HONOUR THE LEGACY. CELEBRATE THE PRESENT. SHAPE WHAT COMES NEXT.

Istituto Marangoni Paris and Vogue France invite a new generation of creatives to reflect on the meaning of heritage in contemporary luxury.

As Istituto Marangoni Paris celebrates its 20th anniversary, this year’s challenge explores how legacy is not only preserved, but reinterpreted through new cultural perspectives, technologies, and narratives.

Participants are asked to select an iconic French maison and propose a new product, service, or experience that celebrates heritage while translating it for today’s world and tomorrow’s audiences.

This is an opportunity to work with heritage as a living language — not fixed, but evolving, shaped by those who engage with it.

THE PROJECT

Applicants are required to design a new product, service, or concept for a heritage French brand (e.g. Hermes, Chanel, Cartier, Guerlain, Dior, etc.).

Your proposal should:

• Draw from the brand’s heritage, codes, and archives
• Demonstrate an understanding of its cultural and historical significance
• Translate these elements into a contemporary or future-facing expression

This could be:

• A luxury skincare or fragrance extension rooted in archival formulations, ingredients, or rituals
• A new beauty concept or product line that reinterprets the maison’s identity
• A sensorial brand experience connecting heritage with contemporary audiences
• A digital or physical activation bringing the brand’s legacy into a new cultural context

Heritage is not static — it evolves through interpretation, relevance, and cultural dialogue.

THE SCHOLARSHIP

Istituto Marangoni offers to the best 6 talents the opportunity to benefit from a deduction on the tuition fee (enrollment fee is always due) for undergraduate and Master courses starting in September 2026 at Istituto Marangoni Paris, as follows:

• From 5.000€ to 10.000€ for Bachelor courses (applicable only to the first year)
• From 5.000€ to 10.000€ for Master courses

To apply, please consult the full regulations.
Application deadline: April 30, 2026