DEADLINE FOR APPLICATIONS: October 10th, 2025
COURSES START: February 9th, 2026
SCHOLARSHIPS AMOUNT
• Scholarships covering from 5.000€ to 8.000€ of the total tuition fee both for the Academic Master's Programme and the Dual Award Master's Programme.
INTRO
In the evolving world of luxury, consumer attachment is shifting from material ownership to emotional, sensorial, and symbolic experiences.
This project-based competition challenges students to explore how leading luxury brands - from fine jewellery and prestige cars to beauty, spirits, and hospitality - can deepen brand attachment through immersive, memorable experiences.
You will investigate the psychological drivers of modern luxury consumption and propose strategies that foster long-term emotional connection. Winning entries may qualify for scholarships within the Master in Luxury Brand Management.
BRIEF
Select a luxury brand in any industry - such as automotive, watches, jewellery, beauty, hospitality, or spirits - and analyse how the brand currently builds emotional attachment with its consumers.
The goal is to rethink and enhance this bond, moving beyond traditional ownership toward experiential and relational value.
Projects should consider the psychological dimensions of luxury (e.g., identity, aspiration, memory, sensory engagement) and propose strategic solutions that increase relevance and loyalty.
These may include brand rituals, multi-sensory storytelling, immersive customer journeys, or cross-sector collaborations. Evaluations will be based on depth of insight, creativity, and the strategic potential of the proposed actions.
APPLY NOW When you submit your project you will receive an immediate confirmation email that your submission was received. If you do not receive a confirmation, let us know at: competitions@domusacademy.itRequired materials
ADDITIONAL FOR DUAL AWARD MASTER
- 2 Reference Letters
- IELTS 5.5 in all parts or recognized equivalent certificate to be submitted within 3 months before the course start date. (not mandatory)