"Spinning the Wheel"

SPINNING THE WHEEL
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about the project


10 young people work on the “Spinning the wheel” project with an outstanding tutor, the British writer Hanif Kureishi

Ten talents with a single purpose: to reinvent the wheel. On January 30th and 31st, in the Fondazione Pirelli space in Milan, a group of up-and-coming world talents, welcomed by the chairman and CEO Marco Tronchetti Provera, took part in a two-day workshop aimed at interpreting and representing, through their talent, the simplest and at the same time one of the most revolutionary inventions in the history of mankind. Coordination of the event was assigned to the outstanding British novelist and playwright of Pakistani origins, Hanif Kureishi. The workshop is to form the basis of the project of communication of the Pirelli 2013 statement entitled “Spinning the wheel”, which, as is now traditional at Pirelli, aims to narrate the company beyond the mere figures and technical documents which are a feature of financial statement reports.

With ‘Spinning the wheel’, this year the focus is shifted onto talent, with the aim of highlighting the creativity, foresight, commitment, perseverance and passion which shape a successful idea, project or product. All firms are always seeking new and creative ways of “spinning the wheel”, of creating best value for their products or services. Spinning the wheel, reinventing it every day, taking account of the change in technologies and the evolution of performances, is what makes Pirelli and is what is hidden behind the production of tyres, whose creative, design, innovative and technology content goes well beyond that which can be grasped in an object, the tyre, which is only round and black in appearance.

Hanif Kureishi

Pirelli has investigated and researched further the topic of talent, gathering together a group of young people from the most widely differing disciplines, from architecture to physics, design to music, via animation films and fashion. These young people will be called upon not only to “reinvent the wheel”, starting from worlds which have nothing to do with tyres, but also to reflect on the subject of talent, how it is recognised, how it is cultivated, how it is expressed) together with Hanif Kureishi, the British writer known for the novels (and their film adaptations) The Buddha of Suburbia, My Beautiful Laundrette, Intimacy and the very recent The Last Word.

Read the full biography of Hanif Kureishi >
Hanif Kureishi

Hanif Kureishi

Hanif Kureishi was born and brought up in Kent. He read philosophy at King's College, London. He is the author of numerous novels, short story collections, screenplays and plays. In 1984 he wrote My Beautiful Laundrette, which received an Oscar nomination for Best Screenplay. His second film, Sammy and Rosie Get Laid, was followed by London Kills Me, which he also directed. The Buddha of Suburbia won the Whitbread Prize for Best First Novel in 1990 and was made into a four-part drama series by the BBC. His second novel, The Black Album, was published in 1995 and his first collection of short stories, Love in a Blue Time, was published in 1997. My Son the Fanatic, a story from that collection, was adapted for film and released in 1998. Intimacy, his third novel, was published in 1998, and was adapted for film in 2001. A second collection of short stories, Midnight All Day, was published in 2000, followed in 2001 by his fourth novel Gabriel's Gift and his collection of essays, The Word and the Bomb. A film of his most recent script, Venus, directed by Roger Michel, was released in 2007. In 2013 he wrote the screenplay for Le Weekend, directed by Roger Michel. Faber & Faber published his novel Something to Tell You in 2008, and will publish The Last Word in 2014. He has been awarded the Chevalier de l'Ordre des Arts et des Lettres, and his work has been translated into thirty-six languages. Hanif Kureishi lives in West London.

The talents

The talents taking part in the workshop are: Heidi Paula Langvad - fashion designer (Denmark), Agata Felluga - chef (Italy), Sandra Hofmann Boss – biologist (Switzerland), Jaime Magen - architect (Spain), Jean William Silva - tenor (Brazil), Rodrigo Almeida - designer (Brazil), Sandin Puce - film director (Bosnia Herzegovina), Lei Lei - animation/cartoons (China), Fergus McAuliffe - scientist, (Ireland) and Fabio Sciarrino – physicist (Italy). Already on the occasion of the 2011 statement, through the work of illustrator Stefan Glerum and writers of the calibre of Hans Magnus Enzensberger and Javier Cercas, Pirelli had explored the meaning of the values at the basis of its daily work. The next year young undergraduates from all over the world took the floor and proposed their values for the future. The ten best ones, illustrated by cartoons by Liza Donnelly from the New Yorker, then found a place on the pages of the statement.

Rodrigo Almeida
Rodrigo Almeida Design
Rodrigo Almeida

Rodrigo Almeida

A Brazilian designer who has exhibited works in his home country and around the world, Rodrigo Almeida is only 38 years old but is already becoming well known in the international world of design. He has participated in the Milan Design Week and most recently in the Stilwerk Mall & Galerie Zeitlos in Berlin. His works, which consist mostly in furniture pieces, are famous for being expressions of the true, complex nature of Brazilian culture, which borrows elements from many other countries. Almeida is able to combine these elements into a unique piece of work. He is passionate about the study of cultural evolution as an inspiration for the creation of new concepts and objects. He has been called the brightest of the rising stars of Brazilian design.

Sandra Hofmann Boss
Sandra Hofmann Boss Assistant Professor
Sandra Hofmann Boss

Sandra Hofmann Boss

Sandra Hofmann Boss, Assistant Professor in the Department of Biomedical Engineering at Eindhoven University of Technology, is also the leader of the Skeletal Tissue Engineering Group at ETH Zurich. Her main research interests are tissue engineering of skeletal tissues using human mesenchymal stem cells.
She was awarded a prestigious 2013 European Research Council Starting Grant for her work and she also won the silver medal of the ETH Zurich for outstanding PhD theses in 2007. Her particular focus lies in the investigation of mechanobiological questions, such as how mechanical loads are applied to and sensed by cells in a 3D environment and how the cells react to these in terms of matrix production.

Agata Felluga
Agata Felluga Chef
Agata Felluga

Agata Felluga

Agata Felluga is a 32 year old chef from Italy, who has made a name for herself cooking in France. In a few weeks, she will be the head chef at Jour de Fête in Strasboug. Before that, she worked under Pascal Barbot at Astrance (awarded three Michelin stars) and Inaki Aizpitarte at Chateubriand, both in Paris.
Both experiences were valuable in making her quick to improvise and agile in using ingredients not found in her personal heritage. In both restaurants, she worked in all parts of the kitchen, becoming familiar with each course. She has been interviewed by the Corriere della Sera, Repubblica and other newspapers.

Heidi Paula Langvad
Heidi Paula Langvad Fashion Design
Heidi Paula Langvad

Heidi Paula Langvad

Heidi Paula Langvad is a Fashion Designer from Denmark, known for her dark, feminine style and use of traditional craftsmanship and local products. Her work is featured on numerous fashion sites and blogs, including Vogue.
She was the recipient of Muuse's most promising designer award from VOGUE talents 2012, as well as their Young Vision Award in 2011. She was also nominated for Best upcoming Designer from the Costume awards 2012.

Lei Lei
Lei Lei Graphic Design
Lei Lei

Lei Lei

Lei Lei is a Chinese animation artist and graphic designer whose film, "This is Love" won 2010 Best Narrative Short at the Ottawa International Animation Festival. In 2013, his film "Recycled" was selected by Annecy festival and was the Winner for Grand Prix shorts - non-narrative at the Holland International Animation Film Festival. Only 28 years old, Lei Lei founded the animation group "Raydesign Studio" when he was only 19. He works in multimedia, graphic design, illustration, graffiti, and even music. He has done design projects using Fiat cars and Nike shoes and graffiti projects in various Chinese cities, in addition to his numerous animation video projects. His art is now gaining world-wide recognition.

Jaime Magén
Jaime Magé Architecture
Jaime Magén

Jaime Magén

Jaime Magén, the co-founder of the Spain-based architecture firm Magén Arquitectos, was selected as one of the 40 under 40 most important emerging European architects in 2013. His firm has won numerous awards, including the 2011 Giancarlo Ius Gold Medal, awarded for an innovative, sustainable and high-energy performance construction, and an Honourable Mention of the XI Spanish Biennial of Architecture and Urbanism, in 2011. His firm focuses on the integral development of Architecture, Urban Planning, Restoration and Interior Design, and has undertaken a wide range of complex projects, from large-scale public buildings to smaller ones, including the Environmental Centre of Zaragoza, the Liceo Performing Arts Centre in Alcañiz and 68 social housing in Zaragoza. He also won first prize in the Bauwelt Preis (Munich, 2007) and the SAIE Selection Prize (Bologna, 2010).

Fergus McAuliffe
Fergus McAuliffe Science Communication
Fergus McAuliffe

Fergus McAuliffe

Fergus McAuliffe is an Irish Environmental Scientist, studying the use of constructed wetlands as a means for the sustainable treatment of domestic waste water. He has won numerous prizes for his ability to communicate scientific topics to a wide non-scientific audience, including winning FameLab International in 2013.
FameLab is an international science communication competition. Scientific concepts or ideas are communicated in three minutes or less and without the use of PowerPoint to a non-scientific audience. He also won the Higher Education Authority/Irish Independent "Making an Impact" Award in 2012, and has spoken at TEDx Dublin 2013 on how scientists and the public can reconnect.

Sandin Puce
Sandin Puce Film
Sandin Puce

Sandin Puce

Only 28 years old, Director Sandin Puce is originally from Bosnia Herzegovina, but studied directing at the prestigious Film Academy in Ludwigsburg, Germany. He won the 2013 Young Director Award, given in conjunction with the Cannes Film Festival, for his film "Frenki".
He was a co-founder of the Film Club and the Short Film Festival in Mostar, and has worked on projects for companies like Adidas, Johnnie Walker and Opel, as well as working for the New York film critic Howard Feinstein.

Fabio Sciarrino
Fabio Sciarrino Physics
Fabio Sciarrino

Fabio Sciarrino

Assistant Professor at La Sapienza University in Physics and Junior Fellow at Scuola Superiore di Studi Avanzati Sapienza, Fabio Sciarrino's research focus is on experimental quantum optics, quantum computation and information, and the foundations of Quantum Mechanics.
His experiments have led to the development of new techniques in his field, and they have also contributed to the understanding of the foundations of quantum mechanics and quantum information theory. He works with optics and ultra-fast lasers to achieve his results.
He also won a prestigious European Research Council Starting Grant for his work in Integrated Quantum Photonics (www.3dquest.eu), as well as numerous other grants and fellowships. He is the author of more than 100 publications in international journals (among which ten publications on Nature journals) and about 100 presentations at national and international conferences.

Jean William Silva
Jean William Silva Music
Jean William Silva

Jean William Silva

Jean William Silva is a young Brazilian tenor who is quickly becoming famous in his country and internationally. He appeared on Brazilian TV in 2009 and, in July 2013, he performed at the first visit of Pope Francis to Brazil, and was seen by more than 3 million people live and more than 30 countries and an estimated 40 million people around the world.
In December of the same year, he performed as a soloist at the Metropolitan Museum auditorium in New York, performing arias by J. S. Bach. He also sang at the Avery Fisher Hall at Lincoln Center in New York, receiving laudatory reviews for his interpretation of songs by Heitor Villa Lobos.
He has recently had a theater named after him in his home town of Barrinha. His repertoire includes sacred music, opera, symphonic and chamber music. He is currently recording an album, "Two Acts", in which Brazilian popular songs meet Italian bel canto.

The ten talents and Hanif Kureishi with Pirelli President Marco Tronchetti Provera

Heidi Paula Langvad

Lei Lei

Fergus McAuliffe

Fabio Sciarrino

Hanif Kureishi and Agata Felluga

Jean William Silva

One of the dishes created by the chef Agata Felluga

Last revised: 11 Jun 2014