Master in Fashion & Luxury Brand Management for Hospitality

Explore the Fashion & Luxury Brand Management for Hospitality Master’s programme at Istituto Marangoni Firenze. Develop expertise in luxury hospitality marketing, brand strategy and guest experience design, combining communication, digital marketing and business management skills to create distinctive brand experiences in the international luxury hospitality industry.

Postgraduate courses

This Master program prepares future leaders in boutique and luxury hospitality through an interdisciplinary approach rooted in Florentine craftsmanship, sustainability and experiential marketing. Students engage in hands-on projects to curate refined, human-centered hospitality experiences that balance heritage, innovation and global excellence.

Programme Specification Download the Information booklet here

CAREER PATHS

Brand Manager for Luxury & Hospitality
General Manager / Boutique Hotel Manager
Brand / Marketing / Digital & PR Strategy Roles
Guest Experience / Guest Relations

DISCOVER THE COURSE

The Master program is designed to equip future professionals with the strategic, managerial, and creative competencies to lead in this evolving sector, one that balances heritage and innovation, local identity and global excellence. Through an interdisciplinary approach, students will engage with Florentine craftsmanship and design as models of authenticity and attention to detail, luxury brand management and experiential marketing applied to hospitality; sustainability and ethical luxury as pillars of contemporary excellence; hands-on projects in collaboration with boutique hotels, Michelin-starred restaurants, exclusive spa&wellness resorts and charming wine relais in the Tuscan countryside. By positioning Florence not just as a backdrop but as a living laboratory of hospitality, the program immerses students in an environment where art, culture, wellness and service converge. Graduates will emerge as visionary professionals, capable of curating experiences that reflect the spirit of Florence: intimate, elegant, and timeless. Ultimately, this Master aims to celebrate and perpetuate the Florentine art of welcoming a blend of culture, craftsmanship, and human warmth while preparing students to shape the future of boutique and luxury hospitality worldwide.

COURSE CONTENT

The program is designed for those aspiring to lead and innovate within the world of Luxury Hospitality, with a particular focus on exclusive environments such as boutique hotels, ultra-luxury private resorts, and artist residencies of the highest prestige. It explores how luxury is conceived, managed, and communicated in hospitality concepts that are deeply rooted in local heritage, cultural identity, and refined aesthetics.

Participants engage with key areas including brand strategy, cultural intelligence, CRM, experiential marketing, multisensory branding, and sustainability. Special attention is given to the creation of distinctive brand narratives and the integration of digital media with traditional values to shape emotionally resonant and culturally rich hospitality experiences.
Through real-world projects, direct collaboration with companies, and insights from leading professionals, the program offers an in-depth understanding of the operations, challenges, and future directions of high-end hospitality. It also develops strong leadership and strategic management skills, preparing participants to thrive in an industry defined by creativity, excellence, and exclusivity. Graduates will be ready to take on key roles in the luxury hospitality sector, leading or developing exceptional properties where innovation, heritage, and elegance converge.

IM LABORATORIES

Istituto Marangoni offers students cutting-edge design resources, providing them with essential tools for their academic journey and future professional careers in luxury hospitality branding and design.

Students will acquire skills in using advanced software, along with industry-standard rendering tools, to create high-quality, photorealistic visualizations of exterior and interior spaces. They will also be trained in the use of graphics and branding software, such as Adobe Photoshop, InDesign, and Illustrator, to develop engaging project presentations and branding strategies for luxury boutique hotels.

To enhance spatial storytelling and guest experience design, students will explore lighting simulation tools and digital moodboard techniques. These technologies will enable them to develop immersive interior concepts and implement innovative solutions tailored to the luxury hospitality industry.

IM LABORATORIES

Industry-Driven Learning & Exclusive Brand Collaborations

The program is designed to align with the luxury hospitality industry, ensuring students engage with real-world challenges through exclusive partnerships with leading boutique hotel brands, luxury resorts and art residences, and high-end suppliers.
Students work on live projects with industry professionals, gaining firsthand experience in designing and managing for the fashion and luxury hospitality sector.

Experiential & Project-Based Methodology

The learning-by-doing approach enables students to develop spatial concepts, brand-driven interior solutions, and immersive guest experiences through practical assignments, case studies, and design challenges.
A key focus is on professional project presentation, where students refine their ability to communicate ideas effectively to clients, stakeholders, and luxury hospitality brands.

Strategic & Multidisciplinary Vision

The curriculum brand management, experiential marketing and multisensory branding to create a holistic understanding of luxury hospitality
Students develop advanced communication and marketing strategies, incorporating innovative technologies, sustainable solutions, and high-end material selection to meet the evolving demands of the luxury hospitality industry.

Florence as a Strategic Hub for Luxury Hospitality, Fashion & Made in Italy

Studying in Florence places students at the center of Italy’s luxury landscape, surrounded not only by leading fashion houses and artisanal workshops, but also by world-class luxury hotels, major international hospitality groups, exclusive boutique hotels, art residences, and high-end wellness and spa environments.
The city’s strong luxury tourism sector provides constant exposure to cutting-edge hospitality concepts, service innovation, and premium guest-experience strategies.
Florence also offers privileged access to major industry events such as Pitti Immagine, as well as fashion museums, archives, and design exhibitions that enrich students’ cultural and professional development.
This ecosystem of brands, suppliers, hotels, creative studios, and luxury retail spaces fosters deep connections with the territory, giving students valuable networking opportunities and insights into product development, craftsmanship, and innovation across the luxury sector.

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