Can Luxury Brands Coexist in Harmony with art, Technology and Immersive Storytelling to Reach Sublime Emotions?

This study draws on the theories of Brand Experience, Emotional Branding and Brand Symbolism to examine how branding strategies construct consumers perception examines how luxury brands enlist art, technology and immersive narrative to deliver sublime experiences of consumption. Through mixed-method research, the study integrates descriptive and correlation analyses from survey data with qualitative insights from a case study on L’Odyssée de Cartier. This research advances the luxury brand literature and provides practical implications for managers looking to develop emotional links with consumers in the sector. It emphasises the importance of more emotional, symbolically significant experiences in luxury branding. Conclusions are aligned with brand study of symbolic branding through emotional branding that may improve brand loyalty and brand value.