LUXURY'S AURA BETWEEN THE PHYSICAL AND DIGITAL ENVIRONMENTS: ANALYSIS AND STRATEGIES OF THE AESTHETIC ARCHITECTURE OF THE EVENT, AND ITS IMPACT ON BRAND IDENTITY AND EXPERIENCE

Abstract

This senior thesis studies the preservation of luxury¿s aura when an event translation from the physical world to the digital environment takes place. The investigation has its basis on a qualitative and comparative analysis, developed over the cases of Gucci Cosmos London and Gucci Cosmos Land, both from the great luxurious brand Gucci. The analysis identifies the multiple equivalencies and transformations that arise throughout the translation of the experience, and name operational and aesthetic principles of help for the design of phygital brand experiences and events, especially for the luxury sector.