Marketing Code-X

Museum Quality

Image for Museum Quality

Bulgari 2022

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.

Fur Oil

MUSEUM QUALITY” NORM: Life life among works of art — as though you were a work of art, too.

Rimowa

MUSEUM QUALITY” FORMS: People posed with statues and works of art. Products on plinths and otherwise on display. Museum-like contexts. Sometimes a rather irreverent feeling — as though you’re allowed to touch the art. Language suggesting one-of-a-kind treasures. “A travel icon.”

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

Tags: CODE-X, Luxury