Tuscan wedding experience by Roberto Cohen: an immersive course in collaboration with Kellen Lauxen

The course led by esteemed Brazilian wedding planner Roberto Cohen will give participants the chance to encounter firsthand the magic of matrimony here with a variety of experiences like perfume making and picnics in the picturesque autumnal vineyards.

Forming the course will be meetings with local suppliers and presentations of the pre- and post-wedding possibilities, as well as in-depth explorations of options for the day itself. Roberto Cohen is well known to those in Brazil and beyond, with many accolades and even a book to his name.

Celebre. one of the largest training companies in the events sector, is also behind the organization of this wedding-world-immersion. Professionals with backgrounds in decorating, planning, and other aspects of the industry take part in order to get to know and produce a portfolio of the Italian market for destination weddings and to promote an exchange that will yield excellent networking opportunities between the best professionals from Brazil and high-quality suppliers from Italy.

The enchanting region of Tuscany draws couples from all over, with its history, charm, art, and architectural treasures making it one of the first choices for celebrations. Adding to the intrigue are the vineyards, mountains, medieval villages, and winding roads lined by cypress trees, not forgetting to mention the world-class cuisine, all of which captivate couples.

Collaborating on the course is Kellen Lauxen, a Brazilian resident in Italy who specializes in decorating and celebrating weddings in Europe and is sought after for her expertise in the area. Commenting on the course, she said,

“In choosing the location, Tuscany was the venue that was most sought after by professionals, as it is the most requested location in the world by Brazilian couples for a destination wedding. Before professionals can propose Tuscany as a venue to prospective couples they need to know the reality of the region, and that is where I fit in. I’m a Brazilian based in Tuscany who works in this environment, and so for them, I am a consultant on the region and a support for them to get to know the country and everything that Tuscany can offer the wedding world. Once they have been there, they will be better equipped to propose the location and enable clients to dream even more.”

The role of the Destination Florence Convention & Visitors Bureau and Tuscany for Weddings in the coordination of the course was emphasized,

“When putting together the itinerary, I put my faith in the Convention Bureau and Tuscany for Weddings who are very important for me. They gave us a lot of information on suppliers and locations and presented us with many possibilities. We were eager to explore new destinations and to introduce participants to lesser-known areas.”

As well as the networking opportunities that emerge, it’s also important for participants to become more closely aware of the culture and traditions that surround festivities in Italy in order to communicate the various differences and possibilities that this presents. Lauxen elaborated,

“The characteristics of a wedding in Brazil and Tuscany are completely different. There are aspects of Brazilian weddings that don’t exist here, so they also need to learn how to navigate that when working here. Participants will put into practice a ceremony with various providers in order to really learn how weddings are held in Tuscany”.

Among the locations explored will be Castello di Gabbiano, Villa Olmi, Villa Tolomei, Villa Grabau, Relais Il Falconiere, and even the luxury outlet, The Mall Luxury Outlets Firenze, with the inclusion of Aquaflor, Frantoio Buonamici, and Corte dei Papi among others. There will be myriad moments across the days of the course designed to showcase the variety of unique experiences to be enjoyed in the region. Florence features as well as Lucca, Cortona, Fiesole and Siena in order to give a more complete picture of the different types of settings nestled in the region. The choice of season was also important, as the autumnal colours in Tuscany offer a different, poetic, and bucolic side of Tuscany.

The experience will end with a symbolic wedding ceremony with tastings from caterers for a Tuscan dinner, at which participants will be presented with their certificates, having undoubtedly been brought closer to Tuscany as a destination for weddings.

WIM – We Inspire Memories

The 5th edition of the exclusive wedding and events format takes place from November 20- 22 at Palazzo della Borsa, Palazzo Gondi, Villa Corsini a Mezzomonte and other locations. The three days focus on creating connections between operators in the industry, with participants engaging in experiences involving high-calibre international professionals coming particularly from Europe, Asia and the USA. Exclusive market research will be made available, with trends and news developed especially for the event. The whole city will be involved in activities, granting participants even further opportunities to explore themes of travel and the destination.

Discover more about WIM