In today’s luxury landscape, engaging with younger generations is one of the most stimulating, and necessary, challenges brands face. It is in this spirit that Pineider recently took part in an educational project at the European School of Economics in Florence, offering students a valuable opportunity to engage directly with the real-world dynamics of a historic Made in Italy brand.
The initiative was part of the E-Commerce & E-Business course led by Professor Andrea Secci, and involved students in a practical exercise focused on analyzing the brand’s digital positioning and communication strategies. The project allowed participants to explore how a maison with more than two centuries of history continues to reinterpret its cultural heritage through a contemporary lens.
Leading the project, and bringing the company’s perspective into the classroom, were Luna Ebtehal Badawi, Pineider’s Marketing & Communication Manager, and Thea Andreaggi, Visual Communication Designer & Art Director. Through data, real case studies, and strategic insights, students were able to engage directly with the decisions shaping the brand’s digital identity today.
A particularly meaningful moment of the session was the contribution of Nicola Andreatta, General Manager of Pineider, who shared the brand’s vision and reflections on the contemporary meaning of luxury.
Drawing on extensive international experience in the sector, Andreatta explained how Pineider interprets the idea of quiet luxury, a discreet and authentic form of luxury rooted in the quality of materials, artisanal craftsmanship, and a deep relationship with time. In this perspective, tradition is not a static legacy but a living resource, one that continues to evolve, engaging with new languages and new generations.
“True luxury,” Andreatta noted, “is not only what we own, but what endures over time, an object designed to accompany the life of the person who uses it, preserving stories, gestures, and memory.”
The meeting concluded with an immersive experience in the Pineider world. Students visited the brand’s Florentine boutique, gaining firsthand exposure to its artisanal tradition and to the refined universe of fine paper and leather goods.
Adding a special dimension to the day was a calligraphy workshop led by calligrapher and paleographer Caterina Scardillo. Through the slow, precise, and mindful gesture of handwriting, students rediscovered the value of a practice that has always been at the heart of Pineider’s identity.
Pineider’s collaboration with the European School of Economics reflects the brand’s commitment to building a bridge between tradition and the future. Sharing its knowledge with younger generations means contributing to the development of a more conscious culture of luxury, one that recognizes the enduring value of quality, craftsmanship, and timeless beauty.