Pirelli Launches P Zero World Los Angeles
Amid music, cocktails and a celebrity-heavy crowd, Pirelli opened the doors of its P Zero World venue last night in LA near the fashion and wealth capital of Beverly Hills. P Zero World Los Angeles is the first of several new Pirelli venues planned globally that aim to transform the brand’s high-end image into a lifestyle by catering to the owners and admirers of some of the world’s most desirable cars.
The venue itself serves many functions. While looking largely like a night club for its opening celebration, the building and adjoined courtyard also includes offices for Pirelli representatives and technicians, a showroom with Pirelli products, a rotating display of Pirelli-shod supercars, and a working garage space where customers can purchase new P Zero tires and have them installed. A concierge service will be available for extra cost, allowing customers to have their cars picked up at their home or office, transported to P Zero World for new tires, then returned to them.