In the world of luxury, where creating emotion is everything, the transformation of Fiuggi water under the visionary leadership of Leonardo Maria Del Vecchio is nothing short of remarkable. This iconic Italian mineral water brand, a sleeping beauty with 800 years of history, has been woken up and is undergoing a spectacular renaissance that serves as a blueprint for revitalizing heritage brands in the modern luxury landscape.

Del Vecchio, the heir to the Luxottica empire and a rising star in Italian business, acquired a 72.5 percent stake in Acqua e Terme Fiuggi in 2024. His vision? To break Fiuggi out of what I often describe as the sea of sameness and elevate it to a symbol of Italian excellence and luxury lifestyle.