Ideas are felt, not thought. The RUFA Talk series returns with Lorenzo de Rita, director of The Soon Institute and a visionary figure in the world of communication and innovation, for a compelling talk titled: “SEDUCTIVE MINDS WANTED. IN SEARCH OF THE LOST CHARM OF IDEAS”.
Curated by professor Paolo Buonaiuto.
Wednesday 14 May 2025 at 11:00 AM in the Aula Magna (G13)
RUFA Campus – Via Giuseppe Libetta, 7. The talk will be held in Italian.
In the world of communication, we are used to thinking that the role of an idea is to be understood. But what if its very mystery is what makes it powerful? RUFA is pleased to invite students, faculty, and the entire community to a new appointment in the Talk series — a moment of encounter, inspiration, and exchange with key figures from the contemporary creative and cultural scene.
Our special guest will be Lorenzo de Rita, director of The Soon Institute and a visionary in the fields of communication and innovation. With an international career in advertising and solid experience as a creative director for global brands such as Nike, adidas, Volvo and Benetton, Lorenzo now dedicates himself to studying and experimenting with new forms of imagination through cultural and educational projects that place human creativity at the centre.
His intervention at RUFA will be a motivational speech focused on the emotional value of ideas — an invitation to “feel” intuitions more than think them, to rediscover the charm of the incomprehensible, the irrational core that makes an idea truly alive.
“Ideas need their hidden and elusive secret.”
With these words, Lorenzo will guide participants through a deep reflection on the creative process and the importance of emotional intelligence in generating content, projects, and narratives.
Registration for the talk will be open starting Tuesday 6 May 2025.
Talks are open to all RUFA students. To register, log in to the RUFA Career System using your credentials.
If you have any doubts during registration, consult this guide. If questions remain after reading the guide, contact careers.alumni@unirufa.it
Target audience: all students
Duration: 11:00 AM – 1:00 PM
Date: Wednesday 14 May 2025
Venue: Aula Magna (G13) – Via Giuseppe Libetta, 7