The Luxury Experience: Beyond the Product, Inside the Brand
Friday, June 6 at 11:00 AM
San Paolo Complex – Sala Roots

Consumer experience is a widespread trend, but it takes on even greater importance in the luxury sector. Here, where the financial commitment is significant, customers expect more than just a product — they seek experiences that enhance and give meaning to the very act of owning a luxury item. Beyond the personal value developed with the product, there’s an expectation that the brand will provide enriching and complementary experiences. Exclusive gatherings, curated journeys, iconic events, in-store experiences, private visits to museums, and other immersive initiatives become key components of fully living the brand. This sense of belonging to a rich and prestigious tradition deepens the emotional connection, adding a long-term vision and value that goes far beyond the product itself.

Moderator: Barbara Pedrotti, TV host, presenter and motorsport technical speaker

Round Table 1

• Pietro Innocenti – CEO, Porsche Italia
• Christopher Pagani – Marketing Director, Pagani
• Andrea Vecchi – Marketing & Communication Manager, Dallara

Round Table 2

• Federico Foschini – Chief Marketing and Sales Officer, Automobili Lamborghini SpA
• Patrizia Cianetti – Marketing & Communication Director, Ducati Motor Holding
• Paige Hope – Head of Global Operational Marketing, Ferrari
• Giovanni Perosino – Head of Marketing & Communication, Maserati

Round Table 3

• Andrea Albani – Managing Director, Misano World Circuit Marco Simoncelli
• Giuseppe Prestia – Tenuta di Roncolo
• Antonio Gioli – Founder, GBPA Architects
• Luigi Orlandini – Chairman & CEO, Canossa Events
• Marco Panieri – Mayor of Imola

The new frontier of luxury is no longer simply about owning an iconic product, but about accessing a coherent, exclusive, and memorable experiential ecosystem. For high-performance brands, the customer relationship is built long before — and far beyond — the moment of purchase, through lifestyle, personalized events, immersive design, and a direct connection with the brand’s core values.

The second round table brings together key players from the experiential ecosystem — Misano Circuit, Tenuta di Roncolo, GBPA Architects, and Canossa Events — to discuss how hospitality, territory, architecture, and events contribute to strengthening brand value and the broader Motor Valley system.