H-FARM CLUB in Collaboration with Audi | Future Premiumness | H-FARM

H-FARM Innovation Events: CLUBCLUBs are our events for entrepreneurs, students, and tech enthusiasts — spaces to share new ideas, discoveries, and business opportunities.With Audi, we’ve been collaborating for years on innovation, sustainable progress, and AI through projects and events designed to make an impact on the generations to come.How the Concept of “Premium” EvolvesToday, premium no longer means just technological excellence or status. It’s a brand’s ability to preserve and reinterpret its value over time, combining innovation, culture, heritage, and an authentic connection with people.On October 22, we explored this concept through the perspectives of:Massimo Faraò, Marketing Director of Audi ItaliaAudi’s vision on the evolution of premiumness: from product excellence to experiential relationships with consumers.Roberto Di Raffaele, Communication Manager at Persol (EssilorLuxottica)How the group’s oldest brand merges timeless craftsmanship and design with innovation and the constant pursuit of balance between tradition and the future.Serena Bertolucci, Director of M9 – The Museum of the 20th CenturyCulture as a form of premiumness: a heritage of knowledge that, through respect and innovation, becomes a shared and enduring identity.