ISTITUTO MARANGONI RIYADH HOSTS “TUESDAY AT ISTITUTO MARANGONI” WITH A SESSION ON THE ART OF LUXURY MARKETING

Istituto Marangoni Riyadh welcomed creative strategist Farah Antar as part of its monthly talk series, Tuesday at Istituto Marangoni, for a session exploring the role of storytelling, identity, and strategic marketing in shaping today’s luxury brands.

During the session, Farah shared how the definition of luxury continues to evolve, with brands placing greater emphasis on building genuine connections with their audiences. She explained how a strong brand identity, authentic storytelling, and cultural relevance have become essential for creating brands that people connect with and remember.

Using recent examples from the industry, Farah highlighted campaigns that captured global attention, including Jacquemus’ campaign featuring the designer’s mother, a viral Jacquemus collaboration, and Prada’s grocery market activation. These examples demonstrated how luxury brands can remain relevant by creating moments that feel authentic, relatable, and culturally meaningful while maintaining their distinctive identity.