Grow your business by discovering the art of Italian Branding & Marketing
A bespoke programme for those who own or promote a business in the luxury fashion, design, or artisan sectors and who seek world-class expertise.
Milano, Galleria Vittorio Emanuele II, Italy’s oldest active shopping arcade
THE ITINERARY
Milano | Bologna | Firenze
June 7-12 | September 6-11 | October 11-16 2026
Made in Italy, is a five-day learning journey through Milano, Bologna, & Firenze—home to world renowned creativity and craftsmanship.
Learn at Polimoda, a global leader in fashion and creative education, and immerse yourself in powerful branding techniques practiced by Italy’s top companies.
This is more than a course. It’s a cultural business adventure with expert-led workshops, exclusive tours and networking opportunities.
Places are limited to 20 creative professionals and business leaders ready to set their brands apart.
Your Journey Through Italian Design
Days 1 & 2: Milano
Arrive in the fashion capital of the world where tradition meets innovation. This is your introduction to a modern take on Italian culture, a city unrivalled in its fusion of high fashion, cutting-edge design, and cosmopolitan cuisine.
Learn from our guest speakers about what makes Milano and its brands so memorable and sought after.
With the help of the programme leaders, begin work on your business pitch that you’ll present to our experts on Day 6.
Absorb the DNA of Italian creativity via personalised visits to luxury boutiques and celebrated design stores, and begin to grow your network.
Day 3: Bologna / Modena
In our luxury coach, travel to Bologna and via Parma and Modena, towns famous for parmigiano, balsamic vinegar and the icons of car manufacturing, Lamborghini & Ferrari.
Subject to demand and availability, enjoy a personalised tour of either Lamborghini, Ferrari or Ducati.
Discover how Italian manufacturing fuses aesthetics with technology to create world-renowned brands.
Head south to Firenze, a city that continuously shapes design and innovation. The birthplace of Italy’s legendary business empire, the Medici, as well as famous artists, writers and scientists — Michelangelo, Dante and Galileo.
Days 4, 5 & 6: Firenze
Learn from branding and marketing experts, business owners and professors from Polimoda, Italy’s top fashion and design school. Present your marketing and branding ideas to our team for invaluable feedback.
Apply your learning with private tours of Florentine showrooms, artisan workshops and other discreet brands. Meet with local Italian business owners, network with new contacts and form lasting business relationships with fellow innovators.
Celebrate the completion of your immersion into the world of Italian branding and marketing at the Made in Italy Award Dinner and a Certificate of Completion.
Want to learn more? Join our online Orientation Session.
Register below to join our online Orientation Session via Zoom on 1st April at 17.00 GMT (18.00 CET | 12.00 EST).
Our programme leaders, Vasilis and Joe, will walk you through the programme, answer your questions and share other details about the Made in Italy itinerary
Antico Setificio Fiorentino is one of the few remaining workshops for silk production left in the world, thanks to the rituals and precision of those who celebrate the rhythm of life among the ancient looms, like the timeless warping machine built in the 18th century on a design by Leonardo da Vinci.
Experience
The Business Value of Italian Design
Curated visits to stores, boutiques and bottega that exemplify why Italian design excellence is the envy of the world.
This includes introductions to showrooms and people that are ONLY possible through Made in Italy’s network of contacts.
Milano’s Brera district
Famous for its rich artistic heritage, cultural landmarks and stylish ambience. Enjoy a personalised tour of a celebrated interior design store and meet the owner.
Via Montenapoleone
The ‘golden mile’, the most expensive retail street in the world with Gucci, Versace, Armani, Prada, Bottega Veneta, and countless other international brands. Experience what is meant by personalised shopping.
Industrial craftsmanship
A private tour of either the Lamborghini, Ferrari or Ducati factory and showroom in Modena or Bologna. Exotic and exclusive motor vehicle brands, each with a distinct identity and personality.
The creative heritage of Firenze
Guided visits to Museo Ferragamo and Gucci Visions, and behind-the-scenes tour of Antico Setificio Fiorentino. Explore the silk workshop that weaves exquisite brocades, damasks, and taffetas using looms based on designs by Leonardo da Vinci.
Ties, textiles & traditions
The designs and exclusive marketing of luxury designer Stefano Ricci, whose family’s mission is to “create clothing for the wardrobe of a man who has everything”.
More hidden gems
Stroll on Ponte Vecchio, renowned for its unique lineup of jewellery boutiques that reflect centuries of Florentine craftsmanship.
Polimoda, Sala degli Specchi
Learning
The DNA of Italian Creativity
Made in Italy is for those hungry for new ways to improve their branding and marketing.
It is a unique opportunity to meet and network with those who shape and influence Italian brand identity.
With speakers and experts from top fashion brands and institutions, the programme unlocks what makes the promotion of Italian creativity so extraordinary.
The programme explores the following topics.
Selling a culture: Italian Brand Identity
Discover how heritage, symbolism, storytelling, craftsmanship, and innovation are used to distinguish Italian brands internationally.
The Design Centric Business
How successful Italian companies structure their business around design excellence, from concept through to delivery. How being design-centric boosts brand perception and revenue.
The Human Touch
In our digital world, explore the need to balance a dependence on technology with the client’s desire for the human touch.
Unparalleled Craftsmanship
Why Italians focus meticulous attention on detail, whether it is the rarest luxury fibre, the technique of a seamstress, or exceptional artisanal craftsmanship.
Marketing Excellence & Exclusivity
Discover how the Italian customer-centric approach to marketing leads to memorable experiences that shape attitudes towards price.
Family Business Longevity
Understand the importance of business longevity and how Italian entrepreneurial excellence is often passed down through generations.
The Power of Storytelling
How great storytelling based on cultural heritage and exceptional craftsmanship sells products and dreams. Storytelling approaches to explore and apply.
Fantastic Alchemy
How the ‘fantastic alchemy’ of collaboration with other brands leads to innovation and the solving of design and business challenges.
Buyer’s Delight
What the world’s top buyers are after when they view a new product or design. The best ways to establish a relationship and the mistakes to avoid.
Brand Personality
Why successful brands have a more memorable personality than others. How creative brands create a distinct and authentic personality.
Meet the Programme Leaders
Vasilis Dimitropoulos
Luxury Brand Consultant
Former Global VP at Gucci
Vasilis is the former Global Vice President Client Services and Product Care at Gucci.
A seasoned executive with more than 20 years of experience in the luxury industry, Vasilis has held executive roles within the houses of Louis Vuitton and Celine.
At Gucci, Vasilis developed Gucci 9, the worldwide client services concept. He implemented several innovative projects including the launch of Gucci 9 Live, the personalized video call experience and pioneered Conversational AI as customer #0 with Salesforce.
Joe Pélissier
Branding & Tone of Voice Communication Expert
Joe is an international branding and communications expert, as well as a designer of award-winning, multi-format learning experiences.
He mentors founders seeking to scale their businesses, as well as directors and business owners looking for expert guidance on marketing and communication strategies.
As a sought-after course designer and facilitator, Joe collaborates with prestigious clients that include Oxford University, the European Parliament / Commission, England Rugby, Sony PlayStation, Nespresso, Louis Vuitton, and Gucci.
La Loggia Restaurant, Firenze
Talk to the Experts
Discuss your business with some of our speakers, whether it is established, new, or yet to be launched. Enjoy the chance to learn from and network with those at the forefront of Italian design, branding, and marketing.
Award Ceremony
In the company of new found friends receive a Made in Italy Certificate at the end of programme dinner.
Travel
All first class travel between Milano, Bologna and Firenze is provided by Made in Italy. Transport is also supplied between sessions we provide in each of these cities.
Participants are responsible for their own travel to Italy before and after the programme.
Accommodation
We have provisional reservations at the hotels we have a relationship with and where some of our presentations are held.
At these hotels there are limited rooms available so we recommend booking early. If you wish to make your own reservations both cities offer a wonderful selection of hotels. Please arrange this privately or via your travel agent.
Food & Hospitality
Italian food is a cultural experience, a delightful, leisurely social event to be shared with family and friends. Italians have an obsession with quality ingredients such as fresh tomatoes, olive oil, herbs and cheeses, making Italian food much more than pizza and pasta.
In Milano, discover Risotto alla Milanese, a creamy, golden rice dish made with arborio rice, saffron, butter, onions, white wine, beef marrow, and Parmigiano cheese.
In Firenze, you cannot leave without eating Bistecca alla Fiorentina, a T-bone steak, traditionally sourced from local Chianina cattle. Grilled over a high heat to achieve a charred exterior and rare interior, it is then sliced and shared with everyone. Or, for vegetarians, savour a hearty bread and vegetable soup, Ribollita, made with day-old bread, cannellini beans, kale, carrots, celery, and other seasonal vegetables.
Much of Italian cuisine is vegetarian and we can provide a variety of food options to cater for different dietary needs. We ask that you send any specific requirements at least one month before the start of the programme.
Concierge
With our extensive Tuscan network we offer a bespoke concierge service covering private shopping to boutiques, visits to museums, perfumery, artisanal workshops and Tuscan estates and vineyards.
To explore this opportunity, please contact us.