Genu Prima has been created as an unattainable first-class travel brand. The range of products have been created to draw irony to the fact that the more luxurious and expensive a brand appears, the less accessible it is to the majority of people. This is not just restricted by a consumer’s wealth but also by their race or disabilities. A grand structure used to display the products in classic travel cases works by enticing surrounding commuters through techniques such as music and lighting, however, on approach, the installation closes highlighting the brand’s extravagance and luxuriousness.