The Superluxe shop: “fictitious do-it-yourself instant lux branding kits”

Posted by Rob Walker on April 25, 2010
Posted Under: Imaginary Brands

[April 28 2010 update: Some better pictures here. Also, PSFK has picked up on this. But if you read Murketing, you got it here first.]

Here’s something pretty cool: Crystal Chou, a graduate student at the Academy of Art University, San Francisco, will tomorrow present her thesis project, Superluxe. This pop-up window installation will be up from April 26 – May 14 at 74 New Montgomery St., San Francisco.

The Superluxe blog explains:

This design project will take form as a window installation of a one stop shop selling do-it-yourself instant lux 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.

Needless to say: This is my kinda thing and I wish I could see it in person. Maybe you can? Here are a couple of Superluxe’s “products”:

“Logo Mojo and it comes in a form of a spray. It’s a fictitious product that turns a logo into a crazy, fancy, shmancy pattern.”

“Bling it up is 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; Can of Buzz; etc.

If you get to peek at this, please let me know.


Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Reader Comments

Sounds cool–I will run over to see it and tell you all…

Written By Susan on April 25th, 2010 @ 8:51 pm

I saw it and I’m sorry to say, it didn’t impress me. It consists mainly of mass-produced plastic bottles and other containers with paper labels applied to them. Interesting concept, but seems very basic in execution.

Written By James on June 3rd, 2010 @ 2:14 pm