IUM Students Pitch to Industry Professionals in High-Stakes Luxury Competition
On May 27th, IUM transformed into a dynamic hub of innovation as seven student teams, from our MSc in Luxury Management program, stepped into the role of agile brand agencies. Introduced by Professor Kasha Minor and Dr. Annalisa Tarquini-Poli, Program Director, alongside the initiative’s coordinator Valentina Cangiano, the seminar’s grand finale challenged students to develop and pitch real-world luxury strategies.
Blending creativity, entrepreneurship, and strategic storytelling, the event embodied IUM’s philosophy of experiential learning, demonstrating how the contemporary luxury ecosystem is best understood through direct engagement and practical application.
A World-Class Jury and Exceptional Career Opportunities
Far from a traditional academic evaluation, students presented their projects before an influential panel of international industry leaders who traveled specifically to Monaco to mentor and identify emerging talent.
The jury included Nigel Essam, Founder & CEO of Red Eye Events, who flew in from London bringing his extensive expertise in Monaco Grand Prix hospitality. Joining him was Luca Legnani, Founder of Papillon Milano 1990 and a visionary in cultural hospitality ecosystems. Adding an important intergenerational and cultural perspective, Madame Fatim and COO Aya Idrissi traveled from Casablanca to represent Maison Fatim, renowned for its contemporary royal couture.
The panel also featured Italian media personality Maurizio Di Maggio of Radio Monte Carlo, alongside Giovanni Baldi and Elizabeth Norman Ghiandai from IUM, MarineMax HR Business Partner Adina Isabella Marin, Natalie Léveillé, Compliance and Corporate Services Manager at Denison Yachting and distinguished guests including Alessia Castelli of Monaco Woman Magazine and Paola Arrigo of the Giraudi Group.
What made the event particularly remarkable was the concrete professional opportunities offered to students. For them, the experience extended far beyond academic assessment, it became a genuine opportunity to engage directly with decision-makers from the luxury industry.
The Agency Pitches: Strategy Meets Innovation
Working as in-house innovation teams, students delivered dynamic presentations addressing real business challenges within the luxury sector.
Projects ranged from a year-round communication strategy for Red Eye Events, to proposals positioning Papillon Milano as an experiential luxury maison led by a dedicated Artistic Director.
Other teams explored the launch of Camparino’s “Aperitivo Infinito” concept into the American market, designed customer journeys for Maison Fatim, and examined themes of female empowerment.
Following each presentation, students faced direct questioning from founders and executives, responding with professionalism, strategic thinking, and industry awareness.
The Ultimate Prize: Trackside at the Monaco Grand Prix
While every presentation demonstrated a high level of preparation and creativity, the team tasked with reimagining the heritage of the legendary Riva Group ultimately secured first place.
Their proposal impressed the jury by successfully balancing respect for the brand’s iconic maritime legacy with a forward-looking innovation strategy.
As announced by Nigel Essam, the winning team will receive exclusive access to an immersive work experience with Red Eye Events during the upcoming Monaco Grand Prix. The opportunity will provide hands-on exposure across several luxury hospitality and experiential venues during one of the world’s most prestigious sporting events.
The prize perfectly reflected IUM’s distinctive approach: transforming academic achievement into direct industry experience and professional acceleration.
A Toast to the Future
The competition concluded with a vibrant cocktail reception where students, faculty members, and jury guests gathered to celebrate the winning Riva team and acknowledge the dedication shown by every participant.
In the spirit of luxury hospitality, the evening also created valuable networking opportunities, allowing students to connect directly with founders, executives, and industry professionals in a more informal setting, relationships that may well shape the next stage of their careers.
For more information about our MSc in Luxury Management program, check our website
If you have any questions, contact the admissions team at admissions@monaco.edu
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