Brand Tone

Sophisticated, Aspirational, and Value-Conscious. Elevated and knowledgeable, using evocative language to appeal to design aficionados who appreciate quality and smart acquisition.

Brand Values

• •Design Excellence & Curation: Expertly selected collection of iconic and contemporary designs.
• •Accessibility & Value: Making high-end design more attainable through exclusive prices for authentic pieces.
• •Sustainability & Second Life: Offering ex-display and second-life pieces, giving classic designs a new home.
• •Authenticity & Quality: Ensuring fully functional, carefully inspected pieces, maintaining the parent brand's standards.

Best Practices

• •Use Elevated, Evocative Language: Employ phrases like 'exclusive prices,' 'reimagined,' and 'second-life' to frame purchases as sophisticated discoveries, not bargain hunts.
• •Tell a Story: Focus on the history, designer, and craftsmanship of each piece, emphasizing its legacy and emotional value.
• •Emphasize Scarcity and Exclusivity: Use terms like 'limited-time offer,' 'final chance,' and 'one-of-a-kind' to create urgency and highlight unique opportunities.
• •Be Transparent about the 'Second-Life' Aspect: Address item conditions positively with phrases like 'carefully inspected' and 'may show minor signs of its previous life,' building trust.
• •Maintain a Consistent Visual and Verbal Identity: Ensure the sophisticated, minimalist aesthetic and refined tone are consistent across all communications to reinforce premium positioning.

Social Perception

LuminaireX is perceived as the insider's gateway to an exclusive design world, offering a smart, sophisticated way to acquire timeless, high-quality furniture. It attracts a design-savvy audience that values the history and origin of pieces, seeing 'Open Box' as a mark of a good find.

Copy Examples

• •The Art of Living. The Science of Value. An icon of comfort, reimagined. This [Designer Name] sofa, offered in our Open Box Collection, brings with it a story of exceptional design. Now, it's ready for its next chapter with you. Discover curated, second-life pieces at prices that honor both craftsmanship and curiosity. #LuminaireX #DesignReimagined #SecondLife
• •X Marks the Spot. Your final opportunity to own a piece of design history. Explore our curated Open Box Collection of ex-display and second-life icons from the world's most revered designers, available at exclusive prices. [Shop The Collection]
• •Don't Just Furnish. Curate. For the discerning eye, true value lies in timeless design. The LuminaireX Open Box Collection offers carefully inspected, authentic pieces from designers like [Designer A] and [Designer B]. High-quality design, now within reach. Explore the collection and find your treasure.
• •Subject: Now Showing: Reimagined Icons at Exclusive Prices. Greetings from LuminaireX, where great design gets a second life. This week, we've added a limited selection of floor models and ex-display lighting and furniture to our Open Box Collection. Illuminate your space with captivating designs, fully inspected and ready to ship. Seize this chance before they're gone.
• •Product Name: [Product Name] - Open Box Description: A clever interpretation of life's necessities, this [Product Type] by [Designer Name] is an icon of form and function. This piece is part of our ex-display collection and has been carefully inspected to meet our rigorous quality standards. It may show minor signs of its previous life in our showroom, a testament to its journey. A rare opportunity to elevate your space with exceptional design.