Beneath the icy grandeur of Davos, where history is shaped by quiet negotiations and bold ideas, some spaces do more than host discussions – they set transformation in motion. In a world increasingly defined by uncertainty, disruption, and the redefinition of power, The Loft of Shared Dreams was not just a meeting of great minds but an engine for change. From healthcare to luxury, executive influence to entrepreneurship, and the rise of women in decision-making, it became a space where leadership was not just observed but activated.

At the helm of this bold initiative stood Marina Cvetkovic, alongside co-founders Annina Müller and László Ujpál, with a vision to cut through the noise and create a platform where leadership is not just spoken of but felt, where ideas do not end in discussion but in action. As the official media partner of the event during WEF in Davos, Elevance PR brought its expertise in luxury communications and strategic positioning, capturing the essence of leadership and innovation in a space where influence is cultivated and extends far beyond the summit.

Maximizing Davos Moments – Beyond the Networking

Davos is a rare stage where the world’s most influential minds converge, but the true measure of success is not in who you meet – it is in what you do with the moment. Every conversation holds the potential to ignite a movement, and every handshake has the chance to build something greater than oneself. At the Maximizing Davos Moments panel, Ilkay Demirdag, Risto Kuulasmaa, Wiktor Schmidt, Marina Cvetkovic, and László Ujpál explored how the world’s most effective leaders do not simply attend Davos – they navigate it with intention.

They understand that influence is not about being everywhere but about being in the right place, with the right people, at the right time.

They move with precision, creating opportunities that not only exist for a week in Switzerland but ripple outward, shaping industries, policies, and mindsets long after the summit ends. Davos is a stage, but leadership is the performance. Those who make the greatest impact are not the ones who are seen the most but the ones whose ideas continue to resonate when the lights go down.

Redefining Power – Leadership in the Age of Visibility

We often say that if the 20th century was about authority, the 21st is about influence. Leadership is no longer defined by silent power behind closed doors but by strategic presence, credibility, and the ability to shape conversations on a global scale.

At the Executive Positioning & Leadership in the Age of Visibility panel, Lisa Christen and Marina Cvetkovic examined the evolving dynamics of leadership in an era where perception is as impactful as action. Influence is no longer inherited or assumed – it is deliberately cultivated, earned through authenticity, and reinforced by purpose-driven visibility. True leadership today is not just about commanding a room – it is about resonating beyond it. The leaders who will define the future are those who understand that power is not merely held – it is shared, amplified, and strategically positioned to inspire lasting change.

Luxury at a Crossroads – The Evolution of Desire, A New Currency of Meaning

Luxury has never been about necessity. It has always been a marker of distinction, power, and cultural influence. But today, the concept of distinction itself is shifting. The world’s most discerning consumers no longer seek luxury as a mere display of wealth – they seek it as a statement of meaning, identity, and purpose. At The Future of Luxury panel, Francesco Pagano, Sophie Furley, Jana M. Arden, Stefan Berger, and Kathrin Joa explored this transformation. Heritage alone is no longer enough. The future of luxury belongs to those who understand that true refinement lies not just in craftsmanship, but in storytelling, sustainability, and emotional depth.

Thorstein Veblen’s The Theory of the Leisure Class described luxury as a tool of social stratification, a means for the elite to distinguish themselves through conspicuous consumption. Yet, in today’s world, the most powerful luxury is no longer about excess – it is about exclusivity with intention, influence without ostentation.

Exclusivity is no longer about barriers but about belonging. Luxury is no longer about what is owned but about what lingers in memory, what stirs emotion, and what defines an experience so rare it cannot be replicated. The brands that will endure are not those that merely uphold tradition but those that reimagine desire itself – turning luxury into an art form, a philosophy, and an intimate dialogue between creator and connoisseur.

Healthcare at the Brink of Reinvention

The future of healthcare depends on the ability to bridge industries, align expertise, and lead with purpose. Innovation alone is not enough. True progress lies in the collaboration between biotech, pharma, AI, and venture capital to create a system that is both cutting-edge and accessible.

The Sustainable Leadership in Healthcare panel, featuring Dr. Katrin Arnold, Tatenda Musakanya, Marni McManus, Antonio Charrua, and Aurélien Rizk, addressed the urgency of ethical AI, global accessibility, and the responsibility of leadership in shaping a more sustainable healthcare future. Healthcare must not only evolve – it must be redefined with vision, equity, and impact.

100 Davos Women – The Vanguard of a New Era

History has never belonged to those who wait for permission. It is shaped by those who dare to step forward, who challenge conventions, and who refuse to be confined by the limitations of the past. The 100 Davos Women x Loft of Shared Dreams panel was not just a discussion – it was a call to action, a declaration of intent, and a testament to the power of female leadership in defining the next era of progress.

Featuring Dr. Anino Emuwa, Alla Ouvarova, Biljana Braithwaite, Pumela Salela, and Ayumi Moore Aoki, this gathering of visionary women did not ask for a seat at the table – they built their own. Their message was as unapologetic as it was undeniable. The future of leadership is not simply about gender parity – it is about redefining the very essence of leadership itself. The world is evolving at an unprecedented pace, and leadership that is inclusive, adaptable, and purpose-driven is no longer an option – it is a necessity.

This was not a panel of aspiration but of execution, of influence in motion, of impact that ripples far beyond the walls of Davos. These women are not just participating in change – they are engineering it, accelerating it, and ensuring that leadership is no longer dictated by outdated paradigms but by those who have the courage to shape a better, more equitable future.

Entrepreneurship 3.0 – The New Standard of Success

The modern entrepreneur is more than a business builder – they are architects of change, shaping industries and redefining impact.

The Entrepreneurship 3.0 panel, featuring Raffael Fiechter, Mirabela Lauterbach, Lisa Christen, Kristina Thaden, and Annina Müller, made one thing clear – success today is measured not just by growth but by contribution. Profit without purpose is empty. Leadership without legacy fades. The entrepreneurs who will define the future are those who build with intention, inclusivity, and a commitment to lasting impact.

True leadership in entrepreneurship lies in creating solutions that endure, businesses that uplift, and ecosystems that foster collective progress. The most influential founders will not be those who scale the fastest but those who build with purpose, create with conscience, and redefine success as something far greater than themselves.

Conclusion

The Loft of Shared Dreams – A Movement Beyond Davos

The World Economic Forum in Davos is where ideas take center stage, but their true impact is measured in what follows. The Loft of Shared Dreams was not just a gathering – it was a movement that did not fade when the summit ended but expanded with every action it inspired.

As the conversations of WEF 2025 echo into boardrooms and decision-making spaces worldwide, those who stepped into the Loft did not just listen – they committed to action. The real work begins now, and by Davos 2026, the ideas sparked here will have already begun shaping the future.

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© Simone Lombard

The Loft of Shared Dreams – The Hidden Pulse of Davos 2025