The Italian iconic car design house Pininfarina has tapped IMG as its global licensing representative in a new multi-year agreement to build out its consumer products business.
The Turin-based Pininfarina was founded by Battista Pinin Farina in 1930 and quickly went on to establish a global reputation as the designer behind iconic cars such as Alfa Romeo, Ferraris, Maseratis, Lancias and Cadillacs.
Pininfarina has, in more recent years, evolved into a universal design house spanning lifestyle products, furniture and consumer electronics as well a buildings, household interiors, yachts and aircraft.
The partnership will now see IMG license the Pininfarina brand across a selection of consumer categories and a wider selection of consumer products in the lifestyle sector.
Paolo Pininfarina, said: “The IMG partnership will signal a new phase in Pininfarina’s brand development, bringing the legacy of our founder and our current capabilities and vocation to new commercial areas and geographies.
“IMG’s network and proven ability to licence premium brands with relevance and respect will help us along this path and accelerate its progress.”
Bruno Maglione, president of licensing at IMG, added: “Pininfarina’s capabilities to humanise technology through designs of singular grace and beauty is something particularly relevant to today’s competitive landscape in a number of areas.
“We are excited by the potential of introducing this aesthetic to products which as a result will be as visually striking as they are functional.”
Targeted areas will include technical sportswear, electronics, car accessories, home furnishings, travel goods and real estate projects.