Four intense days in Milan

Our Master of Marketing: New Luxury and Art de Vivre organized his traditional study trip to Milan, from the 26th of February to the 1st of March

For four days, the students in the first year of luxury marketing were able to deep dive into the Milanese luxury sector through conferences, cultural and company visits as well as meetings with Italian luxury professionals.

After one semester of academic studies and business cases with French maisons, this field trip is a perfect opportunity to discover the specificities of Italian luxury, to discover iconic brands and unique Italian know-how and design.

This year, the study trip began with a guided tour of Fondazione Prada to reflect upon the link between luxury and culture and more specifically luxury and contemporary art and architecture.

A presentation of the business perspectives of the luxury sector with Bain & Company with Fabio Fratta gave students an excellent overview of the global luxury industry, its outlook and its challenges.

A very insightful class with professor Luca Visconti followed by a "Luxury Safari" allowed students to discover brand identities, codes and territories of some outstanding Italian luxury brands also in their retail spaces.

HIGHLIGHTS and Visits

We are very grateful to the brands who received us and shared their passion with our students: the production site of Louboutin near Milan, where the students had the opportunity to see the production lines as well as the research and development center and special order services.

At the beautiful Serapian headquarters students discovered the history and heritage of Serapian, they could observe and even try out the unique mosaïco-technique developed by the maison and perpetuated by highly skilled craftsmen.

A group of students enjoyed a private visit of the Hotel Bulgari with its architect Roberto Mariani to admire the exceptional environment created for the clients of luxury hotels and get a better understanding of brand diversification into hospitality.

On Wednesday morning students were fortunate to discover fantastic Milanese design brands thanks to visits to the Dedar showroom with a presentation of the brand and its collaborations, Dimore Galleria and Dimore Centrale.

To conclude this study trip, students followed a guided tour of Villa Necchi Campiglio, one of the most outstanding Art Deco creations by Piero Portaluppi built for the Necchi-Campiglio family of industrialists and music lovers, gaining insight into Milanese art de vivre and architecture in the interwar years.

A warm thank you to our partner companies Chanel, Christian Louboutin, LVMH and Richemont whose generous support contributed to the success of this new edition of our study trip.