Pfeiffer's project, winner of the 2024 edition of Artissima's Pista 500 Prize, will complement those already on display. The artist's work has been created in collaboration with Juventus and is entitled Vitruvian Figure (Juventus). The work consists of an immersive sound installation accompanied by a large-format image displayed on billboards at two different points on the Pista 500.

Since the 1990s, Paul Pfeiffer has developed a highly multimedia-based artistic practice, encompassing video, photography, sound, installation and sculpture. One of the central themes of his work is the exploration of moments intended for a mass audience that lead to deeper reflections. Pfeiffer analyses not only the experience of the live event, but also its extension through media broadcast, which allows it to reach millions of people. With this work, Paul Pfeiffer continues his decades-long investigation of collective behaviour and spectacle, while responding to the specific history of the city and the Lingotto — a site linked to the idea of performance and speed — and to the notion of the production of a technological object of mass consumption and symbol of desire.

Pfeiffer's work highlights how the design of the buildings in which we gather is not just a matter of aesthetics, but describes (and prescribes) the essence of our socio-cultural and perceptual identity.