AFTER Los Angeles in 2016, Munich in 2017, Monaco in 2018, and Dubai at the beginning of 2019, Melbourne Australia now hosts Pirelli’s latest flagship outlet – the P Zero World concept store.
A powerful symbol of Pirelli’s brand positioning, as well as the company’s retail strategy, the Melbourne store completes its world tour in Australia. It can be accurately summarised as a boutique store for tyres.
A facility in which customers can find Pirelli’s most exclusive products along with bespoke services for owners of sports cars and luxury cars. Additionally, the global P Zero World stores are the only places where customers can discover the entire Pirelli range.
A list of products that includes the P Zero Trofeo R, the most performance focused tyre homologated for road use, as well as the Pirelli Collezione; tyres for classic cars that combine period looks with modern technology.
It’s not just car tyres that can be found at P Zero World either, motorbike and velo (cycling) road bike tyres are also available, as well as a range of Pirelli Design accessories, developed in conjunction with some of the world’s most prestigious brands.
Pirelli’s partners include Montblanc, MV Agusta, Puma, Roger Dubuis and Tecnorib.
Car valet services and courtesy cars are among the exclusive benefits offered to P Zero World customers, but it doesn’t stop there. Pirelli’s track expert is also on hand; a technician able to advise on the ideal set up for each car for either road or track use.
The services and products offered at this unique store are designed to live up to the standards of automotive excellence showcased by the world’s prestige car manufacturers, a sector where Pirelli is the market leader.
More than 50 per cent of high end performance cars are fitted with the Italian tyres as original equipment, with more than one out of every two supercars riding on Pirelli rubber. The company is also prominent in the premium car market.
Melbourne was chosen because it boasts Australia’s highest number of vehicle registrations in the prestige sector, with one in every three range topping performance cars registered in Victoria.
The Victorian capital is also home to more than 36 per cent of Australia’s Italian population, with the Preston area, where the fifth of the global P Zero World stores has just opened, the home to some of the nation’s best Italian food.
With the addition of P Zero World, Pirelli brings another taste of Italy to the local area, serving the best cars on the planet. It’s local connection extends across the Tasman to New Zealand too.
In 2021 our neighbours will play host to the America’s Cup, where the Luna Rossa Prada Pirelli team is set to compete, with Australian Olympian James Spithill on board.
The store’s opening ceremony was preceded by a supercar parade, featuring models from Ferrari, Lamborghini, Aston Martin, Bentley, and Maserati driving along the roads of Albert Park, which once a year transforms itself into the Australian Grand Prix venue.
Pirelli has been the exclusive supplier to the pinnacle of motor sport since 2011, and the company can rely on more than 110 years of competition experience.
The Melbourne branch of P Zero World was born in collaboration with Mag Wheel Tyre, occupying a structure that covers more than 1200 square metres, with five service ramps, located opposite the city’s premier shopping centre.
Mag Wheel Tyre is a family business, created in 2000, that has collaborated with Pirelli for several years and serves around 40 cars per day. Current figures show that a large part of tyres sold in the store are 18-inch or larger, which aligns with Pirelli’s tyre strategy.