Click the picture to zoom in and read the text. It is hilarious.
* It is a “Luxury Lodge,” with ad copy visually calculated to make one think of a ski lodge – the little bare-wood structure at the top of a sharp slope that the signs are in, the snowy picture (there’s no snow in the actual sim). And it has “privacy windows,” and you can also get a “vacation lodge” version of the house. So far we are doing a pretty good job here of invoking the Western stock symbols of wealth and privilege, but can we take it further?
* We can! We can call something “exclusive.” “Owners Group: An Exclusive Group for Arc Owners.” This group is only for people with big ridiculous houses.
* It’s called “The Arc.” This is my new favorite marketing thing ever. It conveys moral superiority, legitimacy conferred by authority, escape or sanctuary from a teeming rabble and/or hostile world, a sense of vast size and weight, and wood. It’s so perfect.