MBA Luxury Brand Marketing and MBA Students from GCU London were offered the opportunity to visit Milan for a first-hand learning experience.
During this trip, the students paid a visit to the iconic luxury lifestyle store, 10 Corso Como. They then witnessed a guest lecture from the esteemed Professor Alessandro Brun of the Politechnico di Milan on the meaning of luxury and key trends within the Italian luxury sector. They had a private tour of the luxury Villa Necchi which gave them an insight in to the history of Italian luxury living before the students had plenty of free time for to explore.
They also visited the newly opened Armani Silos which showcases designs and digital inspiration from Giorgio Armani over the last 40 years and had a private tour of the newly opened Prada Foundation which is a permanent cultural exhibition space designed by Rem Koolhaas.
Karinna Nobbs, Senior Lecturer at GCU London, was delighted with how the trip went “The Milan study tour provided a valuable learning experience to contextualise the luxury theories that the students have critiqued in class and also allowed them to see the latest trends in luxury branding like the concept of third space in the luxury fashion flagship stores and the merging of culture and commerce in Prada and Armani’s latest openings.”
MBA Luxury Brand Marketing Student, Jack stated that “The trip to Milan gave me much appreciated insight into the actual work that goes on within the luxury industry. It gave us an opportunity to see behind the veil.”
Pramod, an MBA student, was equally delighted by the trip “Highlights for me would be under two categories. First is academic in terms of witnessing actual luxury branding and marketing in practice through events and secondly, the cultural experience of Milan.”
– This article was written by Tommy Winter, Tommy Dwyer, Carie Howells and Callum Gardiner, who are students from Eastbrook Comprehensive School, Dagenham, London.