Luxury and Innovation: the new era of Customer Experience

Why you should join this program:

Luxury and Innovation: the new era of Customer Experience is an exclusive five-day program designed to immerse you in the world of luxury retail and customer experience across key industries: fashion, beauty, and hospitality. The course offers unparalleled access to the brands, leaders, and trends shaping the future of retail.

Through a powerful combination of expert-led sessions, hands-on experiences, and behind-the-scenes visits to iconic locations, participants will gain valuable insights into the strategies that define excellence in luxury.

This is more than an educational journey: it is a unique opportunity to step inside the most influential retail hubs, broaden your global perspective, and build high-level connections within the industry.

Day 1

Location: UFV Campus

9:00 – 13:00
Welcome
The Evolution of Retail in Spain
Paloma Domínguez, Program Director
(Includes Coffee Break)

13:00 – 14:30
Transfer to WOW Concept and Lunch

Location: Retail Safari

14:30 – 17:30
Visit to WOW Concept and a tour of Madrid Downtown, exploring Digital Native Vertical Brands (DNVB) such as Nude Project, Morrison, Pompeii, Neutrale, Ecoalf, and Za Caffé — Zara’s first café.

Day 2

Location: UFV Campus

10:00 – 13:00
How to Build Iconic Beauty Brands
Ana Guerrero, Director of Training and Education, La Prairie Switzerland
(Includes Coffee Break)

13:00 – 14:30
Lunch on campus and transfer

Location: Retail Safari

14:30 – 17:30
Visits to destinations where luxury and innovation meet, including El Corte Inglés Serrano, Longevity Hub by La Prairie, and VRAI.

Day 3

Location: UFV Campus

10:00 – 13:00
The Evolution of Luxury in Europe: France, Italy, and Spain
Paolo Scalia, Store Director, Dolce & Gabbana
(Includes Coffee Break)

13:00 – 14:30
Transfer and Lunch at Cristina Oria

Location: Retail Safari

14:30 – 17:30
Visits to international luxury icons (Dolce & Gabbana, Hermès) and national leaders (Casa Loewe), ending with the exclusive Malababa.

Day 4

Location: Arteixo, Galicia

Flight Madrid – A Coruña

Visit to Zara Headquarters – Arteixo
Exclusive visit to Zara’s global headquarters, including the Zara Design Center and Model Store, to explore its logistics, production dynamics, and how concepts come to life.

13:00 – 14:30
Transfer and Lunch at the A Coruña Yacht Club

Location: Retail Safari A Coruña

14:30 – 17:30
Exclusive visit to the MOP Foundation, a dynamic and innovative space founded by Marta Ortega to highlight individuals and communities through creativity, art, design, and social impact.

Flight A Coruña – Madrid

Day 5

Location: Cortefiel Headquarters

10:00 – 13:00
Breaking the Boundaries of Fashion.
Visit to the showrooms and workshops of Hoss Intropia and Pedro del Hierro, two iconic Spanish brands that have evolved to capture new market and consumer trends.

13:00 – 14:30
Farewell Lunch and Diploma Ceremony

This program is built around the exclusive concept of the “Retail Safari” — an immersive and dynamic approach that combines expert-led classroom sessions with guided visits led by top professionals from iconic brands and innovative spaces. It offers a rare behind-the-scenes perspective that is seldom accessible to the public.

Designed to provide first-hand experience of the strategies, trends, and innovations transforming the sector, each session ensures participants gain a deep understanding of the mechanics behind world-class retail experiences.

This is not just a course, but a unique opportunity to experience retail from the inside.

The admission entails a 3-step process:

1. Participants complete and submit the online application.
2. The Program emails the participant to acknowledge receipt and provide further details on program dates, acceptance letter for Spanish Visa and bank details to submit payment.
3. The participant pays the program fee. This is an essential requisite to access and participate in the program.

– Fees
General fee: €5,900
Early Bird fee: €5,150

Payment is required before the program begins and includes all academic materials, round-trip transportation from a central location in Madrid to the Campus -as well as for all visits included in the program- and lunches. It does not include accommodation and travel costs.

– Payment Details
We accept payments by credit card or wire transfer.
After the payment, the student must send the proof of payment to the email foco@ufv.es in order to complete your registration.

– Admissions Requirements
The Admissions Committee admits qualified candidates on a rolling basis as places become available. UFV School of Communication’s Formación Continua (FOCO) programs have their own requirements, and all admissions are under the supervision of the Admissions Committee. In general, participants should have at least 5 years’ work experience. Although there are no formal educational requirements, admission is based on professional achievement.

– Cancellation Policy
Cancellations received within 20 days of the program’s start date are subject to a payment of 25% of the program tuition. UFV reserves the right to cancel the current edition or modify dates up to 20 days prior to the scheduled start date. Under no circumstances is UFV responsible for any travel expenses incurred. Participants should consider purchasing travel insurance including cancellation coverage to protect against the unlikely event that the program is cancelled or their own inability to attend for personal or professional reasons.
Cancellation requests received within 3 calendar days of the program start date as well as those received during the program are subject to full payment of the program fee.

Paloma Dominguez
CEO & Founder, ATENEA RetailPaloma has over 25 years of experience in the fashion industry, leading teams and projects at renowned brands such as Armani, Ralph Lauren, and Apple.

She was a member of the Executive Committee at WOW and is the founder of Atenea Retail, the first sales academy created by retailers for retailers.

A specialist in training, customer experience, and in-store leadership, she is dedicated to transforming retail from the inside out.

Ana Guerrero

Education Director

La Prairie SwitzerlandAna is a leading figure in the Beauty sector, with over 25 years of experience at prestigious brands such as La Prairie, L’Oréal, and UniqueSkin.

She is recognized for her people-centered approach, strategic product vision, and impeccable attention to detail.

A natural motivator, she combines passion, deep market knowledge, and a unique ability to inspire teams and elevate brands.

Paolo Scalia

Director Store, Dolce & Gabbana

Paolo is a seasoned professional with over 20 years of experience in the industry, having worked with renowned brands such as Hugo Boss, Inditex, Intropia, and Dolce & Gabbana.

A certified coach, he combines strategic vision with a strong people-oriented approach.

Known for his approachable and transformative leadership, he inspires through both experience and example.

Guillermo de Oya

Real Estate Director, TENDAM

He has led international expansion for brands such as Pull & Bear, Amichi, and Cortefiel. After several years as Director of Development at Sephora, Guillermo now heads Real Estate Management at TENDAM (Cortefiel, Pedro del Hierro, Hoss Intropia, and more).

Joana Bentley

Global Sales Manager ECOALF

Joana has a broad sales background with brands such as Ralph Lauren and DKNY. She now leads the strategies for one of Spain’s most sustainable and fastest-growing brands.

Elena Rega

Directora HR Digital, Inditex

After starting her career in consulting firms, Elena has spent 15 years working in HR at Inditex. She currently leads HR strategies for zara.com.