MOBILIOL FINE WAX

VIAREGGIO (LUCCA), SINCE 1925

It’s 1925, while on a trip to England, Pietro Martinelli discovers a new wood polish formula. The product cleans in an excellent way and so he decides to market it in Italy under the name Mobiliol. Thanks to its success, he quits his previous job as a grocer to dedicate himself to the detergents world. He creates Metallor, a metal cleansing liquid, which nowadays is still used to polish the brass of the Amerigo Vespucci, the historical tall ship of the Italian Military Navy.

In those times, Viareggio was “the” place to be for intellectuals, actors and writers fascinated by its dolce vita. Avant-garde artists such as Depero and Thayaht live here and the city attracts free spirits from all over Italy. Mobiliol’s advertising posters reflect this progressive atmosphere, by using a modern visual language. Today, this company’s milestones are still in production, thanks to Pietro Martinelli and to his nephew Nicola Tortora who carry a great cultural operation, by transforming a detergent into a time machine that reawakens Viareggio’s Belle Époque atmosphere in every home.