Giovanni Battista Pirelli - industrial entrepreneur

Founder of the giant Pirelli tyre company

Giovanni Battista Pirelli began
his company with 45 employees

Giovanni Battista Pirelli, who in 1872 founded a business making products in rubber that would in time became the sixth largest tyre producer in the world, was born on this day in 1848 in Varenna, a village on the shore of Lake Como about 85km (53 miles) north of Milan.

Launched in January 1872 as GB Pirelli & Co, the firm initially produced a range of goods involving rubber, which included drive belts and hoses, underwater electrical and telegraph cables, waterproof clothing and footwear.

It began to manufacture tyres, first for bicycles, in around 1890, followed by motor vehicles in 1901. Pirelli & Co SpA was listed on the Borsa Italiana, the Milan-based Italian stock exchange, in 1922. It was the first Italian company to be listed on the New York Stock Exchange in 1929.

A fervent supporter of the Risorgimento movement, Giovanni Battista Pirelli fought in The Third War of Italian Independence, signing up with the third regiment of Garibaldi's volunteers while still a student, helping the Kingdom of Italy’s forces defeat the Austrians at the Battle of Monte Suello near Brescia in July 1866.

The eighth of 10 children born to baker Santino Pirelli and housewife Rosa Riva, Giovanni attended schools in Varenna - then itself part of the Austrian Habsburg empire - and Como and he was able to pursue higher education in Milan despite his father dying when he was only eight years old.

The elongated 'P' of the Pirelli logo has been a feature
of the tyre company's advertising since 1906

After studying physics and mathematics at the University of Pavia, he entered the Higher Technical Institute in Milan (later Milan Polytechnic) in 1867. At first he studied civil engineering before opting for industrial engineering in his second year. His marks in acquiring a diploma of industrial engineering were so impressive he was granted one of the two 3,000-lire scholarships established by the Milanese noblewoman Teresa Berra Kramer.

This allowed him to embark on a tour of Europe with the aim of identifying and studying a new industry. His travel plans were often disrupted by the political turmoil in parts of Europe at the time but the tour was a success nonetheless; Pirelli came into contact with some of the foremost protagonists of European industrial development.  His first inclination was to become involved with textiles but after taking advice from his professor, the engineer Giuseppe Colombo, he identified the nascent elastic rubber industry as the one he wanted to pursue.

When he returned to Italy, after Colombo had helped him raise the capital to set up his company, Pirelli appointed Antoine Aimé Goulard, a contact he had made in France who understood the rubber industry, as his technical director, responsible for instructing Pirelli in the technical processes used for manufacturing items in elastic rubber and for training employees.

The first Pirelli factory in Milan opened for the
production of rubber products in June, 1873

The company’s first factory, near Porta Nuova in the northeastern quarter of Milan, began operations in June, 1873, with five office staff and 40 workers in a 1,000sqm plant. The first articles produced were pipes, belts, valves, and gaskets.  It was the first factory in Italy to produce rubber goods and one of the first in Europe.

Built alongside the Sevesetto stream, on more or less the site where the Pirelli Tower skyscraper stands today, the factory grew to employ more than 250 people in less than ten years.

Committed to the future prosperity of Milan, Pirelli became involved with local politics, joining the city council, where he remained from 1877 until 1889. He was concerned with the problems of the neighbourhood where he lived and where the factory was located. As a member of the city's Chamber of Commerce, he gained enough experience to become a driving force in a successful campaign to reform the tariff laws that were holding back the development of the company.  In 1909, King Victor Emmanuel III of Italy appointed Pirelli as a Senator of the Kingdom of Italy.

The company expanded rapidly from the 1880s after Pirelli began the industrial production of electrical conductors and underwater electric cables. Pirelli laid the first submarine telegraph cables in the Red Sea and the Mediterranean on behalf of the Italian government, and was engaged by the Spanish government to lay submarine cables between Spain, the Balearic Islands and Morocco. 

But it was Pirelli’s identifying the potential of tyre manufacturing that was to turn Pirelli & Co into an industrial giant. In 1891 it began the production of bicycle tyres and in 1901 tyres for cars and motorcycles. 

The Pirelli Family tomb in the
Monumental Cemetery in Milan

The company’s foreign expansion began with a subsidiary factory opened in Spain in 1902, shortly before Pirelli’s two sons, Piero and Alberto, joined the business. Factories were built in countries across Europe, in Great Britain, Turkey and the Americas. Eventually the Pirelli businesses at home and abroad employed more than 55,000 people. 

Pirelli adopted the famous elongated ‘P’ in the company logo in 1906, and began his company’s long and successful association with motor sport. The motor car race from Peking to Paris in 1906 was won on Pirelli tyres. Today, Pirelli is the exclusive tyre partner for the FIA Formula One World Championship and for the FIM World Superbike Championship.

More recently, the company was the primary sponsor of Inter-Milan football club between 1995 and 2021 and has sponsored other football teams in Europe and South America. 

Although it is 92 years since Giovanni Battista Pirelli died - he was laid to rest in the Monumental Cemetery of Milan - the company name lives on, albeit since 2015 under Chinese ownership. It employed 31,000 people at 19 facilities in 12 countries with a market capitalisation of $6.69 billion as of May, 2024. 

The Pirelli family tomb at the Monumental Cemetery is marked by a monument, the Edicola Pirelli, designed by the Milan architect Luca Beltrami.

The beautiful waterfront at the Lake Como
village of Varenna, Pirelli's birthplace

Travel tip:

Established by local fishermen in the eighth century, Varenna, where Pirelli was born, is an enchanting village nestled on the eastern shore of Lago di Como in northern Italy, located about 23km (14 miles) along the shore from the town of Lecco just opposite the peninsula of land where the lake divides into its Lago di Como and Lago di Lecco forks. Varenna offers stunning views of the lake and surrounding mountains, while the village is known for the vibrant, pastel-coloured houses that line the waterfront, and the narrow, steep streets leading away from the water. Historic sites include the 11th-century Chiesa di San Giovanni Battista and the beautiful Villa Monastero, which features well tended gardens and a museum. The Passeggiata degli Innamorati (Lovers' Walk) is a romantic lakeside promenade perfect for leisurely strolls.  Varenna hosts cultural events and festivals throughout the year, celebrating Italian traditions and arts.

The Pirelli Tower used to be
the tallest building in Italy

Travel tip:

In 1950, Alberto Pirelli, who had succeeded his father, Giovanni Battista Pirelli as president and owner of the Pirelli tyre company, commissioned the architect Gio Ponti to build a skyscraper in the area where the corporation's first factory was located in the 19th century. Ponti was assisted in the project by Pier Luigi Nervi and Arturo Danusso. Built between 1956 and 1958, it became a symbol not only of Milan, but also of the economic recovery of Italy after the devastation of World War II. At 127m (417 feet) and with 32 floors, it was initially the tallest building in Italy until the pinnacle of the Mole Antonelliana in Turin was restored in 1961. Characterized by curtain wall façades and tapered sides, it was among the first skyscrapers to abandon the customary block form and was hailed as one of the most elegant tall buildings in the world. In a career that spanned six decades, Ponti completed more than 100 architectural projects around the world, including 46 in Milan, his home city, but the Pirelli Tower is still his most famous. Pirelli sold the building to the Lombardy regional government in 1978. 

Also on this day:

1660: The birth of Saint Veronica Giuliani

1888: The birth of tenor Tito Schipa

1983: Pope John Paul II visits prison to forgive would-be assassin

1985: Terror attack at Rome’s Fiumicino Airport 

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Arnoldo Mondadori - publisher

Business launched with socialist newspaper became biggest in Italy

Arnoldo Mondadori (left) pictured with Georges 
Simenon, one of the authors of the early gialli

Arnoldo Mondadori, who at the age of 17 founded what would become Italy’s biggest publishing company, was born on this day in 1889 in Poggio Rusco, a small Lombardian town about 40km (25 miles) southeast of Mantua.

As the business grew, Mondadori published Italian editions of works by Winston Churchill, Thomas Mann and Ernest Hemingway among others, as well as by some of Italy’s own literary giants, including Gabriele D’Annunzio and Eugenio Montale.

Mondadori was the publisher of news magazines such as Epoca, Tempo and Panorama, launched the women’s magazine, Grazia, struck a deal with Walt Disney to publish children’s magazines, and introduced Italy to detective fiction with a series of crime mysteries called Gialli Mondadori, whose yellow (giallo) covers eventually led to gialli becoming a generic term in the Italian language, used not only to identify a detective novel but to describe unsolved mysteries in real life. 

His Oscar Mondadori paperback novels, sold on newsstands, made fiction accessible to much wider audiences than previously, while he set up the Club degli Editori as Italy’s first mail-order book club.

The third of six children born to Domenico Secondo, an itinerant shoemaker, and his wife, Ermenegilda, Arnoldo was forced to give up his formal education at a young age in order to contribute to the family’s income. 

The tradition of gialli crime novels
was started by Mondadori

After the family had moved to Ostiglia, on the banks of the Po river, Arnoldo had a series of jobs and became an active socialist. His publishing career began when he began working in a stationery shop, which gave him access to a printing press.

After teaching himself how to operate the machine, he began to publish a socialist newspaper called Luce.  He enjoyed his new working environment and with the aid of a benefactor was able to raise enough money to buy the shop and its press. 

Mondadori proved to be an astute businessman, soon recognising that handsome profits could be made by producing textbooks for Italy’s growing education system. In 1912 he launched the La Scolastica imprint with Aia Madama, a collection of folk tales assembled by his friend, Tomaso Monicelli, an Ostigliese scholar whose collaboration encouraged other noteworthy authors to sign up with Mondadori. 

The outbreak of World War One interrupted the growth of the company, although Mondadori struck on another profitable idea by publishing illustrated newspapers to entertain soldiers on the front line. 

After the end of hostilities, the business expanded rapidly, with new partners coming on board, bringing investment and resources that enabled Mondadori to move his headquarters to Milan, open a production centre in Verona and an administrative office in Rome. One such partner, a well-connected Milan industrialist called Senatore Borletti, enabled Mondadori to make valuable contacts inside the increasingly powerful Fascist party, which turned out to be vital when the Fascist government introduced strict controls in the education system.

It was Borletti who helped persuade D’Annunzio, the aristocratic writer, soldier and nationalist politician, to join Mondadori when he retired to his home on Lake Garda to devote his later years to writing poetry and plays.

Arnoldo Mondadori turned his business 
into Italy's biggest publishing company

In 1921, Mondadori acquired the rights to the popular Children’s Encyclopaedia but his ambitions were not limited to the education sector. Seeking to strengthen his relationship with the Fascist government, Mondadori commissioned Margherita Sarfatti, a well-known art critic, to write a biography of the Fascist leader, Benito Mussolini. Entitled Dux, it was a largely sympathetic work which met with the approval of the Duce himself and proved to be a best-seller.

This cosying up to the regime proved to be worthwhile when the decision was made in 1928 to require schools to teach from just one, state-sanctioned textbook. Soon, almost a third of these textbooks were being printed and distributed by Mondadori and in time he had a virtual monopoly.

Nonetheless, this shrinking of the market in school books required Mondadori to establish other business models.

Encouraged by Luigi Rusca, a translator and director of the company, who had seen the success of the genre in the United States, Mondadori moved into publishing crime fiction.  At first, it was foreign writers such as Raymond Chandler, Dashiell Hammett, Georges Simenon, Agatha Christie and Erle Stanley Gardner whose stories began to appear in Italian translation. Yet they were so successful, with 5,000 copies sold in the first month following the launch, that Italian writers began to take an interest in the genre and in 1931 the first truly Italian giallo - Alessandro Varaldo’s Il Sette Bello - was added to the series.

In 1935, the publishing house further diversified through an agreement with Walt Disney to publish children's magazines based on Disney comics characters, a deal which ran until 1988. Grazia magazine launched in 1938.

The present headquarters of Arnaldo Mondadore
Editore at Segrate, an eastern suburb of Milan

World War Two had severe consequences for the company, who had to move its headquarters to Verona after Milan was subjected to heavy allied bombing.  Mondadori and his family sought refuge in Switzerland.

After the war, the business shifted more and more towards magazine publishing, but books remained a large part of Mondadori’s success, particularly the Oscar Mondadori series, which was launched in 1965 with Hemingway’s A Farewell to Arms. In the same year, the number of people employed by the company, which stood at 335 in 1950, topped 3,000.

Arnoldo Mondadori died in 1971 at the age of 81, after which the control of the business passed to the younger of his two sons, Giorgio, who had been chairman at the time of his father’s death. Arnoldo was survived by his wife, Andreina.

Giorgio commissioned the Mondadori group’s impressive headquarters at Segrate on the outskirts of Milan but left the company in 1976 after his two sisters, Cristina and Mimma, merged their shares to acquire a controlling interest, putting Cristina’s husband, Mario Formenton, in charge.

Since 1991, Arnoldo Mondadori Editore has been controlled by Fininvest, the holding company established by the late Silvio Berlusconi. The former Italian prime minister’s daughter, Marina, has been chair since 2003.

The elegant parish church of Santissimo
Nome di Maria in Poggio Rusco

Travel tip:

Poggio Rusco, where Arnoldo Mondadori was born, is a town of around 6,500 inhabitants, to which visitors can experience the authentic culture and cuisine of the Oltrepò Mantovano area. Surrounded by fertile fields and canals, Poggio Rusco has an impressive 16th-century castle, an elegant parish church, and an ancient tower that overlooks the town. Local specialties include tortelli di zucca, the pumpkin-filled pasta, and salame mantovano, a typical cured meat. Poggio Rusco is well placed as a base from which to explore the nearby cities of Mantua, Verona, Ferrara, Bologna and Modena, which are all within an hour's drive.

The art nouveau Palazzina Mondadori in Ostiglia,
once the home of La Sociale print workshop

Travel tip:

Ostiglia, where Mondadori launched his business career in 1907, is a small town located along the ancient Via Claudia Augusta Padana, overlooking the Po River, in a strategic position once exploited by the Romans. The area around Ostiglia, which lies just under 35km (22 miles) southeast of Mantua, is popular with visitors for its network of nature trails, many of them in the Paludi di Ostiglia nature reserve, which is home to 175 bird species. There are also many cycle routes, including one that links Ostiglia with the city of Treviso in Veneto, which follows the path of the disused 120km (75 miles) Treviso-Ostiglia military railway line. The centre of Ostiglia is notable for its mediaeval towers and art nouveau houses, while the archaeological museum tells the town’s history from its days as the Roman trading post, Hostilia. The Roman historian Cornelius Nepote, who was born there, as was Ermanno, Marquis of Verona, who built the town’s castle. Mondadori's first printing house, La Sociale, can be visited as part of the art nouveau Palazzina Mondadori, which today houses Arnoldo Mondadori's personal and private library, consisting of about 1,000 volumes. The building is equipped with classrooms, multimedia and exhibition halls used to promote reading in conjunction with the Fondazione Mondadori.

Also on this day:

293: The death of San Giusto of Trieste

1418: The birth of builder and diarist Gaspare Nadi

1475: The death of condottiero Bartolomeo Colleoni

1893: The birth of car designer Battista ‘Pinin’ Farina

1906: The birth of film director Luchino Visconti

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Renzo Rivolta - engineer

Entrepreneur who invented the ‘bubble car’

Rivolta's Isetta filled a gap in the auto market
between motorcycles and scooters and cars

Renzo Rivolta, the businessman and engineer behind the ‘bubble car’ phenomenon of the 1950s, was born in Desio, a town in Lombardy about 20km (12 miles) north of Milan, on this day in 1908.

A visionary entrepreneur, Rivolta conceived the three-wheeled vehicle as a crossover between a motorcycle and a car, to bridge the gap in the market between conventional motorcycles and scooters and Italy’s cheapest car, the Fiat Topolino.

Named the Isetta, the car was essentially egg-shaped with just about room for two adults on the one seat. The nose section was also the access door, with a rack attached to the rear to carry a small amount of luggage. Because of its shape and bubble-like windows, it became known as a bubble car.

In the event, it was not particularly successful in Italy, yet it was a hit with buyers in other parts of Europe and in South America, where it was produced under licence.  

In Germany it is remembered as the car that saved BMW.  The company’s decision to invest in the Isetta, sold in Germany as the BMW Isetta 250, enabled a postwar recovery that was in serious doubt with the market in luxury cars slow to pick up.

Renzo Rivolta's business began
by manufacturing refrigerators

The first BMW Isettas rolled off the production line in 1955 and eventually more than 160,000 were sold. Isettas were built under licence in Argentina, Brazil, Spain, Belgium, France and the United Kingdom. Unlike the version produced in England, the German Isetta had four wheels as opposed to three, albeit with the rear two wheels positioned closer together than the front.

The car also sparked a rash of copies, with companies in Europe such as Messerschmitt, Heinkel, Vespa and Renault producing their own microcars. Britain’s roads saw the Peel P50, the Scootacar and the Bond Bug follow the trend, their popularity helped by road tax on three-wheelers being the same as for two-wheeled vehicles. 

Renzo Rivolta’s family in Desio were in the lumbar business. As a young man, as well as studying engineering, he had a passion for cars, motorcycles and speed boats, in all of which he raced. The Monza motor racing circuit was just a few kilometres from the family home.

One of his earliest business ventures, however, involved none of those things but refrigerators. In 1940, he bought a company called Isothermos, which had a factory just outside Genoa making heaters and chillers. When the factory was damaged in a bombing raid in 1942, he moved production to new premises at Bresso, a town now part of greater Milan.

Immediately after the end of the Second World War, Rivolta decided to devote his company to the production of Iso motorcycles and scooters, which buyers saw as an affordable and versatile means of getting around and offered significant commercial profits.

By 1953, he had changed the company’s name to Iso Autoveicoli and launched the Isetta, the success of which ultimately enabled Rivolta to pursue his ambition to produce high-performance sports cars. 

The Iso Grifo fulfilled Renzo Rivolta's dream
of moving into the performance car market

In collaboration with renowned designer Giorgetto Giugiaro, engineer Giotto Bizzarrini and coachbuilder Giovanni Bertone, Iso developed the Iso Grifo, a stunning grand tourer, which later led to the creation of the Bizzarini 5300 GT. 

Sadly, Renzo’s time to enjoy the trappings of his success was cut short when he died suddenly in 1966 at the age of 57.

He left a widow, Maria Aurelia Barberi (known as Marion), and two children, Attilia and Pier Attilio (known as Piero). Piero took over the running of the company, overseeing a period which saw the formation of the Iso-Rivolta-Marlboro Formula One team, managed by a young Frank Williams.

The Rivolta family sold the business in 1972, with car production ending two years later. Piero bought back the names Iso and Iso Rivolta, and after an initiative launched by the coachbuilder Zagato, a limited edition of a new sports car, the ISO Rivolta GTZ, was produced in 2019.

After success in a number of business projects, Piero and his family moved to Florida in 1980. In recent years, Pietro has devoted more of his time to writing novels and poetry, publishing eight books.

Renzo Rivolta's home in Bresso was the magnificent 
Villa Patellani, seen from Via Giulio Centurelli

Travel tip:

Bresso, situated a few kilometres north of the centre of Milan, is a charming suburban town with origins that can be traced back to the Roman era, when it was a small agricultural settlement known as Brissum. It remained a rural community until Milan experienced rapid industrialisation and urbanisation in the 20th century, when it began to attract commuters seeking a more affordable and less crowded lifestyle within easy reach of the city centre. Nonetheless, Bresso has a well preserved historic centre of narrow cobblestone streets, quaint squares, and traditional Lombard architecture.  Its oldest church, the Chiesa dei Santi Nazaro e Celso, dates back to the 15th century, while the modern Madonna della Misericordia, which was built in 1963, is shaped like Noah's ark. In 1939, Renzo Rivolta bought the Villa Patellani, a typical example of 18th-century Lombardy architecture, a reconstruction of a pre-existing 16th-century building. In 1942 it became part of the estate that incorporated the headquarters of his company, Isothermos, later Iso Autoveicoli. Part of the estate is now a community park, while one of the two surviving warehouse buildings now houses the municipality’s Post Office. 

The Basilica dei Santi Siro e Materno in Desio,
which was completed in 1744 and later enlarged

Travel tip:

Desio, where Rivolta was born, is a town of just under 21,000 people in the province of Monza and Brianza, which takes its name from the Latin ad decimum, meaning "at the 10th mile," referring to its location 10 Roman miles north of Milan. In 1277, it was the scene of a pivotal battle between the Visconti and della Torre families for the rule of Milan, won decisively by the Visconti, who would dominate the city until the mid-15th century. It is also the birthplace of Achille Ratti, who as Pope Pius XI was head of the Catholic Church between 1922 and 1939 and first sovereign of the independent Vatican City State upon its creation in 1929. His birthplace is now a museum dedicated to his life and legacy. The town is home to several notable churches, including the Basilica dei Santi Siro e Materno, which was consecrated upon its completion in 1744 and reconsecrated in 1895 following its enlargement and the addition of its dome.  

Also on this day: 

1533: The birth of philosopher Giacamo Zabarella

1568: The birth of poet and philosopher Tommaso Campanella

1901: The birth of politician Mario Scelba

1970: The birth of Paralympian Francesca Porcellato

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Alfonso Bialetti – engineer

The genius behind one of the most quintessentially Italian style symbols

Alfonso Bialetti (right) pictured in his workshop
at his Crusinallo foundry in the 1930s

Alfonso Bialetti, who became famous for designing the aluminium Moka Express coffee maker, died on this day in 1970 in Omegna in Piedmont.

Originally designed in 1933, the Moka Express has been a style icon since the 1950s, and it remains a famous symbol of the Italian way of life to this day.

Bialetti was born in 1888 in Montebuglio, a district of the Casale Corte Cerro municipality in Cusio, Piedmont. As a young man, he is said to have alternated between assisting his father, who sold branding irons, and working as an apprentice in small workshops.

He emigrated to France while he was still young and became a foundry worker, acquiring metalworking skills by working for a decade in the French metal industry.

In 1918 he returned to Montebuglio, opened a foundry in nearby Crusinallo and began making metal products. This became the foundation of Alfonso Bialetti & Company.

Moka pots made today have the same design
and still carry the L'omino con i baffi logo

He came up with the brilliant idea of the Moka Express, which was to revolutionise the process of making coffee in the home.  The process by which hot water in the pot’s lower chamber is forced by the pressure of steam to percolate through a funnel containing coffee grounds is said to have been influenced by Bialetti’s observations of a washing machine used by his wife.

The name given to his invention was inspired by the city of Mokha in Yemen, one of the world’s leading centres for coffee production.

The Moka’s classic design, with its eight-faceted metallic body, is still manufactured by the Bialetti company today and it has become the world’s most famous coffee pot. The use of aluminium was a new idea at the time because it was not a metal that was traditionally used for domestic purposes.

The design transformed the Bialetti company into a leading Italian coffee machine designer and manufacturer.

At the start, Bialetti sold the Moka coffee pot only at local markets, but many millions of Moka coffee pots were to be sold throughout the world during the years to follow. The Moka express was small, cheap to produce, and easy to use, and made it possible for many more people to brew good coffee in their own homes.

When Alfonso Bialetti’s son, Renato, took over the business, he initiated a big marketing campaign to boost the profile of the Moka coffee pot and to ensure the popularity of the Bialetti brand in the face of many copy-cat products coming on to the market. 

Key to that campaign was the introduction of a Moka ‘trademark’ on every Bialetti coffee pot in the form of a cartoon caricature - L'omino con i baffi - the little man with the moustache - his right arm raised with finger outstretched as if summoning a waiter, based on a humorous doodle of Renato drawn by Paul Campani, an Italian cartoonist.

Alfonso Bialetti was the grandfather of Alberto Alessi, president of Alessi Spa, the famous Italian design house.

In 2007, Bialetti’s company was listed on the online stock market of the Italian stock exchange.

Montebuglio sits on a hillside a short distance
from the picturesque Lago d'Orta

Travel tip: 

Montebuglio, where Alfonso Bialetti was born, is a tiny village occupying a hillside location overlooking the valley of the Strona river in Piedmont, a short distance from Lago d’Orta, one of the smaller lakes of the Italian ‘lake district’ but no less picturesque than its better-known neighbour, Lago Maggiore, which lies a few kilometres to the east, the other side of Monte Falò.  Montebuglio is a parish of the municipality of Casale Corte Cerro, located 15km (nine miles) from Verbania, 50km (31 miles) from the Swiss town of Locarno and 100km (62 miles) northwest of Milan.  The popular Lake Maggiore resorts of Baveno and Stresa are within a short distance of Casale Corte Cerro. The largely wooded countryside around the area is crossed by a dense network of paths, by which walkers are able to reach vantage points on the steep, mountainous slopes from which, in clear weather, it is possible to enjoy a view that includes the Orta, Maggiore, Varese, Monate and Comabbio lakes. 

Stay in Casale Corte Cerro with Booking.com

Omegna is a beautiful and lively town on the north
side of Lake Maggiore's neighbour, Lake Orta

Travel tip: 

Omegna, where Bialetti spent the final years of his life and where the Alessi company still has its headquarters, is a lively town on the north side of Lake Orta, an area of outstanding natural beauty where tree-lined mountains meet the shimmering water of the lake. Omegna’s civilisation dates back to the Bronze Age, with settlements subsequently established there by the Ligures - a tribe from Greece - the Celts and Romans. Omegna, which is popular in the summer months, when it hosts many festivals and concerts, is sometimes referred to as the Riviera di San Giulio, named after an early Christian saint buried on an island in Lake Orta.  Among places to visit are a museum of the town’s history, the Romanesque church of Sant’Ambrogio and the Porta della Valle, sometimes called Porta Romana, one of five ancient protective gates still standing. 

Find accommodation in Omegna with Booking.com

More reading:

The Turin bar and hotel owner who invented the espresso machine 

The former peasant farmer who founded the Lavazza coffee company

The opening of Venice’s historic Caffè Florian

Also on March 4:

1678: The birth of composer Antonio Vivaldi

1848: The first Italian Constitution is approved by the King of Sardinia

1916: The birth of writer and novelist Giorgio Bassani

1943: The birth of singer-songwriter Lucio Dalla

(Picture credits: Montebuglio by Bart292CCC; Omegna by Fabio Pocci; via Wikimedia Commons)

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Leonardo Servadio - entrepreneur

Tailor from Perugia whose Ellesse brand found global success

The Ellesse logo came to symbolise the style and
quality associated with the brand's range 

The tailor and businessman Leonardo Servadio, who founded the Italian sportswear company Ellesse, was born on this day in 1925 in Perugia.

Ellesse - the name is taken from Servadio’s initials as they are spelled in the Italian alphabet, elle and esse - was a groundbreaker in its field, the first manufacturer to display its brand name on the outside of a garment.

Under Leonardo’s management, it grew to become one of the best known names in sportswear, particularly in the worlds of tennis and skiing, and acquired a glamorous image that enabled it to expand successfully into the leisurewear market.

Now owned by the Pentland Group, a British company with a large portfolio of sportswear brands, at its peak Ellesse sponsored tennis stars such as Chris Evert and Boris Becker, the skier Alberto Tomba and the racing driver Alain Prost, as well as the New York Cosmos football team.

Leonardo, whose parents owned a textile business in Perugia, became interested in making clothes as a young man. He learned tailoring skills at the age of 14 so that he could work in the family shop.

The brilliant Chris Evert was one of 
the tennis greats signed up by Ellesse

In 1959, after 20 years working for his father, he struck out on his own, acquiring a workshop in the Pallotta suburb, before opening his first factory in Via Mario Angeloni, to the west of the city centre. Trading as L & S, his initial speciality was trousers, designed for everyday use but smartly cut. They were so popular it was not long before they became a bestselling line and Leonardo stepped up production to become the second largest trouser manufacturer in Italy.

The company grew, taking on more employees and Leonardo’s brother in law, Franco D’Attoma, who would later become president of the city’s football team, joined the company, taking charge of administrative matters to allow Leonardo to focus on design.

Setting his sights first on skiing, which had always been a passion, he produced high quality skiing trousers, to which he added a distinctive touch in the form of a penguin logo attached to the thighs, and the company name on the lower part of the leg, a marketing device that at the time was unique.

He ploughed his profits into acquiring a plot of land to the west of the city at Ellera di Corciano, where he built a modern factory and warehouse, which remains the company headquarters today. It was around this time that the Ellesse name was born and a decision was taken to sponsor the Italian national alpine skiing team, the brand’s profile receiving a massive boost when Gustav Thöni won the giant slalom world cup wearing the Ellesse name and logo.

A new type of ski garment, which was dubbed the jet pant and featured protective knee pads and a flared bottom worn outside the boot, brought the company further success before Leonardo turned his attention to his other major sporting love, tennis.

With individual and tournament sponsorship as its marketing drivers, Ellesse soon became one of the most visible names in tennis. The Italian number one male player, Corrado Barazzutti, was the first to sign a clothing contract, sporting a new logo, the now-familiar red-and-orange symbol, a semi-circle said to represent the top of a tennis ball bisected by two ski tips.

Leonardo Servadio was often
seen at tennis tournaments

When stars such as Wimbledon champions Chris Evert and Boris Becker joined the Ellesse stable, along with four-times Grand Slam winner Guillermo Vilas of Argentina, the brand had positioned itself as one of the world’s leading tennis wear manufacturers, further cementing its market status by sponsoring a series of international tournaments that became known as the Ellesse Women’s Circuit.

At the time Leonardo sold 90 per cent of the company’s shares to the Pentland Group in 1993, having already struck a deal with Reebok for the sale of Ellesse’s United States operations, the company had annual sales in excess of £80 billion and a workforce of more than 450 employees.

Although he retained an interest in Ellesse as company president, Leonardo devoted much of his time thereafter to projects closer to home.

He turned the large rooms with mediaeval vaults in the city centre that were once home to his father's business into the Caffè di Perugia, which became popular with local people and a great attraction for tourists, including a bar, restaurant and wine shop.

Leonardo Servadio died in Perugia in January 2012 at the age of 87.

The Fontana Maggiore at the heart of Perugia's
main square, Piazza IV Novembre

Travel tip:

Perugia, Leonardo Servadio’s home city and the capital of the Umbria region, is an ancient city that sits on a high hilltop midway between Rome and Florence. In Etruscan times it was one of the most powerful cities of the period.  It is also a university town with a long history, the University of Perugia having been founded in 1308.  The presence of the University for Foreigners and a number of smaller colleges gives Perugia a student population of more than 40,000.  The centre of the city, Piazza IV Novembre, has a mediaeval fountain, the Fontana Maggiore, which was sculpted by Nicolo and Giovanni Pisano.  The city’s imposing Basilica di San Domenico, built in the early 14th century also to designs by Giovanni Pisano, is the largest church in Umbria, with a distinctive 60m (197ft) bell tower and a 17th-century interior, designed by Carlo Maderno, lit by enormous stained-glass windows. The basilica contains the tomb of Pope Benedict XI, who died from poisoning in 1304.

A panorama over the skyline of Corciano, the
beautiful town just outside Perugia

Travel tip:

Corciano, a beautiful town in Umbria of which Ellera di Corciano is a neighbouring village, can be found about 12km (7 miles) west of the city of Perugia. Surrounded by the mediaeval walls built in the 13th and 14th centuries, it is characterised by small streets and stairways and houses built in limestone and travertine, dominated by the . The village is dominated by a majestic castle, the Rocca Paolina, a monumental fortress built to a design by Antonio da Sangallo the Younger between 1540 and 1543. The town has an imposing gateway, the Porta Santa Maria, while the town's main church, dedicated to Santa Maria Assunta contains an altarpiece painting of the Assumption of the Virgin by Pietro Vannucci, known as il Perugino. 

Also on this day:

1451: The birth of composer Franchino Gaffurio

1507: The birth of painter Luca Longhi

1552: The birth of lawyer Alberico Gentili

1883: The birth of fashion designer Nina Ricci

1919: The birth of politician Giulio Andreotti

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Marco Polo - merchant and explorer

Venetian trader who described travels in China 

A 19th century portrait in mosaic of
Marco Polo at Palazzo Tursi in Genoa

The Italian explorer Marco Polo, who achieved a place in history as the first European to write in extensive detail about life in China, is thought by many historians to have died on or close to this day in 1324 in his home city of Venice.

Accounts of his final days say he had been confined to bed with an illness and that his doctor was concerned on January 8 that he was close to death. Indeed, so worried were those around his bedside that they sent for a local priest to witness his last will and testament, which Polo dictated in the presence of his wife, Donata, and their three daughters, who were appointed executors.

The supposition has been that he died on the same evening. The will document was preserved and is kept by the Biblioteca Marciana, the historic public library of Venice just across the Piazzetta San Marco from St Mark’s Basilica. It shows the date of the witnessing of Polo’s testament as January 9, although it should be noted that under Venetian law at the time, the change of date occurred at sunset rather than midnight.

Confusingly, the document recorded his death as occurring in June 1324 and the witnessing of the will on January 9, 1323. The consensus among historians, however, is that he reached his end in January, 1324.

Born in 1254 - again the specific date is unknown - Marco Polo was best known for his travels to Asia in the company of his father, Niccolò, and his uncle, Maffeo.

Having left Venice in 1271, when Marco was 16 or 17, they are said to have reached China in 1275 and remained there for 17 years. Marco wrote about the trip in a book that was originally titled Book of the Marvels of the World but is today known as The Travels of Marco Polo. It is considered a classic of travel literature.

A map showing the journeys said to have been 
made by Marco Polo on his travels to China

The book, which was written in prison after he had been captured during a war between the rival republics of Venice and Genoa upon returning to Italy, describes his experiences in China in terms of first-hand accounts. Sceptical experts have suggested some of the stories might have been appropriated from other explorers and merchants and passed off by Polo as his own. Yet although some of his descriptions of the exotic animals he ecountered seem somewhat fantastical, the accuracy of much of what he described has generally been confirmed in subsequent years.

The book, which Polo dictated to Rustichello da Pisa, a fellow prisoner of the Genoese who happened to be a writer, introduced European audiences to the mysteries of the Eastern world, including the wealth and sheer size of the Mongol Empire and China, providing descriptions of China, Persia, India, Japan and other Asian cities and countries.

Polo’s father and uncle had traded with the Middle East for many years and had become wealthy in the process. They had visited the western territories of the Mongol Empire on a previous expedition, established strong trading links and visited Shangdu, about 200 miles (320km) north of modern Beijing, where Kublai Khan, founder of the Yuan dynasty, had an opulent summer palace, and which was immortalised by the English poet Samuel Taylor Coleridge as Xanadu.

Their journey with Marco originally took them to Acre in present-day Israel, where - at the request of Kublai Khan - they secured some holy oil from the Church of the Holy Sepulchre in Jerusalem. They continued to the Persian port city of Hormuz and thereafter followed overland routes that later became known as the Silk Road.

Travelling through largely rough terrain, the journey to Shangdu took the best part of three years.  Marco Polo’s long stay owed itself partly to Kublai Khan taking him into his court and sending him on various official missions.  In that capacity, he extended his travels to include what is now the city of Hangzhou and may have crossed the border into India and what is now Myanmar.

A painting of unknown origin of Marco Polo's
father and uncle presenting a gift to Kublai Khan

The Polos left China in around 1291 or 1292, given the responsibility to escort a young princess to Persia, where she was to marry the Mongol ruler. Their route from Persia took through parts of what is now Turkey, to Constantinople, and then north along the Adriatic to Venice.  They arrived home in 1295.

It was during the second of four wars between Venice and their trading rival Genoa that Marco Polo was captured.  He remained a prisoner until 1299, when a peace treaty allowed for his release.  Thereafter, he continued his life as a merchant, achieving prosperity, but rarely left Venice or its territories again until his death.

His book, known to Italians under the title Il Milione after Polo’s own nickname, introduced the West to many aspects of Chinese culture and customs and described such things as porcelain, gunpowder, paper money and eyeglasses, which were previously unknown in Europe. Contrary to some stories, his discoveries did not include pasta, which was once held widely to have been imported by Marco Polo but is thought actually to have existed in the Italy of the Etruscans in the 4th century BC. 

Christopher Columbus and other explorers are said to have been inspired by Marco Polo to begin their own adventures, Columbus discovering the Americas effectively by accident after setting sail across the Atlantic in the expectation of reaching the eastern coast of Asia.

Marco Polo is buried at the
church of San Lorenzo

Travel tip:

One of the wishes Marco Polo expressed on his deathbed was that he be buried in the church of San Lorenzo in the Castello sestiere of Venice, about 850m (930 yards) on foot from Piazza San Marco. The church, whick dates back to the ninth century and was rebuilt in the late 16th century, houses the relics of Saint Paul I of Constantinople as well as Marco Polo’s tomb. Castello is the largest of the six sestieri, stretching east almost from the Rialto Bridge and including the shipyards of Arsenale, once the largest naval complex in Europe, the Giardini della Biennale and the island of Sant’Elena. Unlike its neighbour, San Marco, Castello is a quiet neighbourhood, where tourists can still find deserted squares and empty green spaces.

Arched Byzantine windows thought to
have been from the Polo family home

Travel tip: 

The Polo family home in Venice, which was largely destroyed in a fire in 1598, was in the Cannaregio sestiere close to where the Teatro Malibran now stands, in Corte Seconda del Milion, one of two small square that recall Marco Polo’s nickname, Il Milione, which may have been coined as a result of his enthusiasm for the wealth he encountered at the court of Kublai Khan in China or as a result of his being from the Polo Emilioni branch of the family. The Byzantine arches visible in Corte Seconda del Milion are thought to have been part of the Polo house.  The Teatro Malibran was originally inaugurated in 1678 as the Teatro San Giovanni Grisostomo, opening with the premiere of Carlo Pallavicino's opera Vespasiano.  It was renamed Teatro Malibran in 1835 in honour of a famous soprano, Maria Malibran, who was engaged to sing Vincenzo Bellini's La sonnambula there but was so shocked as the crumbling condition of the theatre that she refused her fee, insisting it be put towards the theatre’s upkeep instead. 

Also on this day:

1878: The death of Victor Emmanuel II, first King of Italy

1878: Umberto I succeeds Victor Emanuel II

1944: The birth of architect Massimiliano Fuksas

2004: The death of political philosopher Norberto Bobbio

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Italo Marchioni - ice cream maker

Italian-American inventor of the waffle cone

Italo Marchioni hailed from
mountainous northern Veneto

Italo Marchioni, the ice cream manufacturer credited by many as the inventor of the ice cream cone, was born in the tiny mountain hamlet of Peaio in northern Veneto on this day in 1868.

Marchioni learned his skills in Italy, where gelato was well established as a popular treat, but in common with so many Italians during what were tough economic times in the late 19th century he took the bold step of emigrating to the United States in 1890.

Records suggest his first American home was in Philadelphia, Pennsylvania, and that it was there that he married Elvira De Lorenzo in 1893.

Marchioni - by then known by his Americanised name of Marchiony - later settled in Hoboken, a city in New Jersey with a strong pull for Italian immigrants that retains an Italian flavour to this day, with almost a quarter of the area’s population thought to have Italian roots. 

As he had done at home, Marchiony made and sold ice cream, starting out by selling lemon ice from a single cart, crossing the Hudson River every day to wheel his cart around the Wall Street financial district, where the traders were good customers.

His invention of what we now know as the ice cream cone came about after he found that his profits were being impacted by the frequent loss of the small glass dishes or glasses that he used to serve his ice creams.

The designs that accompanied
Marchioni's patent application

He would ask his customers to return the dish when they had finished and while many did, others forgot. Combined with the inevitable breakages, this meant that Marchiony had to spend a sizeable proportion of his takings on restocking with dishes.

By then, Marchiony was spending the evenings in the kitchen at the family home making waffles to accompany his ice cream. He found that if he folded a freshly made waffle before it had fully cooled, he could shape it into a cup.

Now he had a container for his ice cream that was edible. They quickly became known as “toots” according to some accounts, perhaps because Marchiony told his customers they could eat all of it, the container as well as the ice cream - “tutti”.

Ice cream vendors themselves were often called “hokey-pokey men”, thought to have derived from Marchiony’s habit of offering a taste of his ice cream with the words “ecco un poco” - “here’s a little”.

Marchiony’s cones became hugely popular. He soon took on his first employee, followed by many more, in time operating a “fleet” of 45 or 50  ice cream carts on the streets of Manhattan.

Keeping up with demand by making his waffle cups by hand became impossible, so the ever-enterprising Marchiony adapted the design of a waffle iron to build a device which could mass produce ice cream cups. He filed for a patent on the device in 1902, which was awarded the following year, rented a garage and set the machine up there.

In 1904, he acquired a factory in Grand Street, Hoboken, to manufacture cones as well as rectangular wafers that were either flat or moulded into shapes that resembled clams or bananas. Horse-drawn wagons carrying the Marchiony name supplies retailers all over the New York area. At its peak, the factory reputedly could turn out 150,000 cones in 24 hours.

An ice cream cart similar to that operated
by Marchioni in late 19th century New York

Although Marchiony’s descendants - records show he was married twice and had seven children - hail him as the inventor of the ice cream cone, the story has at times been disputed.

One popular alternative story is that the ice cream cone was invented at the 1904 World’s Fair in St Louis, Missouri.  Ernest Hamwi, an immigrant from Syria, had a stall making zalabia, a wafer dessert, next to one selling ice cream. The two stallholders chatted and Hamwi suggested that the two things might be sold in combination. Hamwi eventually opened the Missouri Cone Company.

In 1913, Marchiony was accused of patent infringement by his cousin, Frank, another immigrant from Italy who also had a cart selling ice creams in New York City. By the time the accusation was made, Frank was in business with Antonio Valvona, an Italian migrant who had originally settled in Manchester, England, where he was one of dozens of Italian ice cream makers. He had patented a machine to produce edible cup-shaped biscuits in 1901.

Italo admitted his association with Frank and the judge found in the latter’s favour, ruling that the device Italo patented was too similar not to have been a copy of Valvona’s. Despite the judgement, Italo continued in business as before.

He retired just before the outbreak of World War Two at the age of 70, selling the business to the Schrafft Candy Company, and he died in 1954 at the age of 86.

Peaio is a hamlet in the beautiful Cadore Valley
in the north of Italy's Veneto region

Travel tip:

Italo Marchioni’s home village of Peaio today has a population of just 138 residents. Situated on the SS51 highway in the Cadore Valley in the northern part of the Veneto region, it is about 50km (31 miles) north of Belluno, the provincial capital, and approximately 140km (87 miles) from Venice.  Once an undeveloped and poor district, the Cadore Valley now has a thriving economy, which is based largely on tourism, the area being popular for trekking in the summer months and skiing in the winter, with the ski resort of Cortina d’Ampezzo situated in the upper part of the valley, near the border with Austria.  The painter Titian was born in the town of Pieve di Cadore, just 12km (7.5 miles) from Peaio.

Picturesque Piazza del Duomo is one of the many
charms of the town of Belluno in the Dolomites

Travel tip:

Belluno, the capital of the province of which Peaio is part, is a beautiful town in the Dolomites, situated just over 100km (62 miles) north of Venice. It occupies an elevated position above the Piave river surrounded by rocky slopes and dense woods that make for an outstanding scenic background. The architecture of the historic centre has echoes of the town's Roman and mediaeval past. Notable Renaissance-era buildings including the 16th century Cattedrale di San Martino in the picturesque Piazza del Duomo and the nearby 15th century Palazzo dei Rettori, which is the former town hall. The Piazza dei Martiri, the scene of an execution of partisans during the Second World War, is now a popular meeting place. Local cuisine includes some unusual cheeses, including Schiz, a semi-soft cheese often served fried in butter.

Also on this day:

69: Vespasian proclaimed Emperor of Rome

1375: The death of writer and scholar Giovanni Boccaccio

1401: The birth of Renaissance painter Masaccio

1872: The birth of priest and composer Lorenzo Perosi

1931: The birth of circus owner and actress Moira Orfei

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