Enjoy the Journey
The joy of Life
As part of the Digital Communication Workshop in collaboration with Chopard, students from the Master in Luxury Brand Management explored Chopard’s role in the 2025 Mille Miglia. Their goal was to strengthen the brand’s connection with Millennials and Gen Z by creating interactive and memorable experiences at this iconic event.
The project, named “Enjoy the Journey”, serves as a reminder that, in a world often driven by speed and competition, life is more about the experience than the finish line. It celebrates community, legacy, and the joy of fully embracing each moment. Every twist and turn are meaningful, not because of how quickly we navigate them, but because of the memories we create along the way. Rooted in passion and presence, “Enjoy the Journey” highlights that the true reward lies in savouring each step rather than rushing toward the end.
The joy of Life
As part of the Digital Communication Workshop in collaboration with Chopard, students from the Master in Luxury Brand Management explored Chopard’s role in the 2025 Mille Miglia. Their goal was to strengthen the brand’s connection with Millennials and Gen Z by creating interactive and memorable experiences at this iconic event.
The project, named “Enjoy the Journey”, serves as a reminder that, in a world often driven by speed and competition, life is more about the experience than the finish line. It celebrates community, legacy, and the joy of fully embracing each moment. Every twist and turn are meaningful, not because of how quickly we navigate them, but because of the memories we create along the way. Rooted in passion and presence, “Enjoy the Journey” highlights that the true reward lies in savouring each step rather than rushing toward the end.
Project Leader | Mentor
Annamaria Tartaglia
Project Authors
Tálita Forlin Rincaweski
Selin Akyurt
Yilin Chen
Recognising the evolving expectations of luxury consumers, the students identified the need for Chopard to adopt a dynamic visual communication strategy that enhances its visibility and fosters meaningful engagement with local communities.
To achieve this, they proposed a multi-faceted communication approach that includes boutique activations, an expanded social media presence, and impactful collaborations with influencers across automotive, lifestyle, fashion, and travel sectors. For the pre-event phase, they suggested anticipation-driven initiatives to spark curiosity, such as a bold countdown clock, computer-generated content on social media, and campaigns designed to generate buzz around the Chopard Mille Miglia collection.
During the event, the students envisioned actions aimed at increasing customer engagement and traffic, such as hosting a welcome party for influencers and press, launching geo-targeted advertising campaigns on platforms like Google Maps and Waze, and designing interactive storefronts. Post-event activities were designed to reinforce the “Enjoy the Journey” campaign and its storytelling, including a dedicated podcast and collaborations with niche events and local artists.
By focusing on authentic customer experiences and meaningful connections, this project aims to elevate Chopard’s presence at the Mille Miglia and expand its appeal to a new generation of luxury consumers.
