The 11-hour flight from Los Angeles to the capital of fashion and architecture felt overly long. Perhaps because I was extraordinarily impatient to hit the ground running. I was going to Milan to showcase to our client what all the buzz was about. She had read and heard so much about Milan but was now anxious to rediscover this long-revered metropolis for an upcoming incentive program for an elite group of young Hollywood fashion-tech executives.
Milan has long been an architectural marvel taking visitors on a unique journey from medieval to contemporary. It has now also captured the title of the capital of fashion for the chic and trendy—a fitting description of the intended participants of this incentive program. The vibrant heart of Italy's fashion and business scene, Milan is a city that mesmerizes every visitor with its elegance, rich history, and cultural wealth.
Day 1
Landing in Milan, one instantly feels the pulse of its energy. The trip through Milan’s upscale and efficient airport was a breeze. Western Europe has reduced travel through its user-friendly airports to a breeze. US Customs and Border Protection (CBP) take note!
We were whisked away in a luxury limousine directly to our upscale hotel. While there are trendy hotels aplenty for a group of this caliber, we thought they had earned their reward to stay at the legendary Giorgio Armani hotel—an ultra-luxury property in the most exclusive district of this fabulous city. The hotel lives to every minute detail of its awe-inspiring name. It brings the brand’s hallmark sophisticated simplicity to the world of hospitality—i.e., a world of elevated beauty and glamorous luxury in an exclusive location, touched by an Armani-style welcome. We thought it was the perfect place for this elite group to create memorable experiences.
To its credit, the hotel rolled out the proverbial red carpet for our demanding client—from exclusive room amenities to a well-received spa treatment upon arrival.
Our site visit was planned to mirror—in every detail—what the actual group would be experiencing. Thus, over the coming four days, we planned to immerse our client in luxurious pampering allowing her to discover this city’s architectural wonders and delectable cuisine to get an intimate feel of what to expect for the actual program.
The Day 1 morning air is tinged with the promise of discovery. The first day is dedicated to getting acquainted with Milan's rhythm. To that effect, we started our journey at the Piazza del Duomo, home to the iconic Duomo di Milano. This breathtaking Gothic cathedral, adorned with intricate spires and statues, is a masterpiece of architectural beauty. At night, the cathedral's gothic spires and statues cast dramatic shadows, setting the stage for what promises to be an unforgettable journey for our lucky guests. We climbed to the rooftop for a panoramic view of Milan's skyline, to not only admire the city's blend of historic and modern structures but also to consider it for a cocktail reception or dinner for the actual program.
For the first afternoon of the program, we proposed the Galleria Vittorio Emanuele II, a stone's throw away from the Duomo, and one of the world's oldest shopping malls. We thought this elegant arcade, with its stunning glass dome and ornate mosaics, would be the perfect place for the group’s leisurely stroll to combat jetlag while exploring high-end boutiques and enjoying an espresso at a historic café.
We concluded our first day of exploration with a visit to Teatro alla Scala, Milan's renowned opera house. For the actual program, we were fortunate enough to be able to reserve seats for the entire group to witness a performance—an experience we were sure they would never forget.
We were now ready for a sumptuous Milanese dinner for which we had proposed a nearby trattoria that offers a taste of traditional Milanese cuisine: risotto alla Milanese and osso buco, paired with a robust glass of Barolo.
Day 2
We started our second day with a visit to Santa Maria delle Grazie, where we were able to witness Leonardo da Vinci's masterpiece, The Last Supper. For this visit, and for the actual program, we had booked our tickets well in advance, as access is limited to preserve this iconic artwork.
Next, we headed to the Pinacoteca di Brera, Milan's premier art gallery showcasing an impressive collection of Italian Renaissance masterpieces by renowned artists such as Caravaggio, Raphael, and Titian. This gallery is a haven for art enthusiasts—and a rare venue for a cocktail reception for a lucky few.
As evening approached, we made our way to the Navigli district, famous for its historic and picturesque canals and lively atmosphere that create a romantic backdrop—and a perfect setting for a dine-around. Bars and cafes line the waterways, offering a dizzying array of aperitivi. The classic Negroni or a spritz made with Aperol are popular choices, accompanied by an assortment of olives, cured meats, and crostini. As the sun sets, the district comes alive with music and chatter, the perfect prelude to a night of exploration.
Our demanding client seemed to have relaxed somewhat as she enjoyed the traditional aperitivo by the water, sampling local delicacies and sipping on a refreshing Spritz. She agreed that the vibrant bars and restaurants that line the canals presented a perfect setting for a fun-filled dine-around for the actual group.
Day 3
Milan's reputation as a global fashion hub is undeniable. We had indicated to our client that an incentive program in Milan must somehow include indulging in the city’s fashion scene. So, we spent the morning of our Day 3 exploring the Quadrilatero della Moda, Milan's high-fashion district. Even if shopping may not be everyone’s cup of tea, the window displays alone are a feast for the eyes. For the actual program, this segment will not only include window shopping at luxury boutiques like Prada, Gucci, and Versace but also shopping for a purpose-made designer piece as a memento of their Milanese adventure.
We continued our fashion and design exploration with a visit to the Triennale Design Museum. This museum celebrates Italy's rich design heritage, showcasing everything from furniture and fashion to graphic design and architecture. The ever-changing exhibitions here ensure there's always something new to discover—not to mention an espresso break for everyone.
For dinner, we had suggested a few Michelin-starred restaurants from among many exquisite dining establishments in Milan. Our selection was reduced to Il Luogo di Aimo e Nadia, known for its savory innovative dishes that leave guests with an unforgettable gastronomic experience.
Later, the night transitioned to one of Milan's chic nightclubs—Just Cavalli—where the city's elite gather to dance and socialize into the early hours.
Day 4
On our final day, we set out to explore the charming Brera district, wandering through its narrow streets, filled with art studios, antique shops, and quaint cafés. The bohemian atmosphere here makes it a delightful place to spend a leisurely afternoon.
Our Milanese site visit came to an end with a farewell dinner at Osteria Da Fortunata in this charming district with a toast to a successful and fun-filled site inspection and the promise of an unforgettable event yet to come.
Our client’s summary testimonial was that “these last four days offered me a perfect blend of history, culture, fashion, and culinary delights. With this itinerary, I am sure our participants will leave this vibrant city with fond memories of its stunning landmarks, artistic treasures, and vibrant lifestyle.”
We are sure that Milan, with its unique charm, will undoubtedly leave a lasting impression on this and many of our other future clients.
The Maxxus Group is a boutique incentive agency with a trademark blend of creativity and logistical expertise in designing/producing incentive programs that inspire and lead to enhanced performance.