There is no universal definition for Luxury: for some it’s the best money can buy, it’s about showing off, while for others all it’s about escaping, the best money cannot buy. Luxury can be costly, superfluous and wasteful, or self-indulgent, high quality and refined. Recently it can also be conceived as research and conceptuality, or distinction by style.
Luxuria or Luxus, the interpretation of Luxury, has become something completely individual. It doesn’t matter if it’s heaven or hell because Luxury represents exactly the way one wants to live, one’s own lifestyle.
In this master’s course you will learn how to understand, implement and market the key values of various products and services that, when mixed in different doses, compile every possible definition of Luxury: design, craftsmanship, quality, brand, price, prestige, sacrality, authenticity, exclusivity and uniqueness.
Luxury doesn’t exist in nature, this course teaches how to create it by managing and balancing scarcity and abundance, heritage and innovation.
The course is organised in two distinct modules: Culture and Vision, providing a cultural background to develop an innovative mentality, and Business & Management, filling the tool-box of Luxury marketing instruments, and when necessary, working and thinking out of the box.
Polimoda lecturers are all professionals from the industry, specialised in one or more of the many different categories that make up the world of Luxury like Jewels, Yachts, Apparel, Leather, Fragrances, Cars, Interior Design, Wines,Hotels and Spas, and ultimately Art.
The course also includes a valuable series of field trips, guest lectures, specific seminars on markets and product categories, as well as a portfolio final project.