The world's most exotic cars made an appearance on University Drive, with the Bunty Cesarano Fountain at the University of Miami Patti and Allan Herbert Business School serving as their backdrop.
A matte blue Pagani Huayra Roadster, a red and dark gray Pagani Huarya Coupe, and a glossy blue Pagani Huarya Coupe were on display as part of Miami Herbert's luxury marketing elective course. The course, led by Miami Herbert lecturer Trinidad Callava, is open to all undergraduate students, with priority given to business students, and explores opulent brands like Pagani Automobili, many of which Callava has spent years developing personal relationships with.
The genesis of the marketing course dates back to 2011 when Callava was teaching abroad in Paris, France. In collaboration with the Institut Francaise de la Mode (IFM) in Paris and Polimoda in Florence, Italy, institutions recognized worldwide for high-quality fashion education, Miami Herbert students began learning about the world of luxury.
Over the years, Callava has taken UM students to study abroad in France, Italy, Spain, and Chile. Since spring 2018, more than 360 students have taken the luxury marketing course on campus, and nearly 100 UM students have participated in studying abroad. Study abroad experiences include on-site visits to several luxury brand companies. In 2019 and 2022, Callava visited the Pagani headquarters in Modena with her fashion and luxury study abroad students in Florence, Italy.
“The luxury industry is committed to Miami,” Callava said emphasizing the importance of a course like luxury marketing for University of Miami students. “It is important to foster relationships with the luxury and fashion industry, which have called Miami their home. There are diverse opportunities in the luxury and fashion sector as it expands across various industries such as retail, cruises, cars, fashion, beauty, jewelry, real estate, fine art, fine food, travel and tourism, and ancillary services in consulting, media, publishing, and digital. The luxury marketing class and club aims to serve students that wish to go into the industry and/or aspire to launch their own startups in this sector.”
The course has welcomed students from various degrees including architecture, communications, and music.
Communications senior Savannah Steinberg was among the students oohing and awing at the Pagani display.
“I want to work in PR for fashion,” said, Steinberg. “We’ve explored several case studies involving luxury brands, so I have a new perspective on specific communication strategies and marketing methods for luxury brands that I hope to use in my career.”
Cinematic arts and marketing student, Jonathan Solano, has always admired luxury brands.
“It’s one thing to study the material,” said Solano. “But to have a real-life CEO of a brand we’ve been studying come to our class and show us the product is an unforgettable experience.”
This was Pagani Automobili's first visit to Miami Herbert. Led by the CEO of Pagani Automobili America, Michael Staskin, around 50 students learned about the brand's exclusivity, production, upcoming expansion, and watched a video message recorded by the founder of Pagani, Horacio Pagani, created for the class. After the class presentation, about 100 more students visited the Pagani car exhibition and learned about each car from on-site Pagani representatives.
With each individual car being custom-made, Pagani Automobili only sells 40 cars per year, and the company is already sold out for the next five years. Celebrating its 25th year in business, there are less than 500 Pagani’s in the world. Its exclusivity allows the family-owned and operated company to develop close relationships with its clientele.
Eduardo Salume, an aspiring Pagani collector, car enthusiast, and student pursuing a degree in management and a minor in marketing, facilitated the relationship between Miami Herbert and Pagani. Salume's family owns the Pagani Huayra Roadster #50, one of 100 in the entire world and built by Horacio Pagani, and it was one of the Paganis on display for the exhibition held at Miami Herbert.
“I met Professor Callava in the elevator in the Aresty Building on campus,” said Salume. “I was wearing an Automobili Lamborghini jacket I purchased at the 24 Hours of Daytona Race in 2022. She shared her experiences with me about her luxury marketing class and the next thing I know, we were collaborating on a fun and hands-on experience for my peers.”
Offered in the fall and spring on campus, and abroad in the summer, the luxury marketing course goes beyond opulence and prioritizes student development. Aside from allowing students to experience real-life brands through their coursework, many students have gone on to earn internships with partner brands like RIMOWA and LVMH Travel Americas and Latin America.
This summer, Callava is set to lead a group of University of Miami students on an exclusive journey to the heart of the fashion and luxury industry in the picturesque city of Florence, Italy. The immersive experience will offer students unparalleled access to iconic brands such as Gucci, Pagani, Ferrari, and Giorgio Armani, providing them with valuable insights into the world of high fashion and luxury automobiles.
