Prada's Bertelli sets sights on wider America's Cup audience

MONACO (Reuters) – Patrizio Bertelli intends to make sure that the 36th The usa’s Cup, which is being backed by way of his Italian style area Prada, is open to as large an target audience as conceivable.

“It (crusing) is an overly particular recreation and the The usa’s Cup is an overly particular tournament so I believe that it’s essential that media get right of entry to is freed from fee for audience and simply available to everybody, no longer simply pay in step with view,” the Prada CEO instructed Reuters.

Talking after the release of the Prada Cup, a brand new trophy which is able to make a decision which challenger will get to tackle The usa’s Cup holders Emirates Staff New Zealand in Auckland in March 2021, Bertelli mentioned this supposed making sure international protection for the development.

In the most recent iteration of world recreation’s oldest trophy, which was once first contested in 1851 and gained by way of the American schooner The usa, high-tech “foiling” 75 foot monohulls will “fly” above the water at speeds coming near 50 knots.

The organizers plan to make use of the most recent video and audio generation to convey the development to lifestyles for the ones ashore.

“A lot is determined by verbal exchange, which must be as open as conceivable. It shouldn’t be restricted to both the web or conventional tv, it must be aggregate of all media,” Bertelli mentioned on the Yacht Membership de Monaco.

Bertelli, whose Prada-backed Luna Rosa Problem staff didn’t compete for the 35th The usa’s Cup which was once held in foiling catamarans in Bermuda in 2017, mentioned its involvement had helped get it “again on target”.

As reputable “Challenger of Report” to New Zealand, Luna Rossa will get a say in environment the parameters for the development below a so-called Protocol environment out the foundations for design and racing.

Prada’s 72-year-old CEO has been seeking to win the The usa’s Cup, affectionately referred to as the “Auld Mug”, since 1997.

However even supposing Luna Rossa has made an affect each off and on the water, they’ve by no means succeeded in lifting crusing’s maximum coveted trophy.

Requested what is going to make sure his staff succeeds this time round, Bertelli, his furry white hair contrasting along with his trademark black-rimmed spectacles responded guffawing: “You must by no means say the rest about successful it.”


Flanked by way of his son Lorenzo, who has not too long ago develop into head of virtual verbal exchange at Prada and is inheritor obvious to the trade, Bertelli paused to shine the glowing Marc Newson designed silverware with a handkerchief on the Prada Cup release.

FILE PHOTO: Prada Leader Government Patrizio Bertelli speaks to the media right through a gathering on the Prada’s manufacturing facility in Valvigna, Italy, June eight, 2018. REUTERS/Stefano Rellandini

Newson’s tasks have incorporated the design of the Apple Watch, Montblanc pens and plane interiors and Bertelli mentioned the Australian-born award-winning dressmaker have been a very easy selection to position Prada’s stamp by itself trophy.

“Design may be very a lot a part of our tradition, we see design in the whole thing we do, there is not any separation or difference. So when it got here to designing the brand new cup we determined to invite any person we love and respect to assist us,” Bertelli mentioned.

“He (Newson) was once more than happy to paintings with us too as a result of he is aware of our paintings during the Prada Basis (in Milan).”

Modifying by way of Christian Radnedge

Our Requirements:The Thomson Reuters Believe Rules.

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