observations in the luxury industry

Project Summary

Since the late 80s, the luxury goods industry has steadily grown into a multi-billion dollar behemoth that manufactures and sells image, status, and extravagance to consumers of all social classes.

With the continued expansion of luxury power houses, the industry has become relentlessly focused on the bottom line. Rather than keeping these luxury groups running by pumping out highly priced, blatantly branded and over-marketed goods, it is time for the industry to redefine luxury and return to reason, decency, discretion, beauty, and creativity. Right now is the perfect moment to put away the bells, plug up the whistles, and build a new image for the industry. Boring bling is over.

Luxury shouldn’t be standard. Luxury should be super.

This design project will take form as a pop-up window installation promoting a satirical catalog of products that provide customers with a toolkit for instant luxury branding success. These fictitious products are intended to draw attention to the branding mystique and marketing gimmicks that currently make luxury luxurious.

**Installation on view until May14th June 12 at 74 New Montgomery. Cross streets are Annie and Jessie.

Superluxe is a MFA design thesis project by Crystal Chou, a graduate student at the Academy of Art University, San Francisco. To see more of my work, please visit

This blog documents my thoughts, ideas, findings, research and design process. If you have any comments, inquiries, or would like to receive printed material don’t hesitate to contact