Adventures in Luxury and Learning with the MDP

The MDP office doors have officially reopened for 2025, and we’re ready to dive into another exciting semester! Over the break and during the first week of term, ten of our Advisors took the prestigious opportunity to attend a Winter School hosted by Toulouse Business School (TBS) in the vibrant cities of Toulouse and Paris. This incredible experience proved to be both enriching and unforgettable.

Setting off on January 6th, this adventure was packed with incredible workshops, unique field trips, and unforgettable experiences. The program included a deep dive into International Marketing, Marketing in the Sports Industry, and Luxury Brand Management, all delivered by industry leaders and experts.

But the learning didn’t stop in the classroom! Our Advisors also explored the culture, history, and innovation of France through:

• Walking Tours and a picturesque Paris Boat Tour

• Luxury Brand Management Field Trips

• Visits to the Toulouse Football Club (TFC) Stadium, Airbus, and the stunning Opera Garnier

• Company visits, including Maison Fragonard, where we learned about the artistry behind French perfumery

The highlight of the trip? Without a doubt, the Luxury Brand Management lectures by Philippe Mihailovich. Here’s what we covered:

• An overview of the luxury industry, including sustainability and ethical challenges

• Lessons from the past on the rise of French dominance in luxury

• Haute Luxe strategies for building strong brands and managing reputations

• Crafting sustainable luxury brand architecture

• Leveraging non-paid media communication strategies and strategic PR

• Hands-on workshops, from analysing failed brand case studies to presenting creative projects

We’re incredibly grateful to Smurfit and TBS Toulouse and Paris for this once-in-a-lifetime opportunity, and we’re excited to bring these lessons into our projects and challenges ahead.

Stay tuned for more updates from the MDP, 2025 is shaping up to be our best year yet!