When in Milan, experience the allure of STRAF Hotel. Step into the cafè for an aperitivo, be captivated by a live concert, and savour a selection of traditional Milanese delicacies. STRAF has become a symbol of how contemporary hospitality has evolved: crossing its threshold means entering a realm of wellbeing, discovery and sensory delight. It’s no longer just about services or overnight stays, but about curated, immersive experiences. Not just places, but new emblems of a lifestyle that weaves together art, design and pleasure.

Studying Hospitality Today: Vision, Luxury and the Culture of Travel

In this landscape, management in luxury hospitality is about challenging the timeless desire for escape through a contemporary, international perspective. Savoir-voyager is now synonymous with the highest echelons of luxury, and the art of hospitality demands strategic acumen, creative sensitivity and a deep understanding of guests’ desires.

To study hospitality today is to cultivate a new generation of professionals capable of crafting memorable experiences that generate emotional, cultural and economic value within an ecosystem where fashion, luxury and hôtellerie are in constant dialogue. It is no coincidence that the world’s leading names in fashion and luxury have embraced hospitality, launching ambitious, large-scale projects.

A Contest to Create Emotion

With its art-infused décor, curated music events, state-of-the-art spa and urban, eclectic aesthetic, STRAF stands as an ideal case study. More than a hotel, it is a mood—a narrative built through materials, lighting and atmosphere.

Through a dedicated contest, students of the Master’s in Fashion Luxury & Brand Management for Hospitality at Istituto Marangoni Milano are invited to engage with this iconic venue by developing a visionary project. The brief involves creating a communication ecosystem that includes storytelling and visual content for the website and social media, as well as curating at least six original experiences tailored to diverse guest profiles, each aligned with the hotel’s design-driven identity. Every element must embody a creative, artistic and urban tone of voice, capturing both the contemporary spirit of Milan and the bold identity of this singular destination.

A Project Looking Towards the Future

The project is embedded within a forward-thinking educational pathway designed to prepare future hospitality managers to adapt marketing and communication strategies for increasingly sophisticated audiences. It also addresses the industry’s new challenges—from digital transformation and sustainability, to the rising importance of emotionally resonant experiences.

It is an unparalleled opportunity to transform study into practice, and creativity into a managerial vision that both interprets and anticipates the future of luxury hospitality.