During the event in Milan, Massimiliano Ferrari, CEO of Corporate Brand Maison by A++ Group, and Valentina Di Benedetto, Chief Business Development Officer of ELIE SAAB, joined the conversation with a thought-provoking perspective on the evolution of the luxury consumer and the opportunities this transformation creates for brands and developers alike.

They explored how today’s luxury is no longer about ownership, but about experience — about living the brand in spaces that express its values, identity, and aesthetic harmony. This evolution allows brands to extend their universe beyond products, turning their design language into places where emotion, beauty, and lifestyle meet.
For developers, branded real estate offers tangible benefits: faster sales, premium positioning, and the global visibility that only a strong brand can bring. For consumers, it means inhabiting environments that reflect a distinctive sense of elegance and trust.
As Massimiliano and Valentina emphasized, design is not merely decorative — it is strategic. It shapes value, emotion, and meaning, transforming the act of living into an authentic brand experience.