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04/10/2011

Telefónica and Ferran Adrià challenge the world’s best business schools to design the new Bulli

- MBA students from 10 of the most prestigious learning centres will compete among themselves and with Adrià himself to design the future of what has been the world’s top restaurant and create elBullifoundation.
- The Universities of Columbia, Harvard and Berkeley, the London Business School and Spain’s ESADE will the five participants in the first year.

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Madrid, 4 October 2011 - Telefónica and Ferran Adrià have taken a step forward in the agreement they signed last year by announcing today at the company’s headquarters in Madrid the start of the 'Ideas for Transformation” contest, in which MBA students from 10 of the world’s leading business schools will submit proposals for the new Bulli from 2014: elBullifoundation.

The schools chosen for this first edition of the contest, to be held during the 2011-2012 school year, were Harvard (Cambridge - Boston, USA), Columbia (New York, USA) and Berkeley’s Haas School of Business (Berkeley - California, USA.), the London Business School (London, UK) and ESADE (Spain). Another five prestigious centres based in areas such as Latin America or China will take part in 2012-2013.

An explanatory briefing of the project will be delivered to these five schools over the next few days. The delivery dates will be 5 October for ESADE, 7 October for London Business School, 11 October for Berkeley, 12 October for Harvard and, finally, 14 October for Columbia. Ferran Adrià will give a master class at each.

An internationally acknowledged panel will preside over the contest comprising, in addition to the Catalan chef, Joseph Stiglitz, winner of the Nobel Prize in Economics, emeritus professor Louis Stern, and prestigious academics Russell Winner and Roberto Álvarez del Blanco, among others.

The winning proposal, along with second and third place, will receive an economic award, while the students overseeing these projects will be given a four-day trip to learn about El Bulli from the inside.

Ferran Adrià says the students taking part in the initiative 'compete against me and against the ideas about the future that I have in my head. What’s really good for the students it is that I can allow myself the luxury of reconsidering all my ideas about the future and incorporating their proposals in my project. I am convinced that it will be thought-provoking for the students, because who wouldn’t want to map out the future of something like elBulli? Nothing like this has ever been done before'.

Meanwhile, Luis Abril, the General Technical Secretary of the Chairman's Office of Telefónica, said, 'this unique event will strengthen the ambitious agreement signed between Telefónica and Ferran Adrià in which we pledged to provide him full business, technological and R&D support to make the new elBulli the best creative laboratory in the world. There is no doubt that core of the students’ analysis will be how to tackle the ideas and innovations that arise. And for that, Telefónica will given them all the support they need'.

In October 2010, Telefónica and Ferran Adrià signed a four-year agreement that made the international chef Telefónica’s first global ambassador.

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  • Telefónica and Ferran Adrià challenge the world’s best business schools to design the new Bulli
  • Telefónica and Ferran Adrià challenge the world’s best business schools to design the new Bulli
Telefónica and Ferran Adrià challenge the world’s best business schools to design the new Bulli

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Ferran Adrià and Antonio Botas, Advertising and Sponsorship Director, Telefónica S.A.
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Telefónica and Ferran Adrià challenge the world’s best business schools to design the new Bulli

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Ferran Adrià
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