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Intelligent Business from Automotive to Luxury is an international summer program promoted in partnership with Lynn University (Florida, United States). A unique learning journey focused on creativity, innovation, and intelligent brand thinking—key tools for creating value in today’s most strategic industries.
The first week, hosted at Lynn University, places students at the heart of automotive innovation. Through Design Thinking, empathy-based research, customer segmentation, ideation, and rapid prototyping, participants work on a real-world case, combining classroom theory with hands-on field activities.
The second week, held at the H-FARM Campus, immerses participants in the world of luxury, a symbol of Italian excellence. Students take on real challenges by combining entrepreneurship, business modeling, and digital innovation, applying the Intelligent Brand Framework. The program concludes with a final pitch presented to a panel of industry experts.
During the first week in Miami, participants work on real-world cases in the automotive industry, learning how to map the customer journey, analyze behaviors, brainstorm ideas, and prototype tangible solutions.
In Venice, international teams take on challenges in the luxury industry by combining entrepreneurship, business modeling, and digital innovation, applying the Intelligent Brand Framework. The experience culminates in a final pitch presented to a jury of industry experts.
From America to Italy, the program alternates between lectures, workshops, visits to innovation labs, startups, and leading companies, as well as cultural immersion experiences, providing an opportunity to develop global and intercultural skills.
By the end of the program, participants will have gained practical skills to tackle real-world challenges in the automotive and luxury industries, learning how to turn ideas into tangible solutions.
The summer program is designed for university students aged 19 to 24 who want to experience an international, hands-on journey in innovation, entrepreneurship, and brand thinking.
It is open to students curious about automotive, luxury, design, technology, and business, motivated to experiment with methodologies such as Design Thinking and rapid prototyping, and eager to work in international teams on real projects.
No previous experience in startups, branding, or innovation is required—just curiosity, a willingness to take on challenges, and an interest in discovering how creativity and technology can drive industry transformation.
At H-FARM College, innovation and entrepreneurship are not just subjects—they are an integral part of our ecosystem.
The faculty combines academic expertise, hands-on experience, and a strong focus on experiential learning, making the program engaging, practical, and accessible even for those approaching these topics for the first time.
Curious to learn more about the program or want to speak with our team?
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SCIENTIFIC DIRECTOR
Timothy O’Connell is a true pioneer of the European startup scene, having made a significant contribution as a serial entrepreneur, investor, business leader, and educator. Over the past ten years, he has managed more than 20 international acceleration programs across a wide range of sectors, including food, fashion, IoT, blockchain, wellness, and EdTech.
These programs have invested in hundreds of early-stage startups, including one of Italy’s first “unicorns”.
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Davide Bartolucci has been working in communication and new media since 1995. Between 1998 and 2003, he held roles as designer and Head of Internet Projects at Giacometti Associati, a branding agency internationally recognized for its corporate identity work for brands such as Benetton and Aprilia. During the years of the “new economy,” he contributed to e-commerce projects for Arthur Andersen and Deloitte Consulting, while simultaneously experimenting with web radio and web TV, consistently exploring the integration of content and emerging technologies.
A specialist in branding and new forms of entertainment, Davide joined H-FARM in its early stages and, in 2007, founded SHADO, a company focused on original content production and interactive editorial platforms. He is currently CEO of SHADO and leads the Branding and Storytelling area at H-FARM, working at the intersection of narrative strategy, media, and digital innovation. Davide is a member of H-FARM College Faculty.
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Brent Muckridge is the Sylvester Endowed Chair, Assistant Professor, and Academic Program Coordinator for Entrepreneurship, Social Impact and Entrepreneurship, and Social Innovation in the College of Business and Management at Lynn University in Boca Raton. Brent has been an active member of the Miami startup ecosystem, supporting and mentoring entrepreneurs and collaborating with local organization such as Refresh Miami and Miami Dade College Idea Center. Brent co-founded 305XL in Miami to support entrepreneurs through workshops and coaching. Brent was the lead faculty for entrepreneurship for Johnson & Wales University in North Miami and oversaw the entrepreneurship lab. A telecom industry veteran and entrepreneur, Brent has spent more than 15 years working in a senior-level position in telecommunications companies in the USA, Eastern Europe, and the Middle East. He has worked with mobile network operators (MNOs), fixed-line carriers, mobile virtual network operators (MVNOs), and cloud services providers. Brent has provided strategic leadership in finance, operations, carrier services, regulation, and administration. He has also established corporate social responsibility programs, managed outsourcing projects, and led post-merger integration projects.
H-FARM Campus is much more than a physical location: it is a true ecosystem designed to inspire students, professionals, entrepreneurs, and anyone eager to engage with the future. Located just steps from the Venice lagoon, it is an open space for collaboration, where education, technology, and creativity come together every day.
During the Intelligent Business from Automotive to Luxury program, participants experience and learn in an environment designed to foster innovative and entrepreneurial thinking. The campus features dedicated educational buildings, event rooms, a conference hall, a library, and spaces for teamwork, mentorship, and developing business ideas.
In moments of relaxation, participants can enjoy over 5,000 m² of outdoor green areas and 1,600 m² of indoor space, with sports activities ranging from padel to rugby, skateboarding to beach volleyball. A vibrant, international, and active community supports participants throughout the bootcamp.
H-FARM Campus is also a model of sustainability: it meets 85% of its energy needs independently and promotes green mobility with electric vehicles, bike sharing, and charging stations. Innovation and environmental awareness coexist in a place designed for the future.
During the week in Italy, you will stay at Marina.
Located in the enchanting Venice lagoon, Marina is a true oasis just a few minutes from the H-FARM Campus (2 km). Two recently renovated barchesse—overlooking what was once the main dock connecting Portegrandi to Venice—house apartments equipped with all modern comforts.
Here, participants can enjoy university life in a dynamic and inspiring environment, where it is possible to share not only studies but also personal passions.
Arrival in Florida, welcome dinner.
Driver Experience & Empathy Mapping
In class: Introduction to the automotive manufacturer and observation techniques
Field activity: Visits to dealerships and mystery shopping
Output: Empathy maps (pains & gains)
Customer Segmentation & Market Definition
In class: Building personas and customer segmentation
Workshop: Mapping the buying journey
Output: Personas and Point of View statements
Innovation & Design Inspiration
Field visit: Automotive Innovation Lab (Miami area)
In class: Ideation techniques (SCAMPER, HMW questions)
Output: Selected solution concepts
Prototyping & MVP
Workshop: Rapid prototyping (service, product, or digital)
Presentations: MVP definition and feedback
Output: MVP proposal
Cultural and Creative Immersion
Visits: Wynwood Arts District and the startup ecosystem
Observation: South Beach and benchmarking in luxury retail
Foundations of Entrepreneurship & Luxury Context
Introduction: Overview of the H-FARM ecosystem and challenges in the luxury industry
Team activities: Team formation and ideation sprints
Business Modeling & Market Positioning
Workshop: Lean Canvas applied to the luxury sector
Analysis: Market and competitor assessment
Foundations of Intelligent Brand
Topics: Heritage, storytelling, and experiential branding
Workshop: Brand manifesto development
Applying the Intelligent Brand
Activities: Application of frameworks and refinement of concepts
Support: Mentorship sessions
Final Pitch Competition
Preparation: Pitch clinic and rehearsal sessions
Presentation: Final pitches in front of a panel of industry experts
Cultural Immersion
Activities: Tour of Venetian craftsmanship
Closing: Farewell dinner and program conclusion
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