customers are demanding. And they can see that if they want to stay in business they will have to decarbonise, too - it's really a simple concept that everyone can understand: decarbonisation is about survival.
Then there's a smaller group of suppliers who are not so advanced and, in those cases, we are engaging with them, showing them how the world is changing and what customers are demanding. And they can see that if they want to stay in business they will have to decarbonise, too - it's really a simple concept that everyone can understand: decarbonisation is about survival.
As well as carbon emissions, the UN SDGs address water use and biodiversity. What specific initiatives does Pirelli have planned or underway in these areas?
I think everybody knows that water will be the next big sustainability emergency we face. We have set a water-use reduction target of 60 per cent by 2030, and since 2020 we've been running programmes in all our facilities aimed at reducing water stress and also improving the quality of water that's returned to the environment.
I think we have to be ready for tougher regulation on water use and water quality, and the cost of water is likely to rise as well. Meanwhile, on biodiversity, we've already embarked on a Biodiversity Action Plan whereby we are aligning our reporting with guidance from the World Business Council for Sustainable Development and mapping the biodiversity impact of all our industrial sites, with a target of having a complete impact map by next year. This is an area where everybody needs to act now, given that there's been a loss of around 69 per cent of global wildlife populations since 1970.
"We're mapping the biodiversity impact of all our industrial sites, with a target of having a complete impact map by next year"
I think we have to be ready for tougher regulation on water use and water quality, and the cost of water is likely to rise as well. Meanwhile, on biodiversity, we've already embarked on a Biodiversity Action Plan whereby we are aligning our reporting with guidance from the World Business Council for Sustainable Development and mapping the biodiversity impact of all our industrial sites, with a target of having a complete impact map by next year. This is an area where everybody needs to act now, given that there's been a loss of around 69 per cent of global wildlife populations since 1970.
"We're mapping the biodiversity impact of all our industrial sites, with a target of having a complete impact map by next year"
Pirelli has been very active on forestry issues. What is the current plan, given that there's a new EU forestry regulation coming into force later this year?
We certainly welcome the regulation, which is going to mean that companies have to show that products like timber or palm oil or rubber are not contributing to deforestation. On rubber in particular there's a long and vulnerable supply chain involved, and it is necessary to conduct step-by-step checks to ensure this entire supply chain is compliant with rigorous standards on everything from legal ownership of the land to human rights and child labour.
We welcome our most advanced suppliers being FSC™-certified, but we are also moving towards closer control of the supply chain right at the source. For example, last year we acquired Hevea-Tec, the biggest independent Brazilian processor of natural rubber, to help guarantee certification at every stage of production.
We welcome our most advanced suppliers being FSC™-certified, but we are also moving towards closer control of the supply chain right at the source. For example, last year we acquired Hevea-Tec, the biggest independent Brazilian processor of natural rubber, to help guarantee certification at every stage of production.
Let's talk about product innovations, how can they contribute to improving sustainability?
A couple of years ago, Pirelli decided it was time to make a tyre that was truly sustainable. Now what does that mean? We reviewed all of the different ways a tyre could contribute to sustainability and the result is the P Zero E tyre. This is different from anything else on the market, in terms of materials, emissions in the production chain, and rolling resistance, which influences fuel consumption.
It has a European A-class rating for rolling resistance, the highest level of energy efficiency, so it reduces tailpipe emissions, and the wear rate has been reduced by 42 per cent compared with earlier products, reducing particulate emissions from the tyre itself. The P Zero E is already made from more than 55 per cent non-fossil-fuel materials. By 2030 we will have a new tyre product that is more than 80 per cent fossil free.
"We reviewed all of the different ways a tyre could contribute to sustainability and the result is the P Zero E"
It has a European A-class rating for rolling resistance, the highest level of energy efficiency, so it reduces tailpipe emissions, and the wear rate has been reduced by 42 per cent compared with earlier products, reducing particulate emissions from the tyre itself. The P Zero E is already made from more than 55 per cent non-fossil-fuel materials. By 2030 we will have a new tyre product that is more than 80 per cent fossil free.
"We reviewed all of the different ways a tyre could contribute to sustainability and the result is the P Zero E"
On that question of particulate emissions, what is the latest progress?
This is part of the lifetime management of the tyre. Reducing wear rate through the use of new compounds is only one part of the solution. We are actively engaged in industry initiatives, such as the Tire Industry Project, a CEO-led forum to proactively identify and address potential environmental impacts from tyre and road-wear particles.
We are examining whether it is possible to change the generation models of the particles that are emitted - because the smaller the particle, the greater the potential hazard to health - as well as looking at increasing the biodegradability of tyre particles. This is where using natural rubber instead of synthetic materials can be important, because natural rubber is biodegradable. At the same time, we are looking at the other element of lifecycle management, which is about improving the recyclability of tyres, finding new and better ways to recover carbon black, which is the reinforcement and pigmentation material used in tyres.
We are examining whether it is possible to change the generation models of the particles that are emitted - because the smaller the particle, the greater the potential hazard to health - as well as looking at increasing the biodegradability of tyre particles. This is where using natural rubber instead of synthetic materials can be important, because natural rubber is biodegradable. At the same time, we are looking at the other element of lifecycle management, which is about improving the recyclability of tyres, finding new and better ways to recover carbon black, which is the reinforcement and pigmentation material used in tyres.
If we look at all the work being done on sustainability today, do you think the auto industry is moving fast enough?
We are not just moving fast - we are moving incredibly fast. On the one hand, there is a huge change in the way companies are doing business and a new understanding that we really do have to be different.
On the other hand, there is a window of opportunity that has opened up, where what looked like costs of transition are actually opportunities. All our stakeholders understand this. The regulators, the investors, the customers, they all understand it. The shift to sustainability is like a wheel - and it's moving faster and faster.
On the other hand, there is a window of opportunity that has opened up, where what looked like costs of transition are actually opportunities. All our stakeholders understand this. The regulators, the investors, the customers, they all understand it. The shift to sustainability is like a wheel - and it's moving faster and faster.
How Accenture and Pirelli have worked together
- Digital transformation
Accenture is a strategic partner in Pirelli's digital transformation roadmap. - o9 platform
Accenture supported Pirelli in deploying the o9 platform for digital business planning. - Malong Technologies
Accenture is an investor in Malong Technologies, a start-up that specializes in computer vision technology.
About Accenture
- Accenture is a global professional services company that offers consulting, strategy, digital, technology, and operations services.
- Accenture has a large delivery network and experience across many industries.
- Accenture helps clients create sustainable value for stakeholders and shape the future of their organizations.
About Pirelli
- Pirelli is a leading tire manufacturer with manufacturing sites in 13 countries.
- Pirelli has a network of distributors and retailers.
- China National Chemical Corp. Ltd. (ChemChina) has a controlling interest in Pirelli.