The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them 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.

“OUTLAW TRIBE” NORM: Join a far-out, intense community of like-minded visionaries, creatives, and trendsetters… and participate in their culture.

“OUTLAW TRIBE” FORMS: Luxury means (safe) thrills, feeling alive. Doing something transgressive —in good company, so you feel supported. A slightly post-apocalyptic (in a fun way) vibe. Artsy, edgy, slightly dangerous people partying, celebrating, enjoying being together. Contexts seem temporary, secret, changing from one week to the next.

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