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Rhea at ITIR Summit 2025: A commitment to transformative innovation and the social coffee experience

We are pleased to announce that Rhea Vendors Group will be participating as a partner in the ITIR Summit 2025, taking place on Thursday, January 23rd in Pavia. The event, which will unfold at the picturesque Teatro Fraschini and continue with afternoon sessions at the University of Pavia, represents a unique opportunity for researchers, businesses, and professionals in the field of transformative innovation to come together. This year’s theme, “Shades of Blue”, invites exploration of new frontiers across various sectors, blending visions and expertise for a more sustainable and technologically advanced future.

 The Coffee Landscape: Rhea’s social innovation project

The Coffee Landscape is an innovative project developed by Rhea in collaboration with Carlo Ratti and Italo Rota. This concept, which redefines the social experience of coffee, will be showcased during the morning plenary session at Teatro Fraschini.

The Coffee Landscape is a lounge designed to foster interaction among people, featuring three coffee stations and a spacious central lounge where ideas, thoughts, and, of course, good coffee can be shared. In an increasingly digital and disconnected world, this project aims to restore coffee to its role as a “social space,” where people can meet, converse, and build new opportunities.

Rhea and the art of listening: A coffee experience beyond the gesture

In the afternoon, Rhea will again play a key role. During the “BLU MUSICA: WORDS AND LISTENING” session at the beautiful Aula Volta of the University of Pavia, Filippo Poletti’s book The Art of Listening: Music at Work will be presented. Inside this work, an exclusive interview with Rhea’s CEO, Andrea Pozzolini, delves into how Rhea’s vision—spearheaded by Carlo Majer—has always been focused on enhancing the coffee break experience. This is a coffee break that goes beyond simply quenching the need for energy: it aims to inspire, provoke thought, and enrich the time of individuals.

For Rhea, the coffee break is much more than a ritual—it is an opportunity to pause, interact, and explore new horizons, just like a good book or piece of music that invites reflection.

Innovation and the Future of Rhea

Additionally, during one of the afternoon sessions, titled “BLU ACCIAIO”, Rhea’s Innovation Manager Marco Rosso will participate in a roundtable discussion focused on how companies can tackle the challenges of technological innovation and sustainability.

“Rhea is pleased to participate in this important initiative by ITIR, a center renowned for its ability to promote innovation and transformation in key sectors for our future,” said Claudio Valdetara, Marketing Director.“At Rhea, we have always believed in the power of technology and sustainability as drivers of positive change during the coffee break, whether in corporate settings, retail, or hospitality. Our mission aligns with ITIR’s: putting innovation at the service of people, focusing on advanced, sustainable, and high-quality solutions. ITIR’s research and activities are a valuable contribution to fostering a culture of innovation and creating projects that generate value for communities, markets, and the environment.”

We look forward to meeting you in Pavia, engaging in meaningful discussions, and discovering how we can contribute together to a bluer… and more innovative future.