Just as LV and Gucci purses are prized more as a luxury status items than functional bags, current marketing campaigns in Shanghai are focusing on apartments as high-end items.  This ad near Xintiandi (one of the most expensive areas in Shanghai) emphasizes the ‘art of luxury’ as the theme for their housing development; whereas the the theme of a home used to be comfort and security, this company is banking on the value people associate with the costly and luxurious.