Augeo
Revolutionising how luxury assets ownership
As part of the Digital Communication Workshop in collaboration with RM Sotheby’s, students from the Master in in Luxury Brand Management – Mariana Saleme Murad, Julija Umek, Sayali Gatne and Soumya Narang – explored the intersection of luxury, auction platforms, technology, and digital communication, with a specific focus on classic and collectible cars. Their goal was to investigate how these elements are redefining the perception, desirability, and cultural relevance of automotive luxury.
Their project, AUGEO, aims to revolutionise the way luxury assets are owned, valued, and traded by introducing a fractional ownership model to the classic car market. This approach allows private collectors and investors to purchase shares in some of the world’s most prestigious automobiles, combining exclusivity, heritage, and financial potential.
Revolutionising how luxury assets ownership
As part of the Digital Communication Workshop in collaboration with RM Sotheby’s, students from the Master in in Luxury Brand Management – Mariana Saleme Murad, Julija Umek, Sayali Gatne and Soumya Narang – explored the intersection of luxury, auction platforms, technology, and digital communication, with a specific focus on classic and collectible cars. Their goal was to investigate how these elements are redefining the perception, desirability, and cultural relevance of automotive luxury.
Their project, AUGEO, aims to revolutionise the way luxury assets are owned, valued, and traded by introducing a fractional ownership model to the classic car market. This approach allows private collectors and investors to purchase shares in some of the world’s most prestigious automobiles, combining exclusivity, heritage, and financial potential.
Project Leader | Mentor
Andrea Venturi
Project Authors
Mariana Saleme Murad
Julija Umek
Sayali Gatne
Soumya Narang
AUGEO is a fully digital platform supported by its own app, enabling users to buy, sell, and trade fractional shares in luxury vehicles. The platform offers real-time trading and auctions, creating an efficient and seamless marketplace for shared ownership.
- Each car is represented by a digital twin
- This twin is tokenised and divided into fractional shares
- Users can buy these shares directly through the AUGEO app
- Ownership records are securely stored on the blockchain
- Investors can receive AI-driven advice to manage their portfolios
Through strategic partnerships, high-quality digital content, and data-driven marketing, the students designed a digital communication ecosystem that strengthens brand authority, engages a new generation of investors, and promotes long-term value.
AUGEO represents a natural evolution in the world of collecting — blending heritage, exclusivity, and investment appeal to meet the needs of today’s market. With RM Sotheby’s at the forefront, this project doesn’t just preserve the legacy of car collecting — it reimagines its future, making it more dynamic, inclusive, and valuable than ever before.
