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.

“WHEREVER YOU GO” NORM: While Luxury may fetishize particular exotic locations, terroir, etc., for Super Premium-ness, places are where you go to be your unique self. “Wherever you go, go with all your heart,” said Confucius; whether or not you find the examples here persuasive, that’s the ethos one finds communicated in much high-end fashion advertising.

“WHEREVER YOU GO” FORMS: Models in exotic, picturesque locations — neither merely posing, nor obviously traveling. In fact, they seem tired of doing both. Wherever they go, there they are: fabulous, eccentric, unique.

From a 2020 audit — for a leading gin brand — of Super Premium-ness.