August 17, 2015 – Expo told by two young students “hunting innovation”. This is the challenge set by Pirelli with the project #WeFeedtheFuture that for over a month saw an “Innovation Team” composed by Milos Nikolic, Montenegrin physicist with a passion for digital technologies, and Gregory A. Kufera, American mathematician who is also a new media expert. Both are enrolled in the “Pirelli Visiting Professorship in Italian Studies” course of Princeton University, Miloš and Gregory have been researching innovative elements that characterize Expo through texts and images distributed on a virtual planet that has innovation at its core. Inspired by the the theme of the Universal Exhibition, the “Innovation Team”, which reflects Pirelli’s international character, discussed sustainability, the emotion of art & culture, all fields in which the Italian company is committed. For Pirelli, sustainability is the quest for balance between economic, social and environmental factors, the excitement of the racing world, the support given to the development of Italy’s cultural initiatives. The virtual planet brings to life the bees of the British Pavillion, the emotions of the Tree of Life (an icon supported by Pirelli together with Coldiretti and Orgoglio Brescia), and the dunes of the UAE.
