Pirelli has opened the latest in a string of boutique stores, in Melbourne of all places (sorry guys). This is after the brand launched flagship stores in Los Angeles in 2016, Munich in 2017, Monaco in 2018 and Dubai at the beginning of 2019. Called the P Zero World concept, the Melbourne store is said to be the final piece in the brand’s world tour and new retail strategy.

The so called “boutique store for tyres” is designed to showcase the highest-performance and most exclusive products along with bespoke services for owners of sports cars and luxury vehicles.

These global P Zero World stores are a rarity as well in that they are the only places where customers can discover the entire Pirelli range. The P Zero Trofeo R, basically a track tack tyre for road use, along with the Pirelli Collezione: tyres that meet the needs of classic cars, with old world looks mixed with modern technology.

Aside from rubber, Motorbike and Velo road bike tyres are also on sale. Plus, much sort after Pirelli Design accessories, some of which have been designed by the likes of Montblanc, MV Agusta, Puma, Roger Dubuis and Tecnorib.

Even a valet service is offered, plus courtesy cars for P Zero World customers. A track expert is on site and a technician that knows the ins and outs of the perfect set up for each car.

Pirelli tyres are found on more than 50% of cars as original equipment, one in two supercars choose the brand as well.

The 36 per cent of Italians that occupy Melbourne will no doubt be wrapped!