“The impossible is not a matter
of imagination, but of method.”
Josep Plana
Founder & Creative Director
of La Puta Suegra
Josep Plana
Founder & Creative Director of La Puta Suegra
A practice built between culture, production and hospitality
Josep Plana did not arrive in the world of celebrations from decoration or wedding coordination. He arrived from culture, communication, television, contemporary art, architecture and production.
For over two decades he has worked on projects where an idea is not enough. It must be turned into structure. Teams must be directed. Timings must be ordered. Space must be read. You must understand the camera, the guest, the client, the protocol, the reputation, the budget and the margin of error. That perspective is the foundation of La Puta Suegra.
Founded in 2015, La Puta Suegra was not born as a conventional wedding or event agency, but as a creative and production studio for moments of high importance. Weddings, private celebrations, brand events, cultural projects and editorial productions coexist under a single logic: directing what others merely coordinate.
In Plana’s work, a celebration is not measured solely by what is seen. It is measured by what sustains what is seen.
The narrative.
The sequence.
The proportion.
The hospitality.
The emotional tension.
The production.
The control.
The method
Nothing is impossible. It only requires method.
The phrase is not a branding device. It is a way of working. Every project directed by Josep Plana is articulated around four principles:
Narrative coherence
Every decision must belong to the same world. The invitation, the space, the music, the lighting, the gastronomy, the journey and the last gesture of the day must respond to a single intention.
Rhythm and sequence
An event is not experienced as a block. It is experienced in layers, entrances, pauses, turns, tensions and revelations. Directing the rhythm is what transforms an event into a story.
Proportion and aesthetics
Luxury is not about adding. It is about knowing when something is enough, when something must disappear and when a gesture needs scale. Aesthetics is not decoration; it is judgement.
Technical and operational control
The invisible part determines the visible part. Production, suppliers, timings, security, budget, logistics, hospitality and risks must operate with surgical precision so the result appears natural.
Before La Puta Suegra
Josep Plana has built an unusual trajectory for someone who today directs private celebrations.
For six years he served as Director of Communications at Sorigué, where he led communications, advertising, institutional relations, sponsorship, patronage and brand architecture. There he directed the group’s new brand strategy, developed with Summa Branding.
From that position he coordinated the international presentation of PLANTA, the architectural project selected by Rem Koolhaas for the 14th International Architecture Exhibition at the Venice Biennale.
He directed the communications strategy for exhibitions by Antonio López, Wim Wenders, Bill Viola and Chiharu Shiota at institutions such as the Universitat de Barcelona and the Museu Nacional d’Art de Catalunya.
He was responsible for the communicative architecture of Talking Architecture, an international platform of conversations with figures such as Iñaki Ábalos, Chris Dercon, Mark Wigley, Elizabeth Diller and Luis Fernández-Galiano, presented at the Bi-City Biennale of Urbanism/Architecture in Shenzhen.
He was co-creator of SonarPLANTA and managed the sponsorship of La Singularidad, the film by Albert Serra presented at the 56th International Art Exhibition at the Venice Biennale.
That journey explains an essential part of his current work: celebration understood as culture, architecture, communication and production.
Audiovisual direction
Josep Plana’s perspective was also shaped in audiovisual. For over ten years he directed and produced content for national television, working with networks and production companies such as RTVE, El Terrat, Mediaset and Gestmusic Endemol.
He was part of teams linked to entertainment, news, culture, music and live television programmes, and worked as a director on the Operación Triunfo Academy.
That period gave him something that remains central to how he directs events today: a sense of rhythm, an understanding of the camera, control of timings, team coordination, the ability to react in real time and an understanding of how a scene is built to be lived and remembered.
In a private celebration, as in television, what appears spontaneous almost never is.
Behind it there is structure.
Behind it there is invisible editing.
Behind it there is method.
Teaching & The transmission of knowledge
Josep Plana’s practice is not limited to production. It has also become teaching.
Plana has collaborated with Spanish university institutions across undergraduate, master’s, MBA and executive education programmes, always in areas where his trajectory has direct application: event management, communication, protocol, hospitality, gastronomy, advertising and project direction.
He has taught or mentored at ESADE, Universitat Blanquerna, Universidad de Barcelona, Escuela de Turismo y Hospitality Management Sant Ignasi, CETT Barcelona School of Tourism, Hospitality and Gastronomy at the Universitat de Barcelona, Escuela Universitaria de Hotelería y Turismo de Sant Pol de Mar at the Universitat de Girona and Basque Culinary Center. The selection is not accidental.
Within La Puta Suegra he has also developed international training programmes such as Landing, Road Show, Campus and Take Off, conceived to professionalise the sector and transmit a more structured, precise and conscious way of working.
La Puta Suegra today
In 2015, Josep Plana founded La Puta Suegra with an idea that from the very beginning exceeded the traditional category of wedding planner.
Today, La Puta Suegra operates as an International Production & Creative Studio specialising in Private Events, Brand & Cultural Events, Strategic & Creative Advisory and Media Productions. The studio has developed projects for brands such as Cartier, Puma, Puig, Oysho, Munich and Socialpoint, and directs private celebrations for international families, elite athletes and public figures whose identity, in many cases, remains protected under the studio’s confidentiality policy.
La Puta Suegra does not work from the accumulation of effects. It works from method.
Every project begins with an essential question: what must this moment mean and what structure is needed to make it work.
From there, the studio designs, directs and produces. It is not about making something beautiful. It is about building something that withstands reality.
Career timeline
2009-2015. Director of Communications at Sorigué and Fundación Sorigué.
2014. PLANTA, architectural project selected by Rem Koolhaas for the 14th International Architecture Exhibition at the Venice Biennale.
2014. Talking Architecture, international conversation platform presented at the Bi-City Biennale of Urbanism/Architecture in Shenzhen.
2014–2015. SonarPLANTA, international New Media Art open call integrated into Sónar+D.
2015. Founding of La Puta Suegra.
2020. Academic Mentorship at ESADE, MBA Final Master’s Project.
2020. Creation of Pecador in Ibiza for Nandu Jubany.
2022. Co-star of El Gran Sarao, produced by Sidecar Media TV for Warner Bros. Discovery and premiered on TNT.
Present. Founder and Creative Director of La Puta Suegra, international creative and production studio for private celebrations, brand projects, culture, strategic advisory and editorial productions.