Programme Director Martin Toding and MBA students Gea Vendel and Karl-Johannes Kadak have agreed to share their experiences.

During the trip, world-class professionals shared invaluable experience and information about luxury businesses and renowned brands. The first day focused on discovering the essence of luxury and learning the theory of luxury brand management. We listened to inspiring lectures delivered by Professor Matteo Casadio Strozzi, food industry expert Lelio Mondella and the CEO of Acetaia Giusti Claudio Stefani, who provided a deeper insight into distinguishing true luxury from conventional brands and managing it successfully in different industries. We learned about luxury brands, and the perception of luxury to grasp how experience and know-how acquired in various fields can contribute to successful and strategic management.

On the second day, we were welcomed at Automobili Lamborghini S.p.A., where we were given an overview of Lamborghini's history and products and could enjoy the presentations of the strategy and brand managers. They were convinced that the key to Lamborghini's success was the harmonious combination of tradition and innovation. Afterwards, we were part of a frank discussion about the challenges and visions of the luxury car manufacturer. The passion of the Lamborghini team shows how tradition and innovation can coexist seamlessly while creating automotive masterpieces. The day continued with a visit to Acetaia Giusti, where the company’s marketing manager introduced the historical heritage, practices and processes that transform grapes into the best balsamic vinegar. The company’s commitment to quality and authenticity reflects the strategy to position its products primarily for niche markets, rather than mass markets. Tasting these exceptional balsamic kinds of vinegar reinforced the understanding of how storytelling and a commitment to excellence can shape a brand’s identity.

The final day of our trip was concluded with a thought-provoking lecture on luxury strategies and sustainability that emphasised the fine balance between exclusivity and responsibility prevalent today.

In addition to valuable knowledge and encounters, our field trip was an opportunity to create deeper connections with fellow students and Alumni. The shared experiences and emotions highlighted the invaluable importance of collaboration and networking as a key component of MBA studies. It also manifested the significance of cultural diversity – discovering the lively streets of Milan, enjoying its renowned cuisine and experiencing the intersection of tradition and modernity that defines the luxury so peculiar to Italy.