Paris, Snow, and Luxury: The MDP's 2026 Winter Adventure

We're thrilled to kick off 2026 with some incredible news from Paris! Eight of our Marketing Development Practice Advisors had the outstanding opportunity to attend the International Luxury Marketing Seminar at TBS Education, delivered in collaboration with UCD Michael Smurfit Graduate Business School. This week-long immersive experience proved to be both enriching and unforgettable.

The seminar offered valuable insight into the global luxury industry, with a strong focus on brand storytelling, craftsmanship, sustainability, experiential marketing, and long-term brand equity. Through expert-led sessions and an AI-driven hackathon, our Advisors were challenged to apply their learning to real-world luxury brand scenarios.

But the learning didn't stop in the lecture hall! Our Advisors also explored the culture, history, and artistry of Paris through:

• A luxury branding walking tour, stopping at iconic locations including Coco Chanel's home and the original Hermès store

• A visit to La Galerie Dior, experiencing decades of fashion history and brand heritage firsthand

• Company visits to luxury ateliers, including Joseph Duclos, where they gained insight into luxury brand strategy and craftsmanship

• A scenic Paris boat tour along the Seine, taking in all the iconic landmarks

• A hands-on crêpe making class and French cheese tasting experience

And to make it even more magical? The city was blanketed in snow during their visit, creating a truly unforgettable Parisian winter experience.

The highlight of the trip? The expert-led sessions from industry professionals working at some of the world's most prestigious luxury houses. Here's what our Advisors explored:

• The power of storytelling and brand heritage in luxury marketing

• How craftsmanship and production drive luxury brand value

• The role of AI in shaping personalization in the luxury sector

• Sustainability and ethical challenges in modern luxury brands

• Building and maintaining luxury brand equity over generations

• Experiential marketing strategies for high-end brands

During their free time, some Advisors took the opportunity to explore Paris further, visiting the Eiffel Tower, discovering Parisian boutiques and vintage shops, and experiencing the city's famous jazz bars.

We're incredibly grateful to UCD Michael Smurfit Graduate Business School and TBS Education for this once-in-a-lifetime opportunity. Experiences like this reflect the hands-on, industry-focused approach of the MDP, giving our Advisors exposure to global perspectives and practical experience beyond the classroom.

Stay tuned for more updates from the MDP – 2026 is already shaping up to be an exceptional year!