BEYMEN SS 2026 – House of Luxury

Brand: Beymen

Advertising Agency: Humans

Production Agency: 212 Productions

Fabrication: Strashow

Photographer&Director: Marcin Kempski

Istanbul, 01.2026

Beymen Spring Summer “House of Luxury” Themed Set Design
For the Beymen Spring Summer 2026 campaign, the set design by Sergen Şehitoğlu constructs a surreal stage that interprets Beymen’s “House of Luxury” statement through a spatial narrative.

Rather than functioning as a mere backdrop, the set is conceived as an integrated environment that establishes a dialogue with the silhouettes of the collection, positioning fashion within a theatrical framework. While evoking an open-air atmosphere, the composition maintains a strong sense of stage aesthetics. Elements such as flying fish, a monumental curved piano, clouds, sun, a grass landscape, and a theatrical curtain are orchestrated to form a controlled surreal setting — a stage where reality and fiction intersect.

The project encompasses concept development, overall design direction, spatial composition, scale and proportion studies, as well as the definition of surface and material language. The set was executed with precise placement control to ensure visual coherence. Each element is positioned within a clear architectural framework — visually present yet deliberately restrained, allowing the garments to remain central.

The project establishes a spatial connection between Beymen’s brand identity and a contemporary visual language.