14 Jul Giffoni Innovation Hub: working without boundaries, all over the world
Giffoni’s future depends on contents, an expanding scenario that -besides films- will involve videogames, music, porting and education. It will rely on international relations and on the idea of a Multimedia “University” Valley which will constantly broaden the network of partnerships among universities all over the world, focusing on young people’s education and on the achievement of tangible opportunities and products going beyond the film festival. An academy which has to be glocal and global at the same time, besides showing openness to any outer influence. Rather than a location, it will be a space without boundaries with Giffoni as the fundamental dot on a map including Europe and the other continents.
This is what emerged from the first round table promoted by Giffoni Innovation Hub, which was devoted to the new frontiers of the creative and cultural industries. A special reference was given to the ever-changing “one” outlined by Claudio Gubitosi 47 years ago, which has become a non-stop growing system that sees innovation as the right sector to detect young people’s growing educational and work-related needs. “To cinema… and beyond” -to paraphrase a quote from a well-known animated film- seems to be a possible direction. The moderator was Roberto Parente, professor of Management and Innovation Systems at Unisa who, together with Ayman El Tarabishy, professor at the George Washinghton University’s School of Business and Executive Director of the International Council for Small Business, presented at the outset the Giffoni Business Case project and pulled the strings of an intense debate. The round table was also held by Luca Iandoli, president of Icbs, Thierry Baujard, CEO of the network of investors Media Deals and founder of Peacefulfish, Lars Mattiasson, co-founder of the CCI incubator The Creative Plot, Per Persson, chairman of the committee and director of the department of innovation and economic development Future by Lund and Roberto Pontecorvo, tutor of Next Generation’s 2017 Dream Team.
“Ideas are more important than technologies; if you don’t have a good story, nobody will care about you – explains Baujard, who repeatedly underlined how “Giffoni’s biggest challenge is to expand its offer: from films to every sector of the creative industry, music, big data – which are fundamental to detect young people’s tastes – and above all videogames, a field characterized by a big gap and a strong demand by the young”. He explained that “today locations and brands have been moved to the background, as funders rely on direct experience and tax relief”. Iandoli suggested: “Do not wait for politicians or local communities. Public financing is a great starting point but Giffoni needs to find its partners outside and attract private’s interests”, whereas El Tarabishy said that “Giffoni is using only 5% of its potential. Music, design, food and art are Italy and Giffoni’s strengths. Giffoni, though, has something more: its target are the young, innovators par excellence. And they have the typical power of those who gather to use and produce contents. This is why the Multimedia Valley must act as a network among universities, a Multimedia University Valley”.
Luca Tesauro, CEO of Giffoni Innovation Hub, agrees and adds: “Giffoni is an opportunity. A unique brand oriented towards the most important part of innovation: human relationships, dreams and the desire to put ourselves on the line and risk”. Sharing ideas among innovators is the formula that underlies the investments of the Swedish The Creative Plot and Future by Lund, as Persson points out: “Building a tradition of innovation requires a lot of time and many collaborations. I guess we will come back here in ten years and remember the Dream Team’s young members. Probably some of them will have already become a star. Success requires focusing on the goals from the beginning, and all of us together know where to go with a recommendation: working without boundaries, all over the world”.