Branding & Luxury Mini-Master 

Meet the most outstanding representatives of the luxury Italian brands 
There are lots of misconceptions about the concept of fashion and fashionable today, first of all regarding the old models as we know them. Fashion industry has become "a serial business" for giants and either you step into their value chain as a provider or you want to join the business arena with your own brand, you have to offer not something that fits the average taste (which is a market already full) but a unique experience that fits the lifestyle of niche customers. 

The relationship has been reversed: before the designer of "what is fashionable" was expected to be a unique individual dictating trends for crowds of followers, now teams of designers from many different fields are challenged to create something that make individuals to feel special and unique. So new and old brands that do not want to offer serial products are more than before engaged in innovation, exploring tradition and heritage in order to find something that can create and suit new needs. 

If you want to understand what is up now, do not look for the usual programs for stylists and designers: fashion means what is naturally born to attract. The truth is that if something works and is perceived as outstanding, out of the crowd, it sells. 

This is the reason why we are offering a unique program about brands and how to create your own personal relationship with your customers as a business advisor, manager, architect, designer and/or entrepreneur, by drawing inspiration from Rome, the Italian style and creativity, exploring its ties with our heritage, art and culture. 

Meet Heinz Beck, one of the most outstanding representatives of the luxury brands in the food & restaurant business, and icons such as Anna Fendi, Delfina Deletterz Fendi, Ilaria Venturini Fendi. Explore the critical success factors of branding, luxury and placemaking and what makes the success of the Made in Italy brand in the world. 



WEEK 1

11/15 JULY ROME CITY & CULTURE, "LOOKING FOR THE GENIUS LOCI OF THE ETERNAL CITY" 
5 taste adventures to study the marketing mix of 5 major Roman Restaurants. Participants will study the food concept and philosophy, the service, the price, the place design, the brand, the communication strategy and the urban area where these restaurants are located. They will explore the souI of Rome under the supervision of an expert of food and luxury marketing, Maurizio Castri. Meetings with Chef Heinz, "the Chef of Rome", who cooks and serves unique experiences to the clients of the only 3 Michelin star restaurant existing in Rome and Lazio, La Pergola and in other nine restaurants around the world, will provide students the unique experience to taste one of the 3 recipes considered heritage of the world. 

LEARNING OUTCOME
Experience and understand the soul of at least 3 areas of Rome, using food as a tool of research, and learn the special relationship between luxury brands and their customers. 
 


WEEK 2

18-22 JULY ADAPTING ITALIAN BRANDS TO YOUR CITY OF ORIGIN 
Participants will design places and marketing campaigns suitable for their country of origin to transfer the 5 food formats studied in the previous week. Architects and interior designers will choose the area and the design that best fit, in their place of origin, the Italian formats experienced during the first week. Marketers will design a brand campaign suitable for their country of origin. 

LEARNING OUTCOME
Adapt 3 Roman brands from the food sector to foreign markets; design a luxury experience using the brands examined to understand the lifestyle industry. 
 


WEEK 3

25-29 JULY FENDIFICATION 
Participants will meet Anna Fendi in one of her boutique hotels, meet Giuseppe Tedesco, founder of “Anna Fendi Wines” and visit the ateliers of the jeweller Delfina Delettrez Fendi and Ilaria Venturini Fendi, to understand how Italian brands, values, products and places where they are produced, from a unique blend. 
BAU experts will guide you in understanding the pillars of the Made in Italy brand: 

  1. We Are Family
  2. Small is Smart
  3. Business is An Art
  4. B2B

Luxury, sustainability and creativity are the focus of this week.

LEARNING OUTCOME 
At the end of this week students will present their project for a Roman existing restaurant and its communication campaign in their city of origin. Special dinner with Anna Fendi at her Michelin restaurant and lunch with Ilaria Venturini Fendi are included in the course fee. 
 


WEEK 4

30 JULY-6 AUGUST CITY BRANDING AND PLACEMAKING CITY TOUR 
City identity and placemaking, 3 nights in Florence with tour in Querceta and Pietrasanta, visits to Gucci and Ferragamo Museums, Pitti and Uffizi Palaces, Benheart Company, and 3 in Venice with tour to Biennale of Venice, Peggy Guggenheim Museum, Murano Island, Dogana Vecchia. Back to Rome on the 6th of August. 

LEARNING OUTCOME
Participants will understand the elements that make the distinctive identity of these cities and how art, architecture, craftsmanship and design can contribute to brand a place. 


Tuition fees:

2000 € for 4 weeks
1500 € for 3 weeks
1000 € for the FENDIFICATION MODULE ONLY

  • Excluding tickets to the museums, galleries, meals at the restaurants, accommodation and flights. Internship opportunities upon successful completion of the program. 
  • Learn how to customize your program if you want to choose only the FENDIFICATION module

Contact us at: 
info@baurome.com
+39.06.6783017
+39.349.0517948 Whatsapp/Wechat
 

1st SESSION ON JULY 11th
AND FROM SEPTEMBER 18th ACTIVE EVERY MONTH