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.
DAY 1
Sunday
Travel
Arrival in Milano & Check-in
13:00 – 16:00
Welcome drinks and buffet
at Milanese hotel
Introduction to Made in Italy
by Programme Directors, Vasilis Dimitropoulos and Joe Pélissier
Mystery Guest Speaker
The Made in Italy Business Presentation
briefing for Day 6 mentoring session
Our journey starts against Milano’s backdrop, where the Duomo’s ambitious scale mirrors the city’s relentless drive.
Here we begin to decode the creative DNA that allows heritage brands to command the global stage.
DAY 2
Monday
AM Learning Session
09:00 – 10:30
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
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
PM Experience Session
14:00 – 17:00
Visit to Via Montenapoleone
Private tours of Gucci, Versace, Armani, Prada, Bottega Veneta.
17:00 – 18:00
Tour of Brera
Private visit to international design studio.
18:00 – 19:00
Learning Debrief at Milanese hotel
Explore Milano at your leisure.
Traversing Italy’s “Motor Valley,” the focus shifts to the engineering of desire. We discover how technical perfection, from the curve of a chassis to the stitch of a seat, serves as the ultimate expression of brand philosophy.
DAY 3
Tuesday
AM Experience Session
09:00 – 11:30
Travel to Bologna
A 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
Private tour of either Ferrari, Lamborghini or Ducati
Discover how technical innovation is integrated with world-class design.
PM Experience Session
15:00 – 16:30
Travel to Florence
17:00 – 18:00
A journey into the artisanal art of using straw to make hats and other items
18:30
Hotel Check-in
20:00 – 22:00
Learning Debrief & Florentine Dinner
Savour Bistecca alla Fiorentina, a traditional steak, sourced from local Chianina cattle.
Shifting our gears to the Florentine rhythm, under Brunelleschi’s dome, we leave the industrial north to immerse ourselves in the cradle of the Renaissance, where brand value is measured by centuries of artisanal lineage.
DAY 4
Wednesday
AM Learning Session
Sessions are held at Polimoda, Italy’s top fashion and design school.
09:00 – 10:30
Session 3: The Italian approach to brand identity
How successful brands use heritage and storytelling, often with a contemporary twist.
11:00 – 12:30
Session 4: Excellence, Exclusivity & Longevity
The Italian customer-centric approach to marketing and how some families pass this through the generations.
13:00 – 14:00
Lunch in Florence
PM Experience Session
14:30 – 17:30
A blend of visits and discoveries to established brands as well as less known ones.
18:00 – 19:00
Learning Debrief
19:30
Mocktails at Gucci Osteria
Dine in Firenze at your leisure.
In the exclusive spaces of Polimoda, we study the theory behind the success.
We deconstruct the winning formula of heritage Italian brands, balancing history with contemporary storytelling.
DAY 5
Thursday
AM Learning Session
Sessions are held at Florentine Hotel
09:00 – 10:30
Session 5: Buyer’s Delight
What the buyers are really after when you pitch your designs or business to them.
11:00 – 12:30
Session 6: The Human Touch
How creative brands use technology without losing sight of the human touch.
13:00 – 14:00
Lunch in Florence
PM Experience Session
14:30 – 17:30
More exclusive visits to luxury workshops and
- 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
20:00
Dinner at La Loggia
Since 1876, the cornerstone of Florentine elegance.
Among the 18th-century looms of Antico Setificio, the rhythmic clatter resonates like a mantra, telling us that true luxury isn’t just about the final product, but about preserving a process that mass production can never replicate.
DAY 6
Friday
AM Learning Session
Sessions are held at Polimoda
09:00 – 10:00
Session 7: Fantastic Alchemy
How strategic collaboration with other brands can solve business and design challenges.
10:30 – 12:30
Participant Presentation & Mentoring Session
- Participant business presentation of ideas for business growth based on their Made in Italy experience.
- Mentoring sessions with Polimoda tutors, Florentine business owners and programme directors.
- Final networking session
12.30 – 14:00
Drinks and Buffet
Award Ceremony
Made in Italy Certificate presented by a Florentine business owner.
END OF MADE IN ITALY
Optional concierge service to explore Tuscany via the private network of Made in Italy.
The journey concludes here, transforming observation into strategy. Amongst mentors and peers, Made in Italy becomes the incubator for your vision, ensuring you leave with a refined roadmap for your business’s future growth