Vredestein and Italdesign at Milan Design Week
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Vredestein & Italdesign delegates at Milan Design Week
Apollo Tyres and Italdesign are currently celebrating over 25 years of innovative tyre design at Milan Design Week (20 to 26 April). The two companies are showcasing notable examples of their collaboration, including the Vredestein Ultrac Sessenta and the all-new Vredestein Quatrac Pro 2 all-season tyre, which will become available in the summer.
This year marks 27 years of the renowned Italian design house working alongside the Vredestein brand. The two companies first worked together to design the Vredestein Sportrac, which debuted in 1999. Styled by Giorgetto Giugiaro, one of the world’s most prolific automobile designers, the Sportrac pioneered an asymmetric look that enhanced its sporty visual character.
Since then, the two organisations have collaborated on multiple projects, combining creative expertise with technical innovation to produce visually appealing, high-performance tyres.
Launched in 2006, the Ultrac Sessenta was designed by Italdesign to mark sixty years of the Vredestein brand in Enschede, the Netherlands. A nod to the Italian designers, Sessenta is Italian for the number sixty. The ultra-high-performance summer tyre features a unique tread design with enhanced performance and handling characteristics.
The most recent co-operation between the two companies has been for the Vredestein Quatrac Pro 2 ultra-high-performance all-season tyre, which will become available from June, incorporating a unique sidewall design which depicts the seasons as a ‘seamless interplay of solids and voids’, with fluid graphical elements evoking leaves, snow and rain.
The overall ‘Passage’ theme of the Quatrac Pro 2 reflects the cyclical nature of the seasons and the concept of journey and transition, from hot, dry landscapes to snow-covered surfaces. Visual elements such as ripples on water and cues of wind and movement reference the advanced all-season capabilities of the new tyre.
Udyan Ghai, Head of Marketing at Apollo Tyres Ltd says, “The partnership with Italdesign has endured because we share the same ethos regarding the union of performance and aesthetics in modern product design. Both the Ultrac Sessenta and Quatrac Pro 2 demonstrate how tyre design can enhance not only function, but also visual identity.”
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