# Maxim Berin: The Most Valuable Things in the World Cannot Be Bought. They Can Only Be Felt > On the new definition of luxury, cultural diplomacy, and creating experiences that stay with people forever. - Source: Belgium Crown - Canonical URL: https://belgiumcrown.com/article/the-most-valuable-things-in-the-world-cannot-be-bought-they-can-only-be-felt - Author: Alisia Born - Section: Business - Published: 2026-08-06T17:48:45.984Z - Updated: 2026-08-07T09:53:22.093Z - Tags: Maxim Berin --- On the new definition of luxury, cultural diplomacy, and creating experiences that stay with people forever. In today's luxury industry, attention is often focused on scale, celebrity names, and spectacular productions. Maxim Berin has chosen a different philosophy: people never remember an event itself, they remember how it made them feel. As the founder of Berin Iglesias Art Holding and BIG ART Festival, Berin has built an international cultural platform where music, art, and luxury hospitality come together to create unforgettable emotional experiences. Over the past years, BIG ART Festival events have taken place at Rosewood Hong Kong during Art Basel, Courchevel, St. Moritz, Portofino, Monte Carlo, Dubai, New York, Forte dei Marmi, and other prestigious destinations, welcoming family office principals, private bankers, investors, entrepreneurs, collectors, luxury leaders, and international cultural figures. Having spent many years living and working in Monaco, Berin developed his own vision of modern luxury, one based on culture, aesthetics, and human emotion rather than display. — Your projects feel more like cultural worlds than traditional events. — That has always been my intention. An event is never just a concert or a dinner. It is an emotional journey where music, light, atmosphere, and people come together to create lasting memories. True luxury is not about decoration or budgets. It is about creating emotions that remain long after the evening has ended. — You often speak about the aftertaste of an event. — Because that is what people remember. Information disappears quickly, but genuine emotions stay with us for years. Modern luxury is no longer about showing wealth, it is about creating inner harmony. — Your story began with music. — Absolutely. My father, conductor Arkady Berin, taught me to hear not only the music but also the silence between the notes. Later I studied saxophone at the Hochschule fur Musik in Detmold, toured internationally, and eventually became fascinated not only by performance itself but by the emotional impact art has on people. That became the beginning of my journey as a producer. — Today Berin Iglesias Art has become a global organization. — Yes. We have produced concerts, festivals, and private experiences around the world while working with international artists, luxury brands, and leading venues. The greatest challenge has never been scale, it has been preserving the emotional depth of every event. — Why is the audience so important? — Because people create the atmosphere. Luxury today is no longer about the size of the crowd but about the quality of the circle surrounding you. That philosophy naturally led to the creation of Big Art Society, an international community built around culture, aesthetics, meaningful conversations, and authentic human connections. — What do today's ultra-high-net-worth individuals truly value? — Privacy. Silence. Exceptional service. Beautiful intellectual environments. And being surrounded by people who inspire them to think, feel, and live differently. — How important has your partnership with Jorge Iglesias been? — Extremely important. Together we have focused on building an international cultural brand based not only on world-class artists but also on reputation, consistency, and long-term vision. — What are your plans for this summer? — This summer has been one of the busiest and most rewarding seasons in our history. Every project has had its own atmosphere, character, and emotional identity, and that has always been incredibly important to me. One of the highlights of the season was BIG ART Festival in Samarkand featuring Craig David, where music, history, and the remarkable cultural energy of one of the world's oldest cities came together. We also hosted our annual FIFA Week event in New York, headlined by 50 Cent, bringing together international leaders from business, sport, media, and entertainment. Following New York, we presented another memorable event in Monaco featuring Mumiy Troll, whose music perfectly complemented the elegance and timeless spirit of the Principality. The season will culminate with BIG ART Festival in Porto Cervo featuring Robbie Williams. We are creating far more than a concert. It will be a complete Mediterranean experience: extraordinary gastronomy, breathtaking seaside scenery, the unmistakable atmosphere of the Italian summer, and a performance by one of the world's greatest entertainers. Robbie Williams has a unique emotional connection with his audience, and I believe he is the perfect artist for Porto Cervo. Together, we are creating an evening designed not simply to entertain, but to leave people with memories they will carry for years. I am convinced that BIG ART Festival Porto Cervo featuring Robbie Williams will become one of the most talked about private musical events of the European summer. Projects like these remind me why, after so many years, I still love what I do. In the end, we are not simply producing events, we are creating memories. — Finally, what matters most to you today? — Never losing the ability to feel. If someone leaves one of our events happier, lighter, and more inspired than when they arrived, then everything we have created has truly been worthwhile. --- Originally published by Belgium Crown. Free to cite with attribution and a link to https://belgiumcrown.com/article/the-most-valuable-things-in-the-world-cannot-be-bought-they-can-only-be-felt.