Scenography Out of the Box

Abstract

Scenographic studies began in the field of theater and performing arts; however, the term has reached new places. The following research seeks to understand how commerce has appropriated the concept of scenography. In order to obtain a better understanding of the concept of scenography, this work starts with a historical review of the term’s origin and its evolution, approaching the concept based on the expanded field that has changed the way this field has been seen. As a field of analysis, I used the themed stores of the Florybal Chocolates brand, especially the recently launched Império dos Dragões, in order to describe, exemplify and qualify the use of scenography as a commercial resource.