Superluxe: Luxury Branding Is A Joke

Superluxe: Luxury Branding Is A Joke

A recent satiric art project aims to move the luxury industry towards a new humble business model of experimentation and creativity.

Zackry Wiegand
  • 27 april 2010

Crystal Chou, a graduate student at the Academy of Art University, San Francisco, recently presented her thesis project, Superluxe.

She explains:

“The design project takes form as a window installation of a one-stop-shop selling do-it-yourself instant luxury branding tools. The shop is intended to poke fun at the elitist luxury industry and demonstrate that anyone can create their own luxury empire based on the current industry’s formulaic branding strategies. Through this satiric commentary, the project encourages that the luxury industry move towards a new humble business model of experimentation and creativity.”

A couple of Superluxe’s “products” include:

Superluxe- Luxury Branding Is A Joke-23

Logo Mojo: a fictitious spray product that turns a logo into “a crazy, fancy, shmancy pattern.”

Bling it up: a typical toy vending machine but dispenses capsules filled with diamonds (plastic diamond confetti).

Other items on the Merchandise List for Superluxe include: Brand In A Bag; Celebrity Endorsement Certificates;  and Can of Buzz.


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