Smart region BRANDING: SMART VENETO (italy) THROUGh maurizio rossi’s eyes SMART REGION BRANDING

RONCADE (ITALY), 5 MAY 2016- 10.00 CEST

Santiago Martín Caravaca interviews Maurizio Rossi, co-founder of H-Farm with Riccardo Donadon. Rossi´s former projects have been in the fashion and sports apparel industry.

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WHAT ARE THE INTANGIBLE ASSETS OF THE VENETO BRAND?

That is an interesting question, probably its heritage. Keep in mind that the Serenissima República was the longest lasting republic ever (it lasted over a thousand years). It brought just as much disruption as the Renaissance period did. For that reason, the entrepreneurial spirit and culture we have in the Veneto today are probably the most important values.

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NIKE’S BRAND MANTRA IS “AUTHENTIC ATHLETIC PERFORMANCE”. IN YOUR OPINION, WHAT MIGHT The VENETO’S MANTRA bE, IN THREE OR FOUR WORDS?

“La regione del fare” (“The region of doing”). 

WHAT VALUES OR FEATURES OF THE SMART VENETO BRAND ARE ALIGNED WITH YOUR OWN PERSONAL VALUES?   

Riccardo and myself are rooted in the typical Veneto entrepreneurship culture and H-FARM reflects it. Our mission is to build a next Veneto generation out of H-FARM. This is not arrogance, rather a social giving back action.

IF YOU COULD NAME THE THREE VALUES / CHARACTERISTICS THAT DISTINGUISH PEOPLE FROM the VENETO (“VENETI”) THAT HAVE NOT CHANGED OVER TIME, WHAT WOULD THEY BE?

Humble, hard working, respectful.

WHY AND HOW WAS H-FARM created?

H-FARM was founded with the intention to create an environment for the next tech-native generation to support the innovation of a new business model with a dream to build a new concept of an innovation village in the middle of the Veneto, which is one of the most entrepreneurial region of Europe.

SO much is being said about THe CONNECTION BETWEEN THE PHYSICAL AND THE DIGITAL worlds. HOW DOES H-FARM IMPLEMENT THe LINK BETWEEN “LAND” AND “CLOUD”?

Today H-FARM is a listed public company that serves as a platform to bring innovation, entrepreneurship and talents to the real world of business. The model behind this platform gathers startups, corporations and students into the same environment. A range of activities from vertical acceleration programs by industry, interdisciplinary hackathons, startup batches, a number of events together with students, from kids to university age, generating a kind of “ecosystem  effect” that make for a tangible feeling of the digitalIn a way, a natural zone for the digital culture.

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WOULD YOU LIKE TO PROVIDE AN EXAMPLE OF HOW A CITY FROM THE VENETO IS USING SMART DATA TO OPTIMIZE PUBLIC SERVICES?

Well, I can mention the Venice public transport service i.e. that implemented “NFC” a while ago. But let’s say that the Veneto, as well as the rest of Italy,  does not have a major project yet. I see this as an opportunity.

IF YOU HAD TO DO A “SWOT ANALYSIS” OF THE VENETO REGION, WHAT WOULD YOU WRITE IN THE OPPORTUNITIES SECTION”?

To embrace high tech at any level. Local governments can really improve the living quality, not only because technology in general can help to optimize public services, but also if they consider the Veneto as a platform. This will get the region to higher standards.

HOW IS H-FARM CONTRIBUTING TO PROMOTE/SUPPORT SME´S, LARGE COMPANIES/ PRODUCTS OR SERVICES FROM SMART VENETO ABROAD?

H-FARM has a close relationship with the Veneto region. A number of the most popular entrepreneurs as well as the regional fund are investors, and our business division of H-FARM Industry has developed several innovation programs for some of the largest groups of our region and our country too.

HOW DOES H-FARM SUPPORT THE NECESSARY “SKILLS” TO ENCOURAGE INNOVATION THROUGH THE EDUCATION SYSTEM IN THE SMART VENETO? WHY IS IT IMPORTANT?

Our most ambitious project is H-Campus promoted by our education division. It is about a 90 million (€)  investment to expand our existing campus to a much larger size, enabling us to host about 2000 students ranging from kindergarten, k-12 and university together, with about 1000 people among young entrepreneurs, digital specialists. Our education program is designed to be scalable, throughout the country.

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 AND FINALLY, IF I FORGOT ANY QUESTION, NOW IS THE RIGHT TIME TO ADD ANY IDEA THAT YOU´D LIKE TO EMPHAsizE…☺

Yes, the warning to have a long term vision and to promote a generation shift. Today we’re living an unprecedented age of democratized disruptive technologies that is going to impact everything and change our future life. The future of the Veneto will depend on these factors, and how it does will be tied with its heritage and culture.

Thanks, Maurizio.

More information about H-Farm here

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