# Maxim Berin on Why the Future of Luxury Is About Experiences, Not Excess > On August 9, the Romazzino, A Belmond Hotel in Porto Cervo becomes the stage for the second Big Art Festival, an intimate Costa Smeralda gala headlined by Robbie Williams. Its producer, Maxim Berin, argues that true luxury is no longer about ownership, but about access to moments that can never be repeated. - Source: GLAARA - Canonical URL: https://glaara.com/article/maxim-berin-on-why-the-future-of-luxury-is-about-experiences-not-excess - Author: Glaara Editorial - Section: Lifestyle - Published: 2026-07-29T11:52:07.844Z - Updated: 2026-07-29T12:39:10.804Z - Tags: Big Art Festival, Maxim Berin, Robbie Williams, Porto Cervo, luxury, Chopard --- On August 9, 2026, the Romazzino, A Belmond Hotel, overlooking the crystal-clear waters of Costa Smeralda, will once again become the stage for one of Europe's most exclusive private events. Returning to Porto Cervo for a second consecutive year, the Big Art Festival presents an evening headlined by the global music icon Robbie Williams. Guests will gather around the hotel's celebrated pool for an elegant dinner in a captivating setting, before the night builds toward an unforgettable live performance. Behind the festival is Maxim Berin, CEO of Berin Iglesias Art and founder of Big Art Festival, an international event producer with 25 years of experience creating high-profile cultural, private and corporate events around the world. Over that time he has developed the Big Art Festival into a distinctive format built at the intersection of music, art, fashion, gastronomy, business and exceptional hospitality. Rather than treating these elements as separate parts of an event, the festival brings them together as one carefully orchestrated experience. Maxim Berin, CEO of Berin Iglesias Art and founder of Big Art Festival. ## A new definition of luxury The upcoming Porto Cervo edition reflects that philosophy with particular clarity. Against the backdrop of Costa Smeralda, a global music icon, Haute Joaillerie, contemporary design, gastronomy and an international audience will come together for one evening conceived around intimacy, emotion and access. The meaning of luxury has shifted significantly over the past decade. For an audience already accustomed to extraordinary hotels, restaurants, products and destinations, exclusivity is increasingly defined not by ownership, but by access to experiences that cannot simply be repeated. For Berin, that shift is fundamental to the philosophy of the festival. Luxury today is not about excess. It is about access, emotion and individuality. People want to experience something that cannot simply be reproduced somewhere else the following week. That feeling of I was there, at that particular moment, has become incredibly valuable. ## Robbie Williams as the emotional climax At the heart of the August 9 programme is Robbie Williams, one of the most successful entertainers in modern music history. With a career spanning more than three decades and over 85 million records sold worldwide, Williams has built a rare relationship with audiences that reaches beyond his catalogue of international hits. His charisma, humour and stage presence let him connect with a room instantly, whether he is performing for tens of thousands of people or for an intimate gathering. Robbie Williams headlines the Porto Cervo edition of Big Art Festival. In Porto Cervo, that proximity will fundamentally change the experience. Rather than appearing as a standalone headline act, Williams becomes the emotional culmination of an evening whose atmosphere begins to build from the moment guests arrive. For us, Robbie's performance is not simply entertainment at the end of dinner. It is the emotional climax of the entire evening. Everything that happens beforehand, the arrival, the setting, the music, the dinner and the fashion, gradually builds towards that moment. The difference lies in context. Seeing an artist of this stature at a stadium is a global entertainment experience. Seeing the same artist within an intimate Mediterranean gala, surrounded by a carefully selected audience and an environment designed specifically around the evening, creates something far more personal. ## Jewellery, fashion and intelligent mobility A special place within the concept of the evening belongs to Chopard, the legendary jewellery and watch Maison long associated with refined aesthetics, red-carpet glamour and the international art de vivre. For the Big Art Festival, the collaboration continues a valued long-term partnership built on shared values of beauty, craftsmanship, emotion and excellence. During dinner, Chopard will present its Haute Joaillerie creations paired with Caroline's Couture silhouettes, turning High Jewellery from a traditional presentation into an integral part of the evening's visual narrative. Within the festival format, fashion and jewellery are never treated as separate presentations. Instead they form part of a wider aesthetic language in which craftsmanship, music, atmosphere and hospitality continuously interact. Another distinguished partner of the evening is DENZA, part of the BYD Group, the premium automotive brand redefining intelligent luxury mobility. Combining advanced technology, elegant design and exceptional comfort, DENZA represents a new generation of premium experiences where innovation meets sophistication. During the Porto Cervo edition it will showcase its vision of contemporary luxury, complementing the festival's philosophy of celebrating excellence, design and unforgettable experiences. This meeting of heritage and innovation increasingly defines the modern premium landscape, where traditional craftsmanship remains essential even as intelligent technology reshapes expectations around comfort, personalization and lifestyle. ## An evening directed like a film The programme surrounding Robbie Williams has been created as a continuous journey rather than a sequence of performances. The internationally acclaimed saxophonist Max Merseny will establish the musical atmosphere with his signature sound. Esteriore Brothers will bring the unmistakable spirit of Italy to the evening, blending classic Italian melodies with contemporary energy, while DJ Katty Leen leads the celebration into its late-night chapter beneath the Mediterranean sky. The same principle applies to the dinner, the scenography, the fashion presentation and every transition throughout the night. The official programme for the Big Art Festival evening at Romazzino on August 9, 2026. For Berin, this attention to detail is not production for its own sake. It is about shaping how an evening feels. People don't remember an event as a list of separate elements. They remember the emotion. Our role is almost like directing a film. Every scene has meaning, every transition matters, and together they should create one story. That philosophy explains why the format is built around the complete guest journey rather than around a single headline moment. The artist may be the culmination, but the experience begins long before the first note. The objective is not simply to gather prominent people in one place. The format is designed to create circumstances in which different worlds can meet naturally, culture and business, tradition and technology, artistry and entrepreneurship. ## A once only moment on the Costa Smeralda It is this combination that has become central to Berin's vision of contemporary luxury, not spectacle for its own sake, but access to people, culture, emotion and moments that cannot easily be reproduced. Guiding guests through the evening will be Eleonora Incardona, one of Italy's most recognizable television personalities and a leading sports presenter, celebrated for her elegance, charisma and contemporary style. On August 9, Porto Cervo will once again become the setting for a Big Art Festival evening designed around one of the defining ideas of modern luxury, that the most valuable experiences are those that exist only once. With Robbie Williams at its emotional centre and Maxim Berin behind its creative vision, the edition is set to become one of the most high-profile events of the Mediterranean summer. Tickets for the Big Art Festival in Porto Cervo on August 9 are available via the official event page. --- Originally published by GLAARA. Free to cite with attribution and a link to https://glaara.com/article/maxim-berin-on-why-the-future-of-luxury-is-about-experiences-not-excess.