Digital Marketing and Communication: a day at Flou exploring design, strategy, and innovation
19 June 2026A brand that has helped shape the contemporary concept of living, a story of Italian excellence recognized worldwide, and a business model capable of combining heritage, innovation, and strategic vision.
These were some of the key themes explored during the Company Visit undertaken by students of the Master in Digital Marketing and Communication at Bologna Business School at Flou’s headquarters in Meda.
The initiative, organized in collaboration with Anastasia Leshchenko, faculty member of the Master, offered participants the opportunity to engage directly with one of the most representative companies of Italian design.
The day began with a visit to the company showroom, where students explored the brand’s identity and observed firsthand how design, quality, and aesthetic research translate into a coherent and distinctive customer experience. The group then retraced the history of Flou, a company that has evolved over the years while remaining true to the values that have contributed to its international success.
A particularly meaningful part of the visit was the tour of the production area, which provided insight into the value of craftsmanship and the attention devoted to material selection, elements that continue to define the company’s identity. It was an opportunity to observe how manufacturing expertise, innovation, and a strong product culture coexist within an organization operating in more than fifty countries worldwide.
This was confirmed by the insights shared by Giulia Avventurato, a student in the Master in Digital Marketing and Communication:
“Flou has always embraced innovation: the Nathalie bed is a historic example of this. Heritage and innovation are not in conflict; they are part of the same corporate DNA. This is also evident in the brand’s ability to grow on platforms such as Pinterest and Instagram through highly engaging visual communication.”
The second part of the visit focused on managerial and strategic topics. Through direct interaction with company leaders, students explored issues related to brand positioning, communication, and the challenges currently shaping the high-end design and furniture sector.
The meeting with Massimiliano Messina, President of Flou, also offered valuable insight into the dynamics driving the growth and development of an internationally recognized brand.
To complete the experience, students took part in practical content creation activities, immediately applying the tools and skills developed throughout their academic journey. The exercise enabled them to transform observation and analysis into content, experimenting with the relationship between strategy, creativity, and digital communication.
As Giulia observed:
“What struck me most was Flou’s openness to the Creator Economy and its shift from traditional advertising to a true storytelling model. The brand’s ‘Open House’ concept naturally lends itself to real-home tours and integrated product placement, going beyond the traditional way of thinking about social media presence in the design industry.” Because “Today, a brand doesn’t just sell a product: it sells a cultural and visual universe. Flou has not only understood this, but thrives within it, from its social media content to the very core of its proposition, ‘Designing the Art of Living’.”
Company Visits are one of the distinctive elements of the educational approach at Bologna Business School: immersive experiences that allow participants to engage with leading companies and gain firsthand exposure to processes, strategies, and organizational models. An opportunity to connect theory and practice, while developing the interdisciplinary mindset that characterizes the Master in Digital Marketing and Communication.
