RiccaValle must be different. Luxury brands are cultural forces. RiccaValle is about taste education. It flirts with art, and avant-garde technologies. RiccaValle doesn’t aim at being popular (that is to say, liked by everybody today), but instead aimed at setting the long lasting standards of taste for tomorrow. Capitalizing on what the majority of average present targeted consumers declare they like today is not the route to build the future. We must surprise the customer, bringing something he or she was not expecting. What RiccaValle sells its excitement, new experiences; new frontiers, not security. The RiccaValle strategy aims at creating the highest brand value and pricing power by leveraging all intangible elements of singularity.