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Agency Case Studies in Luxury, Automotive, Watch/Jewellery & Hospitality: Research & Maison Lumen Template

Summary of work performed: Read BRIEF.md to align with Maison Lumen’s positioning (“quiet luxury; restraint over spectacle, craft over campaigns, proof over adjectives; WCAG 2.2 AA; static HTML/CSS/JS”) and examined 10 live, published agency case studies across luxury maisons, electric and heritage automotive, haute horology/fine jewellery, and luxury hospitality. No files were created or modified (read-only task).

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1. Cross-Case Overview

#	Agency	Client / Brand	Sector	Case Study Word Count (Body)	Visual Assets (Images / Video)	Visual-to-Text Viewport Ratio
1	AKQA	LOEWE (Casa LOEWE)	Luxury House	~290 words (409 total page)	11 images, 4 videos, 6 figures	~80% visual / 20% text
2	AKQA	ALAÏA (Sculptural Beauty)	Luxury Couture	~430 words (617 total page)	37 images, 15 videos, 14 figures	~85% visual / 15% text
3	BASIC/DEPT®	Gucci (Gucci Ancora)	Luxury Fashion	~560 words (987 total page)	15 images, 1 video, 37 figures	~80% visual / 20% text
4	Stockholm Design Lab	Polestar (Brand & Digital)	Automotive (EV)	~480 words (648 total page)	70 images, 20 videos	~90% visual / 10% text
5	Hypersolid	Polestar (Polestar.com)	Automotive (EV)	~410 words (640 total page)	13 images, 1 video, 11 figures	~75% visual / 25% text
6	Pentagram	Ferrari (Under the Skin)	Automotive (Heritage)	~550 words (755 total page)	13 images, 30 figures	~80% visual / 20% text
7	Decimal Studios	Audemars Piguet (AP Chronicles)	Watch / Horology	~210 words (272 total page)	13 images	~85% visual / 15% text
8	makemepulse	Audemars Piguet (House of Wonders)	Watch / Horology	~620 words (874 total page)	36 images, 13 videos	~80% visual / 20% text
9	Construct London	Boodles (Brand Transformation)	Fine Jewellery	~240 words (263 total page)	11 images, 4 videos	~85% visual / 15% text
10	AKQA & Construct	Cheval Blanc & Aman	Luxury Hospitality	~210–290 words (257–322 total)	9–12 images, 8–10 videos	~85% visual / 15% text

(Bonus technical/design-system benchmark cited below: Bonhomme for TAG Heuer Connected and AREA 17 for Accor Live Limitless).

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2. Analysis of 10 Published Case Studies

1. AKQA — LOEWE: Casa LOEWE (Luxury Digital Flagship)

• Source: https://www.akqa.com/work/loewe/casa-loewe/
• Structure: Three-act editorial structure labeled Insight (“LOEWE does it differently” — framing the Spanish heritage house, leather craft, and LOEWE FOUNDATION Craft Prize), Idea (“An art gallery inspired UX/UI system to honour LOEWE’s commitment into art”), and Impact (“An infinite online gallery anticipating and empowering all future brand needs”). Challenge and Execution are woven into Insight and Idea rather than separated into rigid sub-headers.
• Length & Image vs. Text: ~290 words of case copy (409 words total on page) paired with 11 images, 4 looping video/iframe embeds, and 6 <figure> blocks (~80% visual / 20% text).
• Metrics & Credibility: Lists three hard commercial metrics at the close: Sales vs. previous year: +165%, Conversion rate: +108%, Product exploration per session: +20%, plus operational scope (launched within 6 months across 4 languages and 20+ markets). Credibility is moderate-to-high: the operational scope (6 months, 4 languages, 20+ markets) is verifiable, while the percentage lifts (+165% sales, +108% CVR) are strong relative indicators but lack baseline denominators or attribution windows.
• Client Credit: Centres Creative Director Jonathan Anderson with a direct pull-quote (“I like classicism meets modernity… I like contradictions that work”) and credits the house’s artisans and foundation before describing AKQA’s UX/UI system, concluding with a live link (loewe.com ↘).

2. AKQA — ALAÏA: A Digital Space Built with Intention (Luxury Couture Flagship)

• Source: https://www.akqa.com/work/alaia/a-digital-space-built-with-intention/
• Structure: Explicitly labeled sections: Problem (translating Azzedine Alaïa’s sculptural mastery under Creative Director Pieter Mulier without compromising commerce), Background, Ambition (“mirrors the intimacy of the boutique”), IDEA: Sculptural Beauty (treating negative space as fabric; black, white, and ALAÏA red; silhouette scroll and 360° product views), Role (numbered 01 to 08: Design concept, Design system, Design templates, Module library, Contribution guidelines, Social launch assets, Visual expression, Product experience), and Result.
• Length & Image vs. Text: ~430 words of body copy (617 words total on page) vs. 37 images, 15 video players, and 14 figures (~85% visual / 15% text).
• Metrics & Credibility: Zero quantitative performance metrics. Instead, the proof is structural and deliverable-based: the 8 numbered deliverables (01 Design concept through 08 Product experience) and visible UI artifacts. In ultra-luxury fashion, omitting conversion percentages is common due to strict client NDAs; listing concrete system deliverables (“Module library”, “Contribution guidelines”) is highly credible as scope proof.
• Client Credit: Explicitly names founder Azzedine Alaïa and current Creative Director Pieter Mulier, framing the agency’s work as following the house’s lead (“We began as ALAÏA would, with form”).

3. BASIC/DEPT® — Gucci: Gucci Ancora (Luxury Runway & Digital Ecosystem)

• Source: https://www.basicagency.com/case-studies/gucci-ancora
• Structure: Project Focus / Deliverables list (Digital Strategy, Visual Language, Content Direction, Website Design, Interactive Style Guide) → Challenge (Sabato De Sarno’s debut SS24 show in Milan with zero final photography available until the live runway walk) → Approach (building a scalable system in a few weeks) → Execution Vignettes (Live + Post Show Experience, Working Within A System, From the Runway to a Fullscreen Experience, De Sarno’s First Show, Make Up at the Show, Friends of the House) → Problem / Solution 3-row architectural breakdown (headless CMS locale controls, static bundle deployment for page speed, flexible component library).
• Length & Image vs. Text: ~560 words of case study text (987 words total on page) vs. 15 images, 1 hero video, and 37 <figure>/<picture> containers (~80% visual / 20% text).
• Metrics & Credibility: Reports operational and architectural metrics rather than revenue: rolling live content across 15 languages, each with its own localized site, reused across 3 subsequent major brand moments (Holiday Gift Giving and two additional runway shows), and static bundle deployment for page-speed performance. High credibility because technical architecture and reuse across 15 localized sites are concrete, inspectable facts.
• Client Credit: Credits “The House of Gucci” and Creative Director Sabato De Sarno, explicitly stating that the House established the core “Gucci Ancora” crimson branding system and BASIC/DEPT® worked “within a system” to push and apply it digitally.

4. Stockholm Design Lab (SDL) — Polestar: Pure Progressive Performance (Electric Automotive Identity & Digital)

• Source: https://www.stockholmdesignlab.se/work/polestar
• Structure: Unlabeled continuous editorial narrative interspersed with full-bleed imagery and captions: Origin & Challenge (spinning Polestar out of Volvo/Geely racing into an independent electric performance marque) → Strategic Role & Scope (holistic visual identity, digital, retail, motion) → Execution Details (the Northern Star symbol, the typographic marking system as identity backbone, custom Unica77 Polestar Var single-weight font with variable letter-spacing, monochrome retail spaces) → Chronological Proof / Milestones (2017 Shanghai launch, four car models launched, 2019 Milan Design Week, 2025 F.A.T. Ice Race, 2025 Mille Miglia Green 1st place for Polestar 4, Gran Turismo 7 integration).
• Length & Image vs. Text: ~480 words of body text (648 words total) against 70 images and 20 videos (~90% visual / 10% text). Every paragraph is essentially an extended caption for a specific artifact (type specimen, UI screen, vehicle badge, spatial interior).
• Metrics & Credibility: Uses product and cultural milestones instead of marketing KPIs: 4 production car models brought to market, 8+ year continuous agency partnership (2017–2025), and 1st place at the 2025 Mille Miglia Green. Very high credibility: longevity of retainer (2017–2025) and named typeface/industrial artifacts (Unica77 Polestar Var) are indisputable proof of craft.
• Client Credit: Credits owners Volvo and Geely, co-collaborators Teenage Engineering and Uniplan, and explicitly credits visual production at the top of the page: “Imagery by Polestar, Edithouse and Superstudio.”

5. Hypersolid — Polestar: Designing the Future of Sustainable Mobility (Automotive Digital Flagship)

• Source: https://www.hypersolid.com/work/polestar-partnership
• Structure: Tags (ED Experience & Design, SI Strategy & Identity, DS Design System) → Ambition / Challenge (building an EV performance brand from scratch in 2019 with no legacy infrastructure) → Four Chronological Phases: Phase 1: Create the landscape (launching Polestar.com as the singular D2C sales and brand channel without dealerships), Phase 2: Hit the road, take on the world (quarterly activations + evergreen organic content), Phase 3: Accelerate momentum (localizing performance toolkits), Phase 4: Onwards to the future (global scaling).
• Length & Image vs. Text: ~410 words of unique body copy (640 words total) with 13 images, 1 showreel video, and 11 figures (~75% visual / 25% text).
• Metrics & Credibility: Focuses on time-to-market and market expansion: designed and launched Polestar.com within 6 months, scaled from 10 to 22 markets in Phase 3, and 20 to 30 global markets by 2022 as the 100% direct-to-consumer sales channel. High credibility for operational rollouts; avoids inflated ROAS claims.
• Client Credit: Positions Polestar as the visionary lead (“Polestar set out with a visionary goal… Together with Polestar we created a whole new digital landscape”), framing Hypersolid as the global digital partner chosen in 2019.

6. Pentagram — Ferrari: Ferrari: Under the Skin (Heritage Automotive Identity & Exhibition)

• Source: https://www.pentagram.com/work/ferrari-under-the-skin
• Structure: Pull-quote highlights (7 summary callouts in the header carousel) → Context & Challenge (celebrating 70 years of Ferrari without falling into “red and clichés of masculinity”) → Archive Insight & Materiality (mining 1960s Carrozzeria Scaglietti material swatches, modelling clay, and vintage yearbooks) → Execution (colour palette from Scaglietti swatches, supergraphic condensed typography from vintage posters, wayfinding extrapolated from Maranello factory floor markings, two 6-metre cinematic installations using 100+ archival clips) → Structured Credits Footer.
• Length & Image vs. Text: ~550 words of narrative text (755 words total) paired with 13 images and 30 <figure> blocks (~80% visual / 20% text).
• Metrics & Credibility: Cites tangible physical/archival scale: 70-year history, 6 thematic sections, £140m worth of rare cars, 100+ archival film clips, and a 6-metre-wide gallery screen. Very high credibility: concrete curatorial facts that prove craft rather than marketing hype.
• Client Credit: Features the industry’s most transparent credit taxonomy at the bottom: separate headings for Client (The Design Museum in collaboration with Ferrari S.p.A. and Museo Ferrari, Maranello), Curators (Andrew Nahum and Gemma Curtin), Partner (Marina Willer), Project Team (9 named Pentagram designers), Collaborators (Paul Zak), and Exhibition Photography (Luke Hayes and Hamlet Auyeung).

7. Decimal Studios (with Bonjour Paris) — Audemars Piguet: AP Chronicles (Haute Horology Digital Archive)

• Source: https://decimalstudios.com/projects/ap-chronicles
• Structure: Intro / Brief (honoring the 50th anniversary of the Royal Oak for Audemars Piguet alongside partner agency Bonjour Paris) → A journey through time (UX/navigation insight serving both newcomers and diehard collectors via a dense timeline view) → Smart, fast, expansive (technical execution: AEM headless CMS, Vue front-end, dedicated Elasticsearch instance, automated WCAG AA and SEO scans) → Edutainment (interactive knowledge modules) → Three-Column Team Credits.
• Length & Image vs. Text: Ultra-concise at ~210 words of narrative copy (272 words total including credit lists) and 13 high-resolution UI/watch images (~85% visual / 15% text).
• Metrics & Credibility: Instead of traffic vanity numbers, cites technical & compliance standards: WCAG AA accessibility compliance, high SEO performance via automated scans, and Elasticsearch multi-faceted indexing on Adobe Experience Manager. High credibility—especially relevant to Maison Lumen’s WCAG 2.2 AA mandate.
• Client Credit: Exemplary tripartite credit block at the bottom of the page listing individual human names by organization: Decimal (5 named team members), Bonjour Paris (7 named team members), and Audemars Piguet (5 named client stakeholders: Adrien Chereau, Audrey Kraber, Jerome Lorido, Marie Savoini, Ugo Minniti).

8. makemepulse — Audemars Piguet: The House of Wonders (Haute Horology 150th Anniversary Ecosystem)

• Source: https://www.makemepulse.com/case-study/audemars-piguet-the-house-of-wonders
• Structure: Co-authored Header (“An original experience by makemepulse and Audemars Piguet”) → Executive Summary (celebrating 150 years via a trilogy of web, AR, and WebXR experiences) → Part 1: The House of Wonders Website (20 interactive 3D/CGI rooms) → Part 2: Portal Quest (mobile browser WebAR escape game in Shanghai connected to Le Brassus) → Part 3: The Journey of an Idea (three symbolic spaces: Imagination Workshop, Alchemist Forge, Astronomical Observatory) → A Celebration in Numbers → Awards & Press Citations.
• Length & Image vs. Text: ~620 words of body text (874 words total) with 36 images and 13 videos (~80% visual / 20% text).
• Metrics & Credibility: Dedicated bulleted section (“A Celebration in Numbers”): 400,000+ visitors across the platforms in the first months, 10-minute average dwell time on The House of Wonders website, 80% engagement rate, and thousands of AR quests completed globally, backed by 3 Awwwards/FWA accolades and 6 named trade press links (AdAge, Little Black Book, Media Marketing, etc.). Moderate-to-high credibility: the 10-minute dwell time and 400,000+ visitors are specific and corroborated by third-party press and award juries, though “80% engagement rate” lacks a precise event definition. Also compare Bonhomme’s TAG Heuer Connected case study (https://bonhommeparis.com/en/projects/th-connected-2020, 718 words, 3 images, 4 videos), which pairs qualitative conversion goals with 3 named Awwwards trophies (Mobile Excellence, Honorable Mention, Developer Award) and an 8-question FAQ addressing luxury UX and scroll-driven 3D.
• Client Credit: Places Audemars Piguet on equal creative footing in the subtitle (“An original experience by makemepulse and Audemars Piguet”), refers to the client respectfully as “the Fine Watchmaking Manufacturer”, and links directly to the client and press coverage.

9. Construct London — Boodles: Building a Brand Six Generations in the Making (Fine Jewellery)

• Source: https://constructlondon.com/work/boodles
• Structure: Strictly follows Construct London’s signature three-part luxury template: Scope Tags (Brand Strategy, Brand Creation, Art Direction, Print & Packaging, Brand Communication) → INSIGHT (founded in 1798 in Liverpool; the Wainwright family wanted to reflect a shift in fine jewellery toward wearable pieces, self-purchasing, and modernity) → IDEA (embracing Boodles pink, casting Sophie Dahl in an “unstyled” aesthetic where the jewellery is the main event, evolving into a multi-year 360° identity overhaul) → IMPACT → WITH THANKS TO.
• Length & Image vs. Text: ~240 words of body copy (263 words total) with 11 images and 4 videos (~85% visual / 15% text).
• Metrics & Credibility: Avoids raw financial figures (private family-owned house) and instead cites longevity and third-party institutional recognition: “substantial sales growth, and in 2023 was awarded Walpole British Luxury Brand of the Year.” High credibility: external luxury guild awards (Walpole) validate commercial and cultural impact without breaching private family financial confidentiality.
• Client Credit: Explicitly credits the owning Wainwright family in the narrative, talent collaborator Sophie Dahl, and ends with a dedicated “WITH THANKS TO: Boodles” footer block.

10. AKQA — Cheval Blanc (The Art of Surprise) & Construct London — Aman (A Unified Identity for a Global Icon) (Luxury Hospitality)

• Sources: https://www.akqa.com/work/cheval-blanc/the-art-of-surprise/ and https://constructlondon.com/work/aman (with scale comparison to AREA 17 — Accor Live Limitless at https://area17.com/clients/accor)
• Structure: Both use the ultra-luxury triad Insight → Idea → Impact (~210–290 words):
  • Cheval Blanc (AKQA): Intro (extending LVMH’s Art de Vivre online as a prelude to arrival) → Insight (“Every destination, a new discovery”) → Idea (“Crafting a sensorial user journey” transforming booking into storytelling) → Impact (“An enduring invitation” reflecting L’Art de Recevoir).
  • Aman (Construct London): INSIGHT (2014 board audit: 26 destinations each had a fragmented identity diluting the masterbrand) → IDEA (unifying masterbrand architecture + bespoke alphabet of elemental symbols inspired by pre-Roman pictograms, petroglyphs, and futhark) → IMPACT (10-year enduring platform enabling expansion into city hotels, residences, wellness, and membership).
  • By contrast, AREA 17’s Accor (ALL.com) case study (https://area17.com/clients/accor) uses a 5-chapter product-engineering narrative (~690 words, 28 images, 14 videos) covering loyalty UX, a Storybook WCAG AA design system, and rapid 4-month platform launches.
• Length & Image vs. Text: Cheval Blanc has 257 total words (9 images, 8 videos); Aman has 322 total words (12 images, 10 videos)—both ~85% visual / 15% text.
• Metrics & Credibility: Ultra-luxury hospitality houses (Cheval Blanc, Aman) disclose zero conversion percentages, relying instead on portfolio/architectural facts (Aman: 26 destinations unified, 10+ years of continuous use since 2014, 5 new brand extensions unlocked). Enterprise hospitality (AREA 17 / Accor) discloses system scale: 5,500+ properties across 110+ countries, 90M+ loyalty members served, WCAG AA Storybook component library, and 4-month time-to-market for Accor Apartments & Villas. Both approaches are highly credible because they state verifiable structural facts rather than unverified percentages.
• Client Credit: AKQA credits LVMH and Cheval Blanc’s Maisons (Visit chevalblanc.com ↘); Construct London credits Aman’s founder and board and closes with “WITH THANKS TO: AMAN”.

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3. Synthesis: Patterns Across Successful Luxury Case Studies

1. The “Insight → Idea → Craft → Proof” Spine Dominates: Across AKQA (Casa LOEWE, Cheval Blanc) and Construct London (Aman, The Lana, Boodles), luxury agencies reject verbose agency jargon in favor of a tight 3- or 4-part spine: Context/Challenge → Insight → Idea/Execution → Impact.
2. Word Counts Are Restraint-First (250–650 Words): None of the 10 case studies exceed 700 words of main body copy. The median body text length is ~420 words. Visuals occupy 80%–90% of the vertical scroll, typically mixing 10–35 still frames with 4–15 silent looping motion clips.
3. What Makes Metrics Credible in Luxury:
   • Low credibility / rarely used by top luxury agencies: Uncontextualized “300% traffic boost” claims or ad-spend ROAS numbers, which feel mass-market and violate luxury discretion.
   • High credibility in luxury: (a) Architectural & compliance metrics (e.g., Decimal Studios citing automated WCAG AA compliance for Audemars Piguet; AREA 17 citing a WCAG AA Storybook library and 4-month launch for Accor; BASIC/DEPT® citing static bundle deployment across 15 localized sites for Gucci Ancora), (b) Dwell time and depth of exploration (makemepulse citing 10-minute average dwell time for AP House of Wonders; AKQA citing +20% product exploration per session for LOEWE), and (c) Enduring longevity & institutional accolades (SDL’s 2017–2025 partnership with Polestar; Boodles’ Walpole British Luxury Brand of the Year via Construct London).
4. How Clients Are Credited: The agency never claims sole authorship of the house’s taste. Top case studies name the house’s founder, creative director, family stewards, or internal team by name (e.g., Jonathan Anderson at LOEWE, Pieter Mulier at ALAÏA, Sabato De Sarno at Gucci, the Wainwright family at Boodles, and the 5 named Audemars Piguet client leads in Decimal Studios’ credit roll).

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4. Template for a Maison Lumen Case Study Page

Aligned with BRIEF.md (“Quiet luxury. Restraint over spectacle, craft over campaigns, and proof over adjectives… static HTML/CSS/JS, WCAG 2.2 AA”), each Maison Lumen case study should target 350–450 words total, 12–16 curated visual plates (~85% visual / 15% text), and follow this exact 6-section structure:

# [House Name] — [One-Line Poetic but Concrete Subtitle, e.g., "The Digital Atelier for a 12-Piece Horology House"]

**Metadata Bar (dl/dt/dd)**
- **House:** [Client Name, Location — e.g., Geneva / Modena / Private Archipelago]
- **Commission:** Brand Story & Voice · Visual Identity · Digital Flagship (`index.html`)
- **Year:** [Year]
- **Standard:** WCAG 2.2 AA Verified · Static Zero-Framework Architecture
- **Flagship:** [Link to built client site: `../../sites/<slug>/index.html`]

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## 01. The House & The Refusal (Challenge) [~60–75 words]
State who the house is, how rarely its clients buy, and **what the house refuses to do** (e.g., no configurator gimmicks, no public booking engines, no pop-ups, no dark-pattern urgency). Explain the friction between the house's physical craft and a conventional luxury website.

> [Full-bleed Hero Plate: Still image of the flagship homepage in context + descriptive `alt` text]

## 02. The Insight [~60–75 words]
One sharp observation from studying the house's physical materials, archives, or guest ritual (inspired by Pentagram's Scaglietti swatches for Ferrari or Construct's elemental alphabet for Aman). Include one short pull-quote from the House's founder, master watchmaker, chief engineer, or estate host.

> [2-Column Plate: Left — Physical craft/material detail (leather, hand-bevelled bridge, limestone); Right — Digital translation (colour token, typographic specimen, icon grid)]

## 03. The Digital Flagship (Idea & Execution) [~140–170 words]
Divide into 3 numbered craft notes (01 Identity & Voice, 02 Spatial Rhythm & Interaction, 03 Engineering & Accessibility):
- **01 Identity & Voice:** Colour palette (with exact hex codes and contrast ratios), typography, monogram/icon set, and editorial restraint.
- **02 Spatial Rhythm:** How the page paces discovery before the product/invitation—treating the website as the boutique, not the brochure.
- **03 Engineering & Accessibility:** How the static HTML/CSS architecture achieves sub-second rendering, keyboard focus visibility, real HTML text (zero baked-in image text), and `prefers-reduced-motion` poise.

> [6–8 Visual Plates: Desktop and mobile viewports, typography/monogram sheet, keyboard focus state detail, and interaction states]

## 04. Proof (Results & Verification) [~50–70 words + 4-stat grid]
Replace unverifiable marketing adjectives with a 4-column **Proof Block** combining verified technical craft metrics and commercial/engagement indicators:
- **[Metric 1 — Technical Speed]:** e.g., `0 KB` JS frameworks / `< 0.8s` First Contentful Paint
- **[Metric 2 — Accessibility]:** `100% WCAG 2.2 AA` (min contrast ratio `X.X:1`, full keyboard navigation, `prefers-reduced-motion` honoured)
- **[Metric 3 — Engagement Depth]:** e.g., `[X] min` median reading/exploration time or `[X]%` private inquiry / salon appointment completion
- **[Metric 4 — Deliverable Scope]:** e.g., Bespoke monogram, `[X]`-icon set, art direction, and zero-dependency digital flagship

## 05. In Partnership With (Credits) [~30–40 words]
A three-column credit block modelled on Pentagram and Decimal Studios:
- **The House ([Client Name]):** Named founder / creative director / archivist / host
- **Maison Lumen (Paris & Milan):** Brand Strategy, Identity, Art Direction, Interface Engineering
- **Accessibility & UX Review:** Independent audit (`reviews/<slug>.md`)

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5. What Maison Lumen Should Do (8 Concrete, Testable Recommendations)

1. Cap case study body copy between 350 and 500 words across exactly four narrative headings (01 The House & The Refusal, 02 The Insight, 03 The Digital Flagship, 04 Proof).
   • Why: Matches the empirical sweet spot of AKQA’s ALAÏA (430 words), Hypersolid’s Polestar (410 words), and SDL’s Polestar (480 words).
   • Test: Word count of <main> prose (excluding metadata and credits) is >= 350 and <= 500 words.
2. Maintain an 80:20 visual-to-text vertical scroll ratio using 12–16 static HTML <figure> plates with visible <figcaption> technical notes.
   • Why: Like Stockholm Design Lab’s Polestar page and Pentagram’s Ferrari page, luxury case studies let the work speak first and use short captions to explain material and typographic decisions.
   • Test: Each case study contains 12–16 <figure> elements, every <img> has a descriptive alt attribute (>= 10 words), and every <figure> has a concise <figcaption>.
3. Pair every physical brand cue with its digital counterpart in a dedicated “Material-to-Screen” comparison block.
   • Why: Pentagram’s Ferrari case study derives its palette from 1960s Scaglietti swatches and wayfinding from Maranello factory floor markings; Construct’s Aman case study derives its glyph system from pre-Roman petroglyphs.
   • Test: Section 02 of each case study explicitly documents the physical inspiration alongside the exact hex colour tokens (with WCAG contrast ratios) and typeface specimens used in sites/<slug>/styles.css.
4. Publish verifiable engineering and WCAG 2.2 AA metrics alongside behavioural engagement metrics—never uncontextualized ROAS or discount-driven e-commerce stats.
   • Why: Following Decimal Studios’ Audemars Piguet case study (WCAG AA + automated scans), AREA 17’s Accor case study (AA-compliant component library), and BASIC/DEPT®’s Gucci Ancora case study (static bundle speed), technical proof reinforces Maison Lumen’s “proof over adjectives” rule.
   • Test: The 04 Proof block includes at least two inspectable technical metrics (e.g., measured WCAG contrast ratio, total page weight in KB, zero external JS dependencies) and at least one behavioural/appointment metric (e.g., dwell time or private salon/allocation inquiries).
5. Include a numbered “Deliverables & Craft System” list (01 to 06) rather than generic service buzzwords.
   • Why: AKQA’s ALAÏA case study uses an 8-part numbered role breakdown (01 Design concept to 08 Product experience) to prove structural depth without violating client NDAs.
   • Test: Each case study includes an <ol> of 4–6 numbered deliverables mapping directly to the artifacts in clients/<slug>/assets/ and sites/<slug>/ (e.g., Monogram & Icon Set, Colour & Type System, Digital Flagship, Accessibility Architecture).
6. Show Accessibility as Luxury Craft (keyboard focus rings and prefers-reduced-motion states as visible design artifacts).
   • Why: Most luxury agencies claim immersive motion (makemepulse, Bonhomme) but fail accessibility. Only Decimal Studios and AREA 17 highlight WCAG AA compliance in their luxury/hospitality case studies. Making accessibility visible differentiates Maison Lumen.
   • Test: Every Maison Lumen case study includes one callout or visual plate showing the bespoke keyboard :focus-visible treatment and documenting how the flagship behaves under @media (prefers-reduced-motion: reduce).
7. Credit the client’s named craftspeople and creative leaders alongside Maison Lumen’s Paris/Milan studio in a structured three-column footer.
   • Why: Modeled on Decimal Studios’ Audemars Piguet credits, Pentagram’s Ferrari credits, and AKQA’s Jonathan Anderson quote for LOEWE, naming the house’s stewards signals a peer partnership rather than vendor boastfulness.
   • Test: Each case study ends with a <dl> or 3-column credit section naming the House’s key figures (from clients/<slug>/profile.md), Maison Lumen’s disciplines, and a direct link to the live flagship (../../sites/<slug>/index.html).
8. Ban superlative adjectives (“stunning”, “world-class”, “cutting-edge”, “bespoke luxury”, “revolutionary”) from case study copy.
   • Why: Directly enforces Maison Lumen’s positioning in BRIEF.md (“restraint over spectacle, craft over campaigns, and proof over adjectives”) and mirrors the understated editorial tone of Construct London and Stockholm Design Lab.
   • Test: Run a case-insensitive grep across all case study HTML/Markdown files for banned superlatives (stunning|world-class|cutting-edge|revolutionary|unparalleled|breathtaking|seamless); the match count must be 0.

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