El Bulli and Ferran Adria Partner with Telefonica
Madrid, October 5th, 2010 – Telefónica and Ferran Adrià today announce a 4-year agreement to enhance the values shared by both parties: vision, passion, talent and commitment, which are based upon the mutual belief that it is possible “to turn opportunities into reality”.
The agreement will incorporate a series of activities taking place in some of the world’s major cities, including: Miami, New York, London, Buenos Aires, Berlin, Mexico, Madrid and Barcelona. These will involve creativity training courses; meetings with executives and clients; and conferences including a strong technological and innovative component, in both content and form.
One of the most spectacular activities as part of this agreement will be Telefónica´s support in the transformation of 'El Bulli', Adrià’s restaurant in the Costa Brava, which will reopen its doors in 2014 transformed into a totally different space. 'El Bulli' was rated the world’s best restaurant between 2004 and 2009 and Adrià recently announced his intention to close it for two years and transform it into a unique “laboratory”, which will become an international landmark and a continuing source of inspiration for creative and innovative people.
During the signing of the agreement, Ferran Adrià said: “the idea is to transform, once and for all, the relationship between creativity and society through the use of new technologies, which will facilitate sharing the progress made and day-to-day achievements as they happen. An intellectual challenge in which having a partner like Telefónica is nothing short of essential”.