The rise of luxury “theater”

LUXURY INSIGHTS | December 14, 2025
Timeless insights for luxury brands.

A few weeks ago, my family attended a fabulous festival of lights. 

As we gazed up at the mesmerizing displays and witnessed the pure joy in my daughters’ eyes, the rise of luxury “theater” made more sense to me than ever before.

01. INSIGHT

This holiday season, luxury “theater” is on the rise as brands attempt to allure consumers into traditional retail environments, as well as to retain attention online amidst endless digital distraction.

Many well known luxury brands, such as Dior and Louis Vuitton, and luxury retailers, including Selfridges and Saks Fifth Avenue, are embracing “theatrical experiences” as a core marketing strategy.

This approach involves creating immersive, multisensory experiences that move beyond traditional advertising to foster deep emotional connections with luxury consumers.

In doing so, these brands are delighting consumers and creating lasting memories that should, in turn, retain brand awareness and result in long-term brand loyalty.

02. INSPIRATION 

“Marketing is really theater. 
It’s like staging a performance.”

— John Sculley, former CEO of Apple

03. INTENTION

While not every luxury brand has the ability to stage an actual performance, all luxury brands have the capability to surprise, delight, and enchant their clientele.

So, the question is:

What can you do to create unique and memorable experiences for your clientele?

Remember, luxury must be alluring to survive.

Make it an incredible week,

Luxury Brand Communications Strategist
Creator & Author of Luxury Insights 

ABOUT THE AUTHOR

Camilla Carboni is the silent partner behind many of the world’s most sought-after brands. She offers Luxury Brand Consulting, Auditing, SEO, and Copywriting to established and emerging luxury brands across the globe.

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