Altagamma provides behind-the-scenes experiences at Italy’s luxury brands


Luxury brands can be tourist destinations in their own right, says Italy’s luxury body Altagamma Foundation. Altagamma gathers and promotes worldwide the most extraordinary Italian brands. Together with IC Bellagio, Altagamma launches “Altagamma Italian Experiences by IC Bellagio”, programme to provide unique, behind-the-scenes experiences at some of Italy’s most iconic brands.

The programme is aimed at increasing the number of luxury travelers to Italy, which account for approximately 5% of the over 50 millions foreign tourists who visited Italy in 2016.

“Altagamma Italian Experiences by IC Bellagio represent an extraordinary possibility of promotion for the entire Country, because they bring to life and give value to the renowned quality and fame of our brands. This is an answer to the growing interest from an international clientele towards the heritage and the craftsmanship of our products, two truly distinctive elements of the Italian brand products,” said Paolo Zegna, Vice President of the Altagamma Foundation.


Altagamma Italian Experiences by IC Bellagio have been designed to help attract international luxury tourists, bringing direct and indirect benefits to the entire country.

IC Bellagio creates unique and extraordinary travel experiences for international clients to Italy. These itineraries are now enriched with unique and exclusive experiences connected with the Altagamma companies. Examples include: visits to ateliers, design houses, workshops, company headquarters, wine-tasting at world-renowned canteens, meetings with entrepreneurs and owners to better understand their projects and growth.

Altagamma Italian Experiences by IC Bellagio blend nature, art and culture and represent an opportunity to make direct contact with the production and the design studios which have brought the Italian brands to the top of their sectors worldwide.

The project will include those Altagamma companies which offer unique experiences – totally different from anything offered so far – which will be customised for the requirements and expectations of each client. These will be experiences specifically created for a limited number of clients and which will be available from 2017.