From February 11th to February 16th, students from the MSc in Luxury Management (Hospitality and Event Management and Brand Management specialization) went to Italy to discover the Italian hospitality world.
MILAN
On DAY ONE, the students started their trip by meeting with the Bain & Co. team. They had the privilege to meet Claudia D’Arpizio, Senior Partner, and Carlo Moltrasio, Associate Partner, in the Luxury Division. They presented the Bain – Altagamma Luxury Goods Worldwide Market Study, 22nd edition, entitled “Long Live Luxury: converge to Expand through Turbulence”.
Bain & Co. is the consulting company that initiated, back in the 90s, the market analysis of the luxury industry.
During the afternoon, Dr. Tarquini organized a conference around the trendy topic of innovation hosted by Deloitte. They listened to very inspiring speeches from the Fashion Lab of Deloitte, Gellify, and Arad Digital.
Federico Barbieri ended the afternoon with a very instructive keynote speech, “The Omnichannel Mindset.” He explained the evolution of the digital strategy in the luxury frame and how to approach it. He also suggested some ideas about the mindset needed to work in a world that is driven by digital strategy. For the first time, this series of conferences was open to our alumni.
The day concluded with a networking cocktail, at which three generations of luxury students (alumni, current students, and prospective ones), as well as business professionals, gathered for a night of professional exchange and good laughs.
On DAY TWO, Thanks to Andrea Balotelli, Sales Manager at MEPRA, an Italian company specializing in manufacturing and selling luxury cutlery & cookware, students enjoyed visiting Michelin-starred restaurants: 2-start Aprea, 2-start Verso, and 1-start Cracco. These meetings are part of the “Custom Tour by MEPRA”, a journey into the luxury metalware realm. The students have seen the behind-the-scenes of three of MEPRA’s customers and had the chance to meet in person with the chefs.
For lunch, they were treated to a unique experience at Cracco, a chic, one-Michelin-starred restaurant led by the renowned chef Carlo Cracco.
In the afternoon, the managing director welcomed them to the Italian headquarters of the renowned Patek Philippe brand. They had a fruitful exchange, discovering the brand’s vision and values.
On DAY 3
The students met with the Managing Director and Groups and Events Manager at Armani Hotel Milano. It was an incredible journey inside the world of Armani, one of the most inspiring lifestyle Italian luxury brands.
Then, the students met with Matteo Ward, the director of WRÅD, and Sara Sozzani Maino, Creative Advisor of Conde Nast Italia, at the Fondazione Sozzani. Students had an engaging conversation about fashion sustainability that allowed them to reflect on the significant difference between simply sharing information and effectively communicating the principles of sustainability. The hosts talk about the negative impact of fast fashion, which happens mostly far from the consumer’s eyes.
They want to raise awareness and clarify that change is still possible if we all agree to play an active role in it.
And then the trip moved to FRANCIACORTA.
FRANCIACORTA
DAY 4 started with an incredible meeting with the Marketing Director, Massimiliano Cariola, at the Porsche Experience Center. They explored the values, history, and evolution of the Porsche Brand, the strategic objectives and new reference target groups, as well as the strategy and all the platforms developed by Porsche Italia to best face the upcoming challenges.
Following the meeting, they experienced the Porsche Simulator Race. What a fun experience!
Next, they headed to Ca’del Bosco, an Italian wine producer, to discover a world of wine and art. They had the chance to experience the recently created Ca’del Bosco experience.
Finally, they visited the Cantieri Riva, a recognized icon of fine Italian yachting artistry. Indeed, the famous acquarama has been created, designed, and produced for decades. They ended in the office where Mr. Riva, the company’s founder, was working: a very emotional journey to end this amazing day.
Day 5 ended the “Custom Tour by MEPRA.” They visited the factory and went through all the production steps.
This was the end of an incredible journey into the Italian Luxury roots!
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