In mid-October Pirelli introduced its Pirelli Tyre Hotel concept to Dubai. The temperature-controlled facility at Pirelli’s P Zero World in Dubai is fitted with custom-designed racks designed to enhance health and longevity of tyres. The concept was first introduced by Pirelli at its Tyre Performance Centre in Burton-on-Trent, England.
Melbourne, Australia has become the fifth location for Pirelli’s global flagship P Zero World retail store. The new opening follows Los Angeles (2016), Munich (2017), Monaco (2018), and Dubai (2019) as the latest site for the brand’s “boutique store for tyres” concept. P Zero World stocks Pirelli’s most exclusive products alongside bespoke services for owners of sports and luxury cars.
Pirelli has opened a fourth branch of its tyre boutique retail concept P Zero World on a third continent. The store follows previous openings in Los Angeles, Munich and Monte-Carlo. More than 60 supercars belonging to local collectors formed a parade through the city to mark the Dubai opening. The following day more than 200 cars took to the track at Yas Marina in Abu Dhabi for the P Zero Experience: Pirelli’s track day event.
A new P Zero World – the second Pirelli has set up in Europe and just the third worldwide – has opened a few metres away from Portier corner on the Monaco Grand Prix circuit. The outlet’s opening was celebrated by a parade of more than 40 supercars taking part in the first-ever P Zero Road Experience held on public roads, and the inauguration of P Zero World in Monte Carlo also hosted the world debut of the latest creation from MV Agusta and Pirelli Design.
How do you reach the “most discerning” consumers within a market and become the “undisputed leader” in premium-tier products and services for this group? For Pirelli, the answer is to offer an entire “brand experience,” and the tyre maker is now putting this concept to the test in North America with the opening of its first P Zero World retail outlet.