Thursday, May 17, 2012

Italian Entrepreneur Experiences America's Cup In Venice

Creative entrepreneur Lapo Elkann was guest of ORACLE TEAM USA today, visiting the America’s Cup World Series – Venice and joining the first day’s racing with Russell Coutts, the most successful skipper in the history of the competition.
Photo: Guilain Grenier/ORACLE TEAM USA
As grandson of the late Fiat chairman and avid yachtsman Gianni Agnelli, Lapo Elkann is familiar with top-level racing and the America’s Cup. Elkann is President and Founder of Italia Independent and Independent Ideas. Amongst its projects have been re-branding and collaborating with iconic brands such as Borsalino, Smeg, Diesel and Ferrari, as well as being closely involved with the re-launch of the Fiat 500 in 2007. His family owns Fiat Group.
Photo: Guilain Grenier/ORACLE TEAM USA
“Transforming an iconic brand is close to my heart,” said Elkann. “It’s exactly what we did with the Fiat 500. So I totally understand what has happened with the America’s Cup. With intelligent re-invention you can make something absolutely relevant for today whilst keeping its iconic status.”
Photo: Guilain Grenier/ORACLE TEAM USA
ORACLE TEAM USA BUNDOCK led the first lap of the first race of the America’s Cup World Series – Venice with Elkann aboard.
Photo: Guilain Grenier/ORACLE TEAM USA
“No question, Lapo enjoyed every second of it,” said Coutts, CEO of ORACLE TEAM USA. “These boats are definitely a lot of fun to sail.”
Photo: Guilain Grenier/ORACLE TEAM USA
Before racing, Coutts showed Elkann the technology used to transform the television broadcast, including the Emmy Award-winning graphics-on-live vision system LiveLine.

Tim Jeffery

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