Future-proofing luxury in volatile times

The luxury sector is routinely exposed to relentless volatility and change. The COVID chapter cannot yet be considered closed, and brands have had to respond suddenly to a radically evolving geopolitical landscape, with the war in Ukraine and its aftermath. In the meantime, the pressure on sustainability continues to increase and consumer behavior keeps changing day by day.

Mastering the skills to deal with this volatility with agility is invaluable. Would you like to learn how to future-proof your brand to stay ahead of the curve and protect your brand appeal?

IMD's Reinventing Luxury Lab is an experiment-based strategy program designed to prototype and field-proof the key elements you need to make your brand resilient and enduring. Learn first-hand how to increase your brand's agility and durability.

This year we offer you a once-in-a-lifetime experience: you will be hosted by Automobili Lamborghini and its top management team.

agility and resilience

Build agility and resilience at the core of your strategy, operations, and organization

tough strategic choices

Learn to make tough strategic choices even when the context is uncertain


Prototype and field-proof the key elements of your brand transformation and renewal

real life

Get exposed to real-life commitment strategies and next practices developed and implemented by industry-leading brands

Discover the impact of Reinventing Luxury Lab

Executives from across the luxury industry join Reinventing Luxury Lab to answer the questions posed by today's challenges and discover practical solutions to reinvent their approaches. Listen to some of their stories.

"The program is a great mix of fact-based cases, guest speakers and encounters"

Isabelle describes the importance of meeting and networking with other luxury industry professionals and how this, combined with other aspects of the program, makes for a truly enriching experience.

“Luxury is about creating dreams and desires. The Reinventing Luxury Lab has been a great source of inspiration.”

Philippe shares his experience of the program and describes how he was inspired by the rich agenda, insights, and interaction with other participants.

“The exchange with other professionals during the program is something that is so unique and valuable.”

Edith explains how learning with and from others in the luxury industry not only enhanced her program experience, but also gave her the tools to impact change in her own organization.

"The program offers a stimulus to think differently"

Riccardo details how being stimulated by subjects that are relevant through the industry is a very powerful tool for management to rethink the way they do business.

Your personalized learning journey

The IMD Luxury Lab is a turnkey workshop designed to deliver practical solutions through engaging, lively and multi-faceted learning formats.

The combination of latest research, a review of next practices, real-life examples and new business cases provides a fertile ground for peer-to-peer conversations about gaining and maintaining relevance, of doing the right thing while keeping your brand promise.

Day One focuses on understanding the holistic approach required to future-proof a luxury brand. You will also deep dive into the ‘how to’ of accelerating innovation to make the necessary shifts for sustainability, personalization, new ways of working and leading and brand rejuvenation.

Day Two zooms in on other key dimensions of future-proofing with flexibility: managing geopolitical risks, insights into retail for millennials and Gen Z, and learning from the Chinese retail revolution.  

Inspirational faculty & industry guest speakers
Networking opportunities with senior peers
Learn from the leaders of an iconic brand: Automobili Lamborghini
dedicated community of IMD alumni across luxury sectors
A core team of professionals and experts will join Prof. Stéphane J.G. Girod for this event:
David Bach

An expert in political economy, David has a proven track record of creating impactful learning journeys in his dual role as professor and dean. Through his award-winning teaching and writings, he helps managers and senior executives develop a strategic view of the nexus between business and politics.

Winter Nie

Winter’s expertise lies at the intersection of leadership and change management. An expert on China and retail strategies, she is the co-author of  “The Future of Global Retail: Learning from China's Retail Revolution” (Routledge, 2021).

Stephan Winkelmann

With vast experience in the automotive industry, Stephan welcomes each day in his role at Automobili Lamborghini as an opportunity to learn more about dedication, perseverance, and finding inspiration and wonder in everything. In his own words, "Automobili Lamborghini keeps driving humans beyond - in its unmistakably brave, authentic and unexpected attitude."

Federico Foschini

Federico has worked at Lamborghini for over 20 years. His core strengths are performance quality, resilience, his commitment to the company and his goal-oriented approach. Besides his enthusiasm for the automotive industry, he loves music and sports.

Umberto Tossini

Umberto focuses on managing complexity through a change management approach, integration, talent acquisition and leadership development. He constantly strives to further integrate sustainability into the company and foster a corporate culture based on shared values.

Domenico Beccia

Domenico's team at Automibili Lamborghini takes a holistic, effective approach to customer journey management. They focus on structuring, innovating, and driving the integration of processes and tools to support the physical and digital interaction between Lamborghini and its customers.

Andrea Puggelli

Andrea is an expert in digital marketing strategies with a focus on customer journey design. He leads the development and continuous improvement of the digital and physical customer experience, including the launch of Lamborghini's Unica app, the first IMC tool to enable 24/7 connection with customers.

Agostino Iacobucci

Agostino discovered his love for cooking and started dreaming of becoming a chef while spending his Sundays in his aunt’s restaurant. He earned his first Michelin star in 2010 at the La Cantinella restaurant. Agostino continued his successful path, with the confirmation of his Michelin star at the I Portici restaurant. In 2018, he opened the Agostino Iacobucci restaurant at Villa Zarri.

Benedicte Soteras

An experienced international MarCom and Digital professional with a demonstrated track record agency-side, Benedicte specializes in bringing talents together and making them thrive. As a Partner & Member of the Management team at DLG, Benedicte led the certification of the company as a Great Place to Work™ and the development of its Impact program.

Alex Wood

Alex is responsible for growing and managing Forbes' business in Europe, both editorially and commercially. His passions include entrepreneurship, education and great food. He joined Forbes in 2018 as Europe Editor after the company acquired The Memo, the startup he founded in 2015.

Federico Capeci

Federico is Managing Director Italy, Greece & Israel Kantar Insights Division at Kantar. He lectures in Digital Marketing and Market Research and is a frequent speaker at major conferences and academic institutions on the subjects of consumer insights, social trends, digital marketing and innovation. He successfully re-positioned Kantar Italy through a significant business transformation.

You and your peers

The two-day workshop is designed for executives and professionals of the luxury industries including Fashion, Jewelry, Watchmaking, Automotive, Accessories, Home and Interior Design, Cosmetics, Private Banking and Hospitality.

The Reinventing Luxury Lab is the ideal networking platform, during the workshop and after – and not least through the dedicated community of IMD alumni across luxury sectors.


Benefit from faculty expertise and research

Stéphane JG Girod - Professor of Strategy and Organizational Innovation

Stéphane J.G. Girod is Professor of Strategy and Organizational Innovation at IMD. His research, teaching and consulting interests focus on agility transformation, at the strategy, organizational and leadership levels in response to digital, globalization and other forms of disruption.

He is Program Director of Reinventing Luxury Lab and Program Co-Director of Digital Execution. He also directs the Mazda, Telenor and Midea programs and EMBA Discovery Expeditions in China. Professor Girod's sectoral expertise is in Luxury Goods and Services, Retail, Banking, Automobile and Consumer Goods.

Stéphane's thought leadership has been covered by the popular press and media, including Forbes, China Daily, The Economist Intelligence Unit, Womens' Wear Daily, BBC News, Télévision Suisse Romande, Valor Economico, La Vanguardia, Tribune de Genève, Luxury Society, HandelZeitung and The Times.

Program director's thought leadership
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Next start & fee
2 days


CHF 3,500

Your stay in Bologna

You can benefit from preferential rates at these 2 beautiful hotels in central Bologna:

Grand Hotel Majestic and I Portici


IMD complies with applicable laws and regulations, including with respect to international sanctions that may be imposed on individuals and countries. This policy applies to all applications for IMD programs from individuals or organizations, and any commercial or non-commercial partnerships.

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