Discover Italian Branding & Marketing Excellence in June 2026
A cultural business learning programme in Milano, Bologna and Firenze
A bespoke programme for those who own or promote a business in the fashion, design, or artisan sectors and who seek world-class expertise.
Next Departure 7 – 12 June 2026
6 days from £4,490
Book today with a 50% deposit.
Our Next Departures
7-12 June 2026
from £4,490
50% Deposit
Settle in May
Enjoy the start of the
Italian Summer
September 2026
from £4,490
50% Deposit
Settle in August
Just in time for
Milano Fashion Week
October 2026
from £4,490
50% Deposit
Settle in September
Bask in the glow of
Italian Autumn
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.
What is INcluded
Every detail, handled for you
*Much of Italian cuisine is vegetarian and we can ensure that the restaurants we visit and the food we provide are sensitive to any specific dietary needs. We can provide a variety of food options but ask that you send any specific requirements 21 days prior to start of the programme.
Travel
- All travel expenses between Milano, Modena and Firenze, whether by first class travel or luxury coach.
- Travel from those hotels pre-booked by Made in Academy to curated events or learning experiences
Experiences
- Any fees associated with access to curated experiences
- Arrangement of any personalised shopping
- Hire of venues
- All associated management fees
Food*
- Breakfast in ALL NH reservations.
- Lunch every day EXCEPT on Day 1
- Day 1 Milanese Welcome Dinner
- Day 3 Fiorentina Dinner
- Day 5 Celebratory Dinner at La Loggia
Learning Sessions
- Support materials
- Hire of venues
- Guest speakers
- Workbooks
What is NOT INcluded
The freedom to tailor your journey
*We can recommend a wide range of hotels and will be happy to arrange any provisional bookings. We can also make provisional reservations at NH Hotels in Milan and Firenze with secured preferential rates.
Travel
- International travel to and from Italy or any ongoing travel in Italy after the final day of the programme
- Travel to a curated curated event or learning experience that does not leave from a hotel pre-booked by Made in Academy
Hotel Accommodation*
To secure a competitive price, early reservation is recommended.
Milano (2 nights)
NH Collection, City Life
Via Bartolomeo Colleoni, 14 20149 Milano
Firenze (3 nights)
NH Firenze
Piazza Vittorio Veneto, 4/A, 50123 Firenze
Prices: €150 – €200 per night
Food
Dinner is NOT provided on:
- Day 2 (Milano)
- Day 4 (Firenze)
On these days you are free to explore local restaurants
Concierge Service
Should participants wish to explore experiences either before the start of Made In Italy or afterwards we offer a bespoke concierge service covering private shopping to boutiques, visits to museums, perfumery, artisanal workshops and Tuscan estates and vineyards.
Please contact us to discuss any requirements.
The Made in Italy Programme
This programme is an example of what to expect from Made in Italy.
Due to participant requirements and the availability of the experiences, our programme is subject to change.
All programmes are confirmed one month before the start date.
Sunday
7 June
Travel & Arrival Day
Arrival in Milano & Check-in.
13.00 – 16.00 Welcome
Drinks & buffet at Milanese hotel.
Introduction to Made in Italy
By Programme Directors.
Mystery Guest Speaker.
Briefing on The Made In Italy Business Presentation for Day 6 Mentoring Session.
20.00 Milanese Welcome Dinner
Monday
8 June
09.00 – 10.30 Learning Session 1
The DNA of Italian Creativity
Insights into what differentiates Italian brands from other businesses in the fashion, design and artisanal sectors.
11.00 – 12.30 Learning Session 2
Design Centric Excellence
An exploration of the business benefits of design excellence and attention to detail from concept through to execution.
13.00 – 14.00 Lunch in Milan
14.00 – 17.00 Experience
Visit to Via Montenapoleone
Gucci, Versace, Armani, Prada, Bottega Veneta.
Tour of Brera
Personalised visit to an international design studio.
18.00 – 19.00 Learning Debrief at Milanese hotel.
Free Time
Tuesday
9 June
Hotel check-out.
09.00 – 11.30 Experience
Travel to Bologna.
Luxury coach trip through Emilia-Romagna with our tour guide to highlight the influence of local history and culture in Parma (Parmigiano cheese) and Modena (Balsamic vinegar, Ferrari, Lamborghini).
12.00 – 13.00 Lunch in Bologna
13.30 – 14.30 Experience
Private tour of either Ferrari, Lamborghini or Ducati
Discover how technical innovation is integrated with world-class design.
17.00 – 18.00 Experience
A journey into the artisanal art of using straw to make hats and other items.
18.30 Hotel Check-in
19.00 – 20.00 Drinks and Learning Debrief
20.30 Florentine Dinner
09.00 – 10.30 Learning Session 3
The Italian approach to brand identity
How successful brands use heritage and storytelling, often with a contemporary twist.
11.00 – 12.30 Learning Session 4
Excellence, Exclusivity & Longevity
The Italian customer-centric approach to marketing and how this is often passed through the generations in some families.
13.00 – 14.00 Lunch in Florence
14.30 – 17.30 Experience
A blend of visits and discoveries to established brands as well as less known ones.
- Ricardo Barthel
- Museo Ferragamo
- Gucci Visions
- Santa Maria Novella
- Genori
- Loretta Caponi
- Carolina Bucci
18.00 – 19:00 Learning Debrief
19.30 Mocktails at the Gucci Osteria
Thursday
11 June
Sessions held at NH Firenze
09.00 – 10.30 Learning Session 5
Buyer’s Delight
What the buyers are really after when you pitch your designs or business to them.
11.00 – 12.30 Learning Session 6
The Human Touch
How creative brands use technology without losing sight of the human touch.
13.00 – 14.00 Lunch in Florence
14.30 – 17.30 Experience
Private tour to historic and luxury artisanal silk weavers Antico Setificio
Private visit and talk at Stefano Ricci
Continuation of visits and tours to other Florentine creative businesses.
18.00 – 19.00 Learning Debrief
20.30 Dinner at La Loggia
09.00 – 10.00 Learning Session 7
Fantastic Alchemy
How collaboration with other brands can solve business and design challenges.
10.30 – 12.30 Participant Presentation & Mentoring Session
Business presentations and ideas on how the Made in Italy experience can elevate business growth.
Mentoring sessions with Polimoda tutors and Florentine business owners and programme directors.
12.30 – 14.00 Award Ceremony
Drinks & Buffet
Made in Italy Certificate presented by a Florentine business owner.
END OF MADE IN ITALY