Marketing Code-X

Time Travel

Image for Time Travel

Chopard

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

Lady Gaga for Tiffany

TIME TRAVEL” NORM: The past is here (to misquote William Gibson), it’s just not evenly distributed. Luxury allows privileged access to the past… as though history were a nightclub with an exclusive membership.

Gucci

TIME TRAVEL” FORMS: Throwback fashion, interior design, pack architecture, etc. “Some style is legendary.”

From a 2022 study of the US Luxury space — across categories.

Tags: CODE-X