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 first round table will feature Porsche, Pagani, Ferrari, Lamborghini, Ducati, Dallara, and Maserati, exploring how top-tier brands are reinterpreting the luxury customer journey and evolving their relational touchpoints in the world of automotive excellence.

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.