LUXURY & AI: ARTIGIANAL INTELLIGENCE - CREATIVE SOPHISTICATION

What is the best way to understand the future of luxury?

By looking beyond seasonal trends and exploring the insights that reveal how consumer behaviours, technologies, values, and expectations are reshaping the industry. The future of luxury is being shaped by changing consumer behaviours, digital innovation, artificial intelligence, sustainability, and the growing importance of experiences over products.

Who has been defining the conversation around luxury excellence in Italy for more than three decades?

Fondazione Altagamma.

Founded in 1992, Fondazione Altagamma is the leading association of Italy’s high-end cultural and creative industries, bringing together the brands and companies that define the excellence of Made in Italy around the world. Through its commitment to promoting creativity, craftsmanship, innovation, and cultural value, Altagamma has become one of the most influential voices in the global luxury sector.

Its longstanding collaboration with Bain & Company has resulted in some of the most respected analyses of the global luxury market, identifying the forces driving the industry’s evolution, from changing consumer behaviours and emerging technologies to new definitions of value, experience, and contemporary luxury.

For students aspiring to build a career in luxury, fashion, design, hospitality, or brand management, the message is clear: the industry is entering a new era shaped by innovation, experience-driven business models, and a rapidly evolving global audience.

What better way to begin a career in luxury than with the support of those who help define its future?

Through this scholarship initiative, Istituto Marangoni and Fondazione Altagamma come together to recognise emerging talent and encourage the next generation of creative professionals.

Beyond a fee deduction, this scholarship offers students the opportunity to gain recognition from an institution that has played a leading role in promoting Italian luxury excellence worldwide for over thirty years.

Apply for this exclusive opportunity in one of the following schools, for courses starting in September 2026 and January 2027:

MILANO • MILANO DESIGN • FIRENZE • LONDON • PARIS • DUBAI

THE CONTEST

There is a beautiful tension at the heart of luxury right now. On one side: the human hand, the unrepeatable gesture, the years it takes to learn how silk falls or how a fragrance unfolds on skin. On the other: artificial intelligence, generative, fast, seemingly limitless.

This contest is about the highest narrative, where AI becomes Artigianal Intelligence: not a replacement for craft, but an amplifier of it. A new atelier tool. A creative collaborator that lets the maker dream bigger, see further, and still sign the work with their own hand. 

We are inviting you to show us what that looks like. Pick your category, read your brief, and surprise us. We are not looking for the most technically complex use of AI — we are looking for the most intelligent one. The most sophisticated, the most human, the most you.

Two tracks run throughout: one for Undergraduate (UG) candidates and one for Postgraduate (PG) candidates. Same spirit, different altitude. UG briefs reward instinct, freshness, and a strong point of view. PG briefs reward strategic depth, conceptual rigour, and a vision that could actually move an industry.

Kindly refer to the Scholarship Regulation to explore all the categories and related briefs. 

THE SCHOLARSHIP 

For One-Year Courses:

• Deductions up to € 7.000.

For Bachelor’s Degrees:

• Up to 5 scholarships of € 5.000 each, valid for every year of the three-year courses
• Further deductions: up to € 5.000.

For Master’s Degrees:  

• 1 scholarship up to 50% on the tuition fee
• Further deductions up to € 7.000.

Kindly note that the enrolment fee is always due.

Pick your category, dive into the brief, and surprise us with your creativity. The first step of your academic journey begins now.