Simplicity and the joy of life, freedom and colors reign supreme in the wonderful world of Lora Lamm for Pirelli. Swiss-born graphic-art-designer Lora Lamm, was born in Arosa in the Swiss Grisons in 1928. She moved to Milan in 1953 after graduating from the Kunstgewerbeschule in Zurich. In Milan she was an important contributor to the Milanese design scene of the 1950s and ’60s, beginning in 1953 when she joined Studio Boggeri. Working in a profession dominated by men, Lamm’s playful and colorful designs stand out among Pirelli’s publicity where she carried out a variety of assignments including advertisements, signs, and posters. Her advertisements for scooter and bicycle tires depict a youthful, adventurous attitude, perhaps an indication of how Lamm felt when she first arrived in Milan. She portrays Pirelli as an indispensable part of a chic lifestyle, a time when Bianchis, Vespas, and Lambrettas were widely favored by Italians—before the flourishing automobile tire market of the early 1960s. Lamm’s illustrations have a fashionable and feminine appeal—less about product and more about individual aesthetics and style.