[en] This current work aims to study communication in the fashion industry through spaces, how these can become a differentiating symbol of Haute Couture and its distinguished value for brand identity, its consequent memorability and positioning. Through an exhaustive investigation on the behavior of the spaces and their perception before the consumer, the proposal of a scenographic work that hosts the parade of the potential line of Zara SRPLS is carried out. To this end, the variables that have an influence on capturing space have been identified and studied, on how its layout and order, as well as its aesthetics are vitally important factors for capturing the brand's message and its durability in the mind of the consumer. An exhaustive study has been carried out on the corporate identity and communication of the giant of the mass market industry, Zara. As well as the consolidated image that the public has of it and the ability of its most exclusive line, Zara SRPLS, to become a potential competitor to prêt-à-porter. The objective and raison d'être of the work reside in the use of arguments that corroborate that communication, and specifically spatial-scenographic communication, has a differentiating character that determines the line that divides the mass market and haute couture. The development of a show space as a communication strategy for Zara SRPLS to ignite a halo of aspiration to the top of Maslow's pyramid. The methodology of this study is based on research and its consequent descriptive study supported by reasoning or theoretical principles, taking care of the bibliographic review, and the analysis of scenographic cases as a method of architectural communication. The culmination of this demonstration is the scenographic design of a show for the spring-summer campaign of Zara SRPLS.

[gl] Esta actual obra ten como obxetivo o estudio da comunicación na industria da moda a través dos espacios, como estos poden convertirse nun símbolo diferenciador do Haute Couture e seu distinguido valor para a identidade de marca, sua consecuente memorabilidade e posicionamento. A través dunha investigación exhaustiva sobre o comportamiento dos espacios e sua percepción ante o consumidor, lévase a cabo a proposta dunha obra escenográfica que acolla o desfile da potencial línea de Zara SRPLS. Para isto, foron dentificadas e estudiadas as variables que teñen influencia na captación do espacio, en como sua disposición e orde, así como sua estética son factores de vital importancia para a captación da mensaxe da marca e sua perdurabilidade na mente do consumidor. Foi levada a cabo un estudio exhaustivo sobre a identidade corporativa e comunicación do xigante da industria do mass market, Zara. Así como a imaxe consolidada que ten o público sobre esta e a capacidade da línea máis exclusiva, Zara SRPLS, de convertirse nun potencial competidor de prêt-à-porter. O obxetivo e razón de ser do traballo reside na exposición de argumentos que corroboran que acomunicación, e en concreto acomunicación espacial-escenográfica, ten un carácter diferenciador que determina a línea que divide o mass market e a alta costura. O desenvolvemento do espacio dun desfile como estratexia comunicativa de Zara SRPLS para prender un halo de aspiración á cúspide da pirámide de Maslow. A metodoloxía de dito estudio básase na investigación e seu conseguinte estudio descriptivo respaldados por razonamentos ou principios teóricos, ao cuidado da revisión bibliográfica, e o análise de casos escenográficos como método de comunicación arquitectónica. A culmincación de tal demostración é o deseño escenográfico dun desfile para a campaña primavera-verán de Zara SRPLS.