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1. Arrival and welcome

Exclusive entrance: Guests are welcomed through a private entrance with tasteful Armani's Armani-branded signs and the event's branding discreetly on show. The mood is set by a red carpet that leads into the magnificent lobby of the Armani Hotel.

Personal concierge service: A committed concierge welcomes each visitor and leads them into the venue while providing a synopsis of the evening's main attractions. They get an aesthetic welcome package that includes a personalized itinerary, a premium event brochure, and a unique Vogue x Airbnb merchandise

2. Immersive venue and Fashion meets hospitality

Curated spaces by Vogue and Airbnb: The event is held in several majestic suites in the Armani Hotel, all of which have been tastefully designed to showcase the union of luxury travel and high fashion

Fashion installation rooms: Each room features a distinctive high-end partnership between Airbnb and leading designers. To smoothly combine the domains of fashion and hospitality, one area would concentrate on designs inspired by Milan, while another might highlight vacation houses in other parts of the world

Interactive art installations: Several interactive art installations using virtual representations of Airbnb's most famous properties might be presented; each would have a carefully chosen, destination-inspired style.

Themed photobooth: Multiple themed photo booths of fashion and travel designed to symbolize historic locales and Vogue's high-fashion aesthetic.

3. Fashion show and live performance

Runway show: A stylish runway presentation showcasing the latest collections from Milan's leading designers. The models, dressed in designer clothing walk through different parts of the Armani hotel interior, incorporating elements of how fashion complements exceptional travel destinations while embracing aspects of the hotel's creative design

4. Gourmet dining and signature cocktails

Exclusive Michelin-Star Dining: A carefully planned, multi-course tasting menu created by the Armani Hotel's internationally recognized chef to transport visitors to rich locales through their taste buds. Fine wines or specialty drinks that showcase the blending of Italian and international flavors are served with every course.

Cocktail lounge: A special cocktail lounge where guests can enjoy custom cocktails in a laid-back setting with tasteful modern furnishings. Each drink can be named after posh Airbnb homes or based on travel and lifestyle themes.

5. Workshops and panel talks

Fashion meets travel talks: A series of moderated discussions with industry professionals, including designers, stylists, influencers, and Airbnb hosts on subjects such as sustainable luxury, the connection between travel and fashion, and the future of the luxury travel experience.

Exclusive Panel talks: Intimate, invitation-only talks in one of the hotel's stylish lounges which allows selective guests to connect with panelists and hear about the relationship between Vogue, Airbnb, and the fashion industry,

6. Customized Fashion and Travel experiences

Personal Styling Sessions: Vogue stylists are available for special styling sessions providing personalized guidance on the most recent fashion trends and how to incorporate travel-inspired designs into everyday wardrobes. Attendees can have professional pictures in a tastefully decorated area of the hotel.

Airbnb Travel experiences: Guests can explore various Airbnb listings using an immersive virtual reality travel station. They can book stays at exclusive, luxury places or enter a raffle to win a luxury trip to an Airbnb house.

Moodboard masterclass: A guided session on creating mood boards and turning them into travel plans for dream destinations

7. Branded Gifts and Experiences

Luxury Gift bags: Guests receive high-end fashion-inspired swag-bags including luxury travel goods such as bespoke leather baggage tags, designer travel-sized skincare products, and limited edition Vogue and Airbnb collaborations

Airbnb + Vogue custom packages: Exclusive deals for guests to book personalized stays in chosen Airbnb properties worldwide, tailored to each guest's interests. A VIP travel experience, such as a free stay at the Armani Hotel or an upcoming Vogue event, could also be included.

8. Social media integration and Influencer engagement

Social media moments: Throughout the evening, Instagram-worthy photo opportunities are strategically positioned throughout the venue, with magnificent Milan backgrounds, chic installations, and branded content. Vogue and Airbnb influencers will be active on Instagram with updates to generate real-time excitement for the event

Hashtags and social engagement: Guests are invited to share their experiences using custom event hashtags for a chance to win exclusive fashion and travel packages.

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Vogue positions itself as a trendsetter rather than a follower and its status as the world's leading authority of fashion, culture, and style forms the foundation of its brand DNA.It offers a carefully chosen viewpoint on art, music, and social movements in addition to luxury clothes by fusing high fashion with luxury themes. The brand celebrates variety and individuality while staying true to its association with exclusivity and luxury, embodying aspirational yet inclusive principles.Furthermore, to remain relevant across generations and cultural boundaries Vogue constantly adapts to reflect societal shifts.

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3 Goals of the event and how it correlates with Vogue

1. Showcase the intersection of Fashion and Travel

The event will highlight how fashion and travel are interconnected, demonstrating how a curated Airbnb stay can enhance one's sense of style and lifestyle. Vogue can utilize this collaboration to emphasize travel as a form of self-expression akin to fashion

Correlation to Vogue: Vogue is a trendsetter in both fashion and lifestyle, and this goal aligns with its commitment to celebrating holistic luxury and inspiring readers to embrace a chic aspirational way of life.

2. Highlight unique spaces as creative inspirations

The event will spotlight extraordinary Airbnb properties as spaces for artistic and creative expression, tying them to the fashion world. The properties could host styled editorial shoots, designer showcases, or art installations that embody Vogue's aesthetic.

Correlation to Vogue: Known for its emphasis on innovation and industry, Vogue's involvement elevates these spaces into cultural canvases, reinforcing its influence in shaping high-end creativity

3. Engage and expand the vogue community

The event will create opportunities for intimate, interactive experiences like workshops, panels, and pop-ups where attendees can engage with Vogue editors, designers, and influencers. It will also attract a global audience through digital storytelling and live-streamed content

Correlation to Vogue: This aligns with Vogue's mission to connect with a diverse fashion-forward audience while fostering a sense of community within its readership and brand followers.

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PEN PORTRAIT FOR EXISTING CUSTOMER OF VOGUE

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Why The Armani Hotel Milan Hotel?

The Armani Hotel Milan embodies the refinement, understated luxury, and careful design of both businesses making it a perfect fit with Vogue's image and ethos.The hotel Georgio Armani designed echoes Vogue's editorial emphasis on refined elegance with its streamlined interiors that showcase clean lines, neutral colors, and premium materials like marble and onyx (Armani Hotel 2024). Similar to Vogue's importance in establishing trends, the hotel is situated in the center of world style in Milan's famous fashion district the Quadilatero della Moda.

The hotel itself offers expansive city views perfect for private networking events and the Michelin-starred Armani Ristorante features gourmet cuisine with creative presentation (Conde Nast 2024).This elegant fusion of luxury and culture embodies the event's blending concept

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DATES:

March 2nd-3rd 2025

Event Schedule

Day 1: Immersive Luxury and Creativity

Morning

9:00 AM: Welcome Breakfast at Armani bamboo bar

An elegant breakfast with Italian Pastries, fresh juices and espresso.

Guests receive a Vogue x Airbnb welcome kit

Special Guests: Francessa Rigazzi (Editor-in-Chief of Vogue Italia), Brian Chesky (CEO of Airbnb), and Giorgio Armani (Founder of Armani).

Dress code: Smart casual Chic-tailored trousers, statement blouses and comfortable yet stylish footwear

10:30 AM: Opening Keynote

Designing for the Future:”Luxury Travel Meets Modern Fashion” by Brian Chesky (Airbnb founder) and Francessa Rigazzi (Vogue Italia Editor-in-chief)

Dress code: Smart Business Casual- Blazers, midi dresses or polished separates

Afternoon

12:00 PM : Immersive Panel

“The Art of Curating Spaces” featuring Keith Monhangan and (global head of trip design for Airbnb Luxe) and Cristina Celestino (Italian interior designer) along with Brian Chesky (Airbnb founder) and Nathan Blecharzyk (Airbnb CEO)

Dress Code: Artistic Sophistication (think bold, colorful accents or patterns)

2:00 PM: Live Art and Fashion Workshop

Dress Code: Chic casual (monochromes or minimalist looks encouraged)

4:00 PM: Private Art Tour of Milan's fashion district

Explore Milan's ateliers, boutiques, designer flagship stores and hidden gems in the Quadrilatero della Moda

Guides: Stefano Tonchi (Italian Fashion Journalist)

Surprise guest: Alessandro Michele

Dress code: Comfortable Luxe (Elevated casual wear) for walking hours

Evening

7:00 PM: Sunset cocktail hour at Armani Terrace

Signature cocktails and hors oeuvres with a jazz ensemble, overlooking Milan's skyline

Dress code: Cocktail attire: Statement dresses, tailored suits and bold accessories

9:30 PM: Fashion Presentation and Gala Dinner at Armani Ballroom

A live fashion presentation by Valentino, followed by a four-course gala dinner

Special Guests

Cate Blanchett (Actor & Fashion Icon)

Alessandro Michele (Former Creative Director, Gucci)

Bella Hadid (Supermodell)

Dress code: Black tie glamour- Formal gowns, tuxedos and opulent eveningwear

Day 2:Vogue and Airbnb Luxe in Action

Morning

9:30 AM: Breakfast

Location: Armani/Lounge

A globally inspired breakfast menu featuring Airbnb destination themes

Afternoon

12:30 PM: Workshop- "Creating the Bespoke Travel Experience"

Location: Armani/Meeting Room

Hosted by:

Vogue Digital team

Airbnb Experiences Executives

Dress code: Smart casual

2:30 PM: Lunch- The Milanese Table

Details: A culinary celebration of Milanese flavors led by Chef Enrico Bartolini

Dress Code: Business elegant

Evening

4:30 PM : Vogue x Airbnb Pop-up Showcase

Location: Armani Ballroom

Details: Interactive displays of curated Airbnb stays, Vogue-inspired travel wardrobes and VR experiences

Dress Code: Casual Luxe

8:30 PM- Farewell Gala Dinner

Location: Armani Ballroom

Details: Celebrate innovation in fashion with a formal dinner.Musical performance by Dua Lipa

Special Guests

Donatella Versace (Creative Director, Versace)

Dress code: Formal elegance- floor-length gowns, cocktail dresses or sleek tuxedos

10:00 PM- Farewell Toast & Gift Distribution

Location: Armani Terrace

Details: A champagne toast and bespoke gift bags featuring Vogue X Airbnb collaborations

Dress code: Cocktail att i re

This schedule combines exclusive experiences, interactive sessions, and curated events ensuring attendees immerse themselves in the luxurious, innovative spirit of both Vogue and Airbnb Luxe

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Vogue is the pinnacle of fashion narrative and has long encapsulated the spirit world of cultures by crafting stories of style, creativity, and individuality. As a leader in experiencing travel, Airbnb redefines what it means to travel by providing a platform for deep connections between people and locations. These two innovative brands work in unison to produce a synergy that is based on creativity, discovery, and cultural respect. The exquisite Armani Hotel Milano is the venue for their collaboration which serves as a chance to honor these joint ideals. The selected theme for this is "Threads of the World" which perfectly captures how fashion and travel combine to create a transformative and inspiring art form.

Concept vision

"Threads of the World" presents travel and fashion as vital elements of cultural interchange and self-expression. This theme is in line with Vogue's objective to embrace Airbnb's notion of genuine customized experiences while celebrating global variety and innovation. It looks at how fashion is influenced by the spirit of travel and how style improves the trip itself.

The event's location in Milan the epicentre of fashion and design, gives the idea a distinctive cultural resonance. The Armani Hotel Milano serves as the ideal backdrop for this story because of its sleek modern design and classic charm. Through the prism of fashion-inspired travel, the event will take attendees on a carefully planned journey both literally and figuratively.

Core themes

1. Travel inspired fashion

Each destination is a canvas for creativity"Threads of the World" highlights how fashion is influenced by cultures worldwide, whether through the timeless charm of Milan, the sleek modernism of Tokyo, or the eccentric and colorful patterns of Marrakech. Haute couture and regional inspirations are combined to create a carefully curated presentation of designs that showcase Vogue's editorial expertise

2. The Art of Authenticity

Personal style is as much about the places we explore as it is about the clothes we wear. Airbnb's philosophy of meaningful travel complements Vogue's dedication to individuality, organizing a celebration of individuality via carefully chosen, travel-inspired design. Visitors will explore immersive areas designed to evoke locations that influence contemporary fashion.

3. The Milanese experience

As the backdrop of the event, Milan serves as a character in its own right. The city epitomizes "Threads of the World"" with its classic elegance and avant-garde design. Experiences such as workshops on Milanese craftsmanship, culinary excursions, and discussions with Vogue editors and Airbnb hosts will take place at the Armani Hotel which has classy architecture and sophisticated decor.

Event features

Runway showcases: A live presentation of globally inspired fashion collections curated by Vogue editors, reflecting the essence of travel

Cultural vignettes: Immersive installations that recreate the atmosphere of iconic Airbnb destinations, blending fashion, design and storytelling

Editorial panels: Intimate discussions with Vogue editors, designers, and Airbnb hosts on topics like "The art of curating spaces " and "How luxury travel meets modern fashion"

Artisan workshops: Hands-on sessions and art tours with Milanese craftspeople and Italian journalists connect attendees to the traditions behind iconic Italian style.

"Threads of the World" sums up fashion as an investigation of identity and culture. It supports Airbnb's objective of promoting genuine, meaningful travel experiences while reflecting Vogue's ethos of appreciating variety and innovation. The occasion enables participants to view the world and themselves through the prism of fashion, demonstrating the transformational power of both travel and fashion.

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The Main Partnership: Airbnb and Vogue

As the primary partner, Airbnb is a wonderful fit with Vogue's mission to provide luxurious experiences that are both aspiration and affordable. The collaboration highlights Airbnb's Luxe and Design categories, providing visitors with carefully chosen insights into the most luxurious lodgings and cultural events around the globe.

Airbnb activation:

Visitors examine immersive pop-ups with redesigned Airbnb rentals that draw inspiration from Milan's illustrious history of architecture and design. Through interactive installations and virtual tours, attendees can discover carefully chosen buildings that perfectly capture Milanese refinement.

Editorial Influence of Vogue

Vogue and Airbnb work together to create custom travel stories highlighting the relationship between fashion, design, and wanderlust.By incorporating Vogue's imaginative storytelling into Airbnb's vibrant travel portfolio, the event establishes a standard for luxury travel as a lifestyle choice through both digital and print channels.

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1. Armani Beauty

Armani Beauty, the official beauty sponsor of the event, embodies the elegance of the venue that bears its name.

Glamour Studio: Guests are invited to explore Armani's renowned products such as the Luminous Silk Foundation and its own scent collection, in this lavish beauty parlor. Personalized consultations and event-specific gift packs are given to guests.

Brand synergy: Vogue's celebration of contemporary and Armani Beauty's dedication to inspiring individuality and classic elegance are a natural match.

2. Valentino: Haute Couture meets innovation

Valentino showcases haute couture's tradition of creativity and modern design, infusing the occasion with its audacious flair.

Couture installation: Milan's standing as a world fashion city is celebrated with a carefully curated display of Valentino's most recent collection.

Interactive features: Through private viewings of unique accessories and workshops hosted by Valentino on creative methodologies, guests participate in the Valentino experience.

Shared values: Valentino and Vogue's collaboration highlights their shared dedication to originality, ingenuity, and embracing uniqueness

3. Moet and Chandon: The Spirit of Festivity

The most famous champagne house in the world Moet and Chandon gives the occasion a festive feel.

Champagne bar: A custom Moet lounge offers vintage champagnes and specialty beverages that match well with the horse oeuvres with a Milanese flair.

Memorable moments: Personalised champagne bottles are given to guests as mementos and they participate in the traditional sabering ceremony which is a sign of celebration.

Luxury and joy: This collaboration perfectly reflects Vogue's vision for the event and embodies Moet's philosophy of a graceful and stylish celebration

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Vogue x airbnb event: Detailed content and activities 

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Vogue x airbnb event: Detailed content and activities 

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Event name: "The Art of Living: Vogue X Airbnb Luxe experience

Venue: Armani Hotel Milan

Objective: Celebrate the intersection of fashion,design and travel with immersive experiences that highlight Airbnb Luxe and Vogue's vision of luxury living.

Program Activities

1. Immersive Panel Discussion: "The Art of Curating Spaces"

Location: Armani Hotel Ballroom

Panelists

Keith Monhagan: Renowned Interior Designer, the head of global design of Airbnb Luxe Properties (Condé Nast Traveler, 2019)

Cristina Celestino: Renowned Italian Interior designer and owner of design brand Attico (Celestino, 2024)

Brian Chesky: Founder of Airbnb

Nathan Blecharzyk: Co-founder and CEO of Airbnb

Topics to be covered

Keith Monaghan: the design philosophy for Airbnb Luxe and curating spaces with soul

Celestino's viewpoints and learnings on blending Italian heritage with contemporary trends

Emerging trends in personalized luxury for homes and travel spoken by Brian Chesky and Nathan Blecharzyk

Interactive element

Live design visualisation:

While panelists discuss curating spaces, Keith Monaghan:collaborating with Cristina Celestino represents a rough live sketch of a dream Airbnb Luxe property projected for the audience

Audience members can contribute suggestions through an interactive poll and customize their ideal Airbnb based on the destination.

Sensory experience

A small exhibition with textures, materials, and fragrances inspired by Airbnb Luxe spaces. Attendees can touch, smell, and see elements representing Wearstler's design ethos and credibility

2. Private Art Tour: Milan Fashion District

Location: Quadilatero della Moda

Tour Overview

A curated exploration of Milan's luxurious fashion and art scene, led by industry insiders

Led by

Stefano Tonchi- an Italian fashion journalist hosts an engaging discussion about Milan's legacy as the fashion capital of the world, framed through its presentation of artistic and sartorial history. ((Business of Fashion, n.d.)

Local art experts - Offering insights into hidden gems of Milanese design

Highlights:

Armani Silos Museum: Private access to Armani's fashion archive and exhibits celebrating Milanese design

Boutique shops: Visits to hidden ateliers where bespoke couture and luxury craftsmanship come alive

Art galleries: Exclusive showings of art inspired by Italian fashion, hosted by Milan's top curators

Interactive elements

Interactive storytelling: Attendees receive personal audio guides narrated by Stefano Tonchi featuring bts anecdotes and untold stories of Milan's art and fashion heritage

Surprise guest appearance:

Gucci Creative Director and Valentino Director Alessandro Michele joins the tour to discuss the artistic legacy of Quadilatero della Moda

3. Workshop: "Creating the bespoke travel experience"

Workshop hosts

Vogue Travel editors- Experts in organizing experiences with fashion and elegance in mind

Airbnb Luxe Hosts- Specialists in crafting immersive, high-end travel experiences.

Activities

1. Travel styling session

Learn to curate travel wardrobes for various destinations, balancing practicality and luxury.

2. Personalized mood-board creation

Guests design their ideal travel experience using Airbnb Luxe locales' destinations, images, textures, and scents.

Interactive elements

Interactive tech

Guests create digital mood boards on interactive tablets provided by Vogue, integrating destination visuals, suggested itineraries, and Airbnb Luxe Properties

Results are emailed to participants for future travel inspiration.

Collaboration with local creatives

Milanese travel influencers or luxury guides assist attendees in tailoring personalized itineraries that include Italy's lesser-known and underrated gems.

4. Vogue x Airbnb Pop-up Showcase enhancements

Highlights

Immersive Airbnb Luxe Vignettes

Experience mini recreations of iconic properties such as a bohemian Marrakech house, a chic Tokyo apartment, a Tuscan Villa, and a modern La retreat

Each illustration is styled with Vogue-curated decor

Interactive photo-booths

Chic set-ups styled as Vogue covers, featuring iconic Airbnb Luxe backdrops

Limited edition Merchandise

Custom travel kits with designed items, including luxury sleep masks and travel pouches

Exclusive Vogue x Airbnb co-branded luggage tags and journals.

Interactive elements

Installation rooms

Guests go to various installation rooms designed as Airbnb Luxe properties like an African Lodge, A Greek island villa, and a New York Penthouse.

Customization stations

A personalization booth allows attendees to monogram items from the gift shops such as luggage tags, journals or silk pouches

Interactive vogue covers

Guests can star on a custom Vogue cover, choosing backgrounds inspired by Airbnb Luxe properties and wearing augmented outfits styled by Vogue editors

5. 'The intersection of fashion and travel' : Live presentation hosted by Valentino

Speaker

Pierpaolo Picolli- Creative director of Valentino

Topics to be covered

How Valentino's designs have incorporated worldwide influences into their patterns, fabrics, and forms.

How couture can be adapted to different destinations

Parallels between Airbnb's customized vacation experiences and Valentino's curated approach to design.

Interactive elements

A mini fashion show where guests can model and walk the runway wearing Valentino-inspired travel looks

A pop-up showcase of travel-inspired Valentino accessories.

Personal styling sessions with Valentino stylists to enhance your wardrobe for vacations.

6. Cocktail Hour

Atmosphere: Glamourous rooftop setting with sweeping views of Milan's skyline

Entertainment:

Live performance by Hollywood''s favorite artist and songwriter Dua Lipa

Jazz performance by Italian musicians

Dining: Gourmet Italian-inspired canapes paired with signature cocktails.

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Week 1: (Jan 20-26 2025): Build buzz

Teaser campaigns

- Launch cryptic Vogue x Airbnb posts on Instagram featuring the Armani Hotel and Milan

scenery.

- Create hashtags like #VogueAirbnbExperience and #FashionmeetsTravel.

Email outreach

Send "Save the Date" invites to Vogue subscribers, Airbnb's premium hosts, users and industry VIPs.

Week 2: (Jan 27-Feb 2, 2025)

Press Release

- Distribute official event details to top tier fashion and travel media.

Social media campaign

-Announce event details on Vogue and Airbnb channels with sleek promotional videos and countdown posts.

Offline advertisement

Put up billboards with the slogan "Threads of the World: March 2025" in metropolitan locations

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Week 3:Event Launch phase (Feb 2- Mar-3, 2025)

Weeks 3-4: Final Preparations and Pre-Event Hype (Feb 2 2025-Mar 3 2025)

1. Digital ads

Vogue and Airbnb run geo-targeted digital ads showcasing Milan and the Armani hotel

2. Last minute RSVPs

Promote limited spots to drive FOMO among the audience.

3. Venue setup

Finalise decor, branding and tech installations at Armani hotel

4. Speakers prep

Confirm final speaker lineup and social media activations during the event

Event days

Day 1:

Morning: Welcome breakfast, press review and networking session

Afternoon: Panel discussions, ,workshops and other activities

Evening: Cocktails with live music, showcasing Airbnb-inspired luxury interiors at the hotel.

Day 2:

Private Armani hotel tours, including curated experiences inspired by Airbnb's luxury stays

Tours of the art galleries and flagship stores in the Milan fashion district

Closing gala with exclusive runway-inspired fashion showcase.

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Weeks 4-8:Post marketing phase (Mar 4- April 14, 2025)

Week 4 (Mar 4-10, 2025): Event Recap

Highlight reel

-Publish a professionally edited video summarising key moments of the event

Blog features

-Vogue publishes articles about the event's impact on fashion and travel, while Airbnb highlights Milan-inspired luxury stays

Social media User-generated content

-Repost attendee-generated content and experiences.

Weeks 5-8 (Mar 11- Apr 14, 2025): Sustained engagement

1. Content series

Joint Vogue-Airbnb blogs featuring luxury travel and fashion stories

2. Exclusive offers

Airbnb launches special promotions for stays inspired by the Armani Hotel experience

3. Future announcements

Tease upcoming Vogue x Airbnb collaborations

4. Feedback & Reporting

Collect attendee feedback to refine future events.

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Political

Through programs like the “18app” cultural voucher, the Italian Government allocates €500 to young adult for cultural purchases, including books, and developing support tools for other weaker categories to promote education. This not only boosted book sales but also promoted a subsidized VAT regime for all cultural products (Anderson, 2022)

With the rise of digital piracy, the Italian Publishers Association (AIE) actively collaborates with the EU authorities to enforce stricter copyright protections, particularly for digital and audiobooks. Milan’s publishers such as Mondadori, have implemented strong anti-piracy measures ((Anderson, 2022)

Milan’s publishers significantly represent Italy in global book fairs like the Frankfurt Book Far. Italy’s position as the 2024 guest of honor highlighted publishers' contribution to exporting Italian literature internationally (AIE, 2024)

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Economical

The Italian publishing industry grew by 1.5% in 2024, with the market valued at €8.3 billion, Milan, as the hub dominates this sector with significant contributions from trade publishers and niche markets like comics and children’s literature (Tivnan, T, 2024)

Italian publishers, especially from Milan, saw increased right sales internationally, with Germany and France among the top buyers, Children’s books and graphic novels were particularly successful abroad  (AIE, 2024)

Italian home-market trade sales were €1.9 bn in 2023; the AIE argues that figure makes books Italy’s “first cultural industry” and that reader spending is higher than consumer spending on pay TV, video games, music, and cinema (Tivnan,T, 2024)

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Social

Post-covid Italy’s book industry saw a significant boost in the market. Between 2020 and 2021, book sales revenue in Italy increased by 14%  and reached an estimated 1.8 billion euros. The share of this sum was generated via print book sales most of this sum was generated by age groups of 45-64 years, who made up the largest share of readers in 2020 by purchasing more physical books. (Statista, 2021)

An aging population in Italy is influencing the demand for non-fiction and educational materials. Meanwhile, younger audiences prefer digital and interactive content (Statista, 2024)

Milan’s status as a center of culture is further cemented by the hosting of renowned literary events like the Tempo di Libri book fair. These gatherings facilitate communication between publishers, authors, and readers. (AIE, 2024)

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Technological

Italian publishers have been leveraging AI for personalized marketing and data-driven decisions about trends in consumer behavior tools also assist in translation, helping Italian literature reach international markets. The EU has launched an “AI act” which is a legal framework that establishes rules for AI development and deployment in the EU to ensure safety and fundamental rights and to make the data collected by AI transparent(Anderson P, 2023)

Since 2016, with the arrival of Audible and Storytelling, the digital audiobook market in Italy has experienced significant growth. The catalog of audiobook users has expanded, as have the number of listeners and listening hours. (Businesscoot, 2024)

The global audiobook market is projected to reach a value of $35.04 billion by 2030 with an annual growth rate of 26.3% from 2023 to 2030 (Businesscoot, 2024). This is attributed to younger consumers' preference for on-the-go reading. (AIE, 2024)

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Environmental

Many Milanese Publishers, such as Fetrinelli and Arnold Mondadori are adopting sustainable paper and greener production methods. Events like the Green Publishing Forum in Milan spotlight sustainability in the publishing process (Milano Green Forum, 2021) (Mondadori Group, 2021)

The Italian Ministry of Environment and Energy has followed with Paris Agreement, Sustainable Development goals, and the UN Nations Agenda 2030 at a global level to guide the country toward a low-carbon economy by companies carrying out an analysis of their sustainability performance identifying through the use of indicators, the possibilities of improvement and concluding the process of the certification by calculations by an independent third-party organization. (Governo Italia, 2023)

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Legal

Italy has aligned with EU directives on copyright law.Milanese publishers advocate for stricter digital piracy measures with tools like DRM (Digital Rights Management) being widely implemented ( Gazzera, M, 2024)

VAT at a rate of 4% applies to typographic and digital composition services of books carried out with modern technologies ( Gazzera, M, 2024)

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1. Main Partner: Airbnb

Event ownership: The Event name itself is titled the "Vogue x Airbnb" hosted at the Armani Hotel Milan

Top branding experiences: Throughout all materials including digital promotions, physical signage, and invitations Airbnb's branding was prominently displayed

Exclusive experiences: Using VR Airbnb highlights its notably lavish accommodations

Speaking segment: At the start Airbnb founders and Vogue Italia Editor-in-chief gives the keynote address.

Integrating Hospitality: Curated "Airbnb Luxe Stays" visual backdrops for interactive attendee experiences and event photos

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2. Platinum Sponsor Package-€200000

Category Specific Sponsor (eg: Luxury Tech, Automotive, High-end fashion)

Benefits

Brand exclusivity: Exclusivity within the category (No competitor sponsors allowed)

Co-branding rights: The logo will be prominently displayed alongside Vogue, Airbnb, Armani Beauty, Moet and Chandon and Valentino

Activation opportunity: A customized display or experiential area that tells the brand's story (Such as a virtual runway or booth for product customization) is an activation opportunity

Digital integration: Ad published on digital platforms of both Vogue and Airbnb and a full-page ad displayed on Vogue

Gift bag placement: Exclusive premium product or sample in VIP gift bags

10 VIP tickets with access to all sessions, pre-event, networking and the after-party.

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3. Gold Sponsor Package-¢125,000

Supporting Partner Sponsor

Benefits:

Significant Logo Placement: Applied to digital campaigns, step and repeat walls, and invites as part of secondary-tier branding

Sponsorship of an Event Element: Exclusive branding of a single important component (eg: Armani Beauty, Valentino style consultant, Moet, and Chandon champagne lounge)

Integrated advertising: Includes a half-page advertisement in Vogue and mentions on both Vogue and Instagram's stories

Possibilities for content: Highlights in the press release, along with images and videos of the brand's involvement during the event.

Six VIP tickets with after-party access are included in the networking package.

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4. Silver Sponsor Package-¢40000

Event contributor

Benefits

General Branding: Inclusion in all promotional materials as a supporting sponsor

Activation opportunity: Co-branded sensory station or shared booth

Digital mentions: Tagged mentions in the event recaps across Vogue and Airbnb platforms

Gift bag inclusion: Including a product or voucher in guest bags

4 VIP tickets are available for the main event and afterparty

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Bronze Sponsor Package- ¢40000

Collaborative Sponsor

Benefits:

Brand Recognition: Logo included in event signage and program materials

Limited Digital exposure: Featured in Vogue's social media recap and post-event "Thank you sponsors" piece.

Product or voucher placement in a gift bag.

Two tickets for general admission to the event.

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Custom-add-ons (Available to all sponsors)

Afterparty sponsorship(€30000): Exclusive brandings at the party, such as branded photo booths, champagne stations, and decor

VIP Gift bag highlight (€15000): Use co-branded packaging and distinctive placement to make sure your product sticks out

Social Media Takeover (€20000): An entire day of posts and stories showcasing the sponsor's activation on Airbnb's Instagram or Vogue

Special Co-Branded photoshoot (€25000): At the Armani Hotel Milan, design an editorial spread that highlight's the sponsor's merchandise

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1. VIP Tickets-¢1500 per person

Exclusive access to all event features

Full Event Access: Entry to all event sessions, activations, and the main gala

Pre-event Networking Reception: Exclusive access to a VIP gathering with executives, celebrities and influential people

Afterparty access: Access to exclusive afterparty features, such as live entertainment and high-end beverages, and an opportunity to network with prominent figures in the business.

Premium gift bags: These include high-end items from event partners (Armani Beauty, Moet&Chandon, Valentino, etc.).

Reserved Seating: First-class seats during keynote speeches, panel discussions and fashion shows.

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2. General Admission Tickets - €500 per person

Access to main events and experiences

Event access: Admission to the main event, which includes activations, fashion shows, and panel discussions.

Cocktail Reception: Access to the general cocktail reception, where attendees can mingle and sip cocktails.

Access to the Signature areas of the Armani Hotel: Discover the recognizable hotel environment and its upscale beauty and fashion shows.

Afterparty access: General entry to the after party, with limited access to VIP areas.

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Influencer and Media pass (Complimentary)

Special pass for Content Creators and Press

Access to Media areas: Exclusive spaces for interviews and photoshoots with influencers, designers, and other high-profile guests

Event access: Admission to all events including product activations, panels, and more.

Post-event coverage: A media kit for press coverage and photo opportunities at key event spots

After-party access: An invitation to the afterparty, ideal for networking with celebrities and other A-listers

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VIP Table Package €12000 per table

Premium Hospitality Package

Reserved VIP table: A reserved table for 10 guests with premium service.

Dedicated service team: During the event, personal waitstaff will offer upscale service.

Exclusive bottle service: Champagne (Moet and Chandon) or carefully bespoke cocktails curated for the table.

Branding opportunities: Opportunity for the sponsor to brand the table area with their logo or other promotional materials.

Full access: All perks of a VIP ticket such as admission to afterparties and exclusive gifts.

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Luxury Experience Package for Two Guests: €25000

Private Concierge Service: Personalised assistance before and during the event.

Exclusive Armani Suite Experience: During the event spend time in the magnificent suite in Armani Hotel Milan'

Custom Style: Access to premium Armani Beauty and Valentino items as well as a personal style session at the Armani Boutique

Private dinner with Fashion Executives/Leaders: A private meal at the Armani Hotel's finest restaurant including major members of the industry

All-access passes: Complete VIP passes for both attendees, which include priority seating for every event activity, early admission and VIP after-party access

Premium experience and Gift bags: Tailored premium experiences and gifts created especially for you

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Post-event evaluation and recommendations 

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Post-event evaluation and recommendations 

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1. Engagement metric

To measure public engagement, monitor hashtags (e.g., #ThreadsoftheWorld), likes, shares, comments, and story views.
Analyse live-stream data such as engagement rates, peak viewership, and total viewers

Examine website traffic for the event, paying particular attention to page views, session length, and conversions.

2. Media coverage

Count the number of pieces on the event that were published in the media, noting if they were neutral or positive.

Determine which influential people and important outlets covered the event.

Video and Content Views: Track the popularity and interaction of behind-the-scenes videos, interviews, and recap videos.

3. Feedback

Feedback from Attendees: After the event, send out surveys to enquire about attendees' pleasure, favorite features, and suggestions for enhancement.

Sponsor Feedback:
Meet with sponsors like Airbnb, Moët & Chandon, and Valentino to understand their event experience and perceived value.

4. Revenue and Financial analysis

To measure profitability, compare total revenue (for example, sponsorship deals, and ticket sales) to overall event costs.

5. Audience Participation

Activity Participation: Keep track of who shows up for panels, workshops, and other carefully planned events.
To gauge interest, use attendance counters or sign-up sheets

Time Spent: Examine how long guests typically stayed at important attractions, such as exhibits or VIP lounges.

Count and evaluate attendee-created posts, photos, or videos tagged with event-related hashtags.

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DALL·E 2024-12-08 21.41.14 - A realistic and professional website landing page for Vogue x Airbnb with the theme 'Threads of the World.' The layout combines modern elegance with c

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Observer, 3 March, pp. 50-55.

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VOGUE X AIRBNB EVENT FEEDBACK EVENT - Google Forms

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