SCENOGRAPHY ANALYSIS OF VOGUE AND HARPER'S BAZAAR LUXURY EVENT PRODUCTION

Abstract

The evolution of the luxury industry towards experiential consumption has increased the strategic importance of events as tools for creating emotional connections between brands and audiences. In this context, scenography has become a key element for communicating brand values and designing immersive experiences. Despite the growing relevance of events within luxury communication strategies, little academic research has focused on luxury events produced by fashion magazines. This study addresses this gap through an analysis of events organised by Vogue and Harper¿s Bazaar. The research is based on the analysis of six luxury events held between 2024 and 2026 in the United States, the United Kingdom, and Spain. The study examines relevant elements essential for a luxury scenography production. The findings demonstrate how current luxury trends, among others cultural connection, editorial culture, intimate experiences, multisensorial experiences monochromatic scenography and experiential is reflected through event scenography elements. The study concludes that scenography has evolved beyond a decorative function to become an experiential communication tool that strengthens brand positioning, reinforces editorial identity, and create a connection between brand and audience.