MOVE 1
Chinese consumers ask strangers whether they should buy something.
A WeChat mini-program called “Wallet, Please Wait” (钱包请等等) lets people share something they want to buy and explain why. Strangers vote ‘yes’ or ‘no’ and explain their choice. The program was built in eight days and has so far attracted 370,000 approval requests.
SIGNAL
We want permission not to buy.
We are surrounded by reasons to buy. Advertising tells us what we need, social media shows us what others have and algorithms suggest what we did not know we wanted. The problem is that we know we want it, so someone else has to tell us whether we need it.
QUESTION
Why can’t we say no anymore?
We can say no, but denying ourselves something we want is not easy, so we prefer someone else to say it first. And if they say yes? We have permission to indulge. Those who share are not obliged to follow the results of the vote. Some may be seeking advice, and others validation. One thing is sure, we love to judge.
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MOVE TWO
Marvel’s Infinity Gauntlet goes to auction in Abu Dhabi.
Marvel’s Infinity Gauntlet, a golden glove worn by supervillain Thanos in the Avengers films, has been recreated by East Continental Gems as a one of a kind collectible with real gemstones valued at $25 million. The stones together weigh more than 150 carats. The Gauntlet will be auctioned on 8 December at Rosewood Abu Dhabi.
SIGNAL
Fiction is a desired reality.
We want to bring imaginary worlds to life. We dress as video game characters, build their worlds and visit places inspired by films. An imaginary weapon that gives us the pretend power to control the universe is worth millions. The power is fictional, but owning it can be very real.
QUESTION
Is fandom the new luxury?
Fandom creates the desire, but desire alone doesn’t make something luxury. It’s when you add rarity, craftsmanship and mythology to the mix that a product of fantasy makes the leap into luxury.
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MOVE THREE
Apple Music launches a new visual identity made from sound.
Apple Music has revealed a new identity created by the ripples made in a bath of mineral oil from a piece of music converted to vibrations. The distortions were filmed and used to shape the new logo. The music composition is Apple Music’s new sonic signature.
SIGNAL
We are moving from symbols to sensations.
Brands are recognised through logo, colour and fonts. Apple Music has created an identity that we can see and hear, from the product itself: sound. Imagine if Porsche’s identity came from the sound of its engine, Hermès from the movement of silk, or Nike the rhythm of an athlete running. We would no longer just recognise a brand, we would experience it
QUESTION
What good is an origin story if no one knows it?
How many people will know how Apple Music’s logo was made? Does knowing a story change how we experience the identity? An identity can be recognised without knowing origins, but understanding how it came to be makes it more impactful. Creating the story is one thing. Making sure people know about it is another.

Want more?
Edition #26: Move 3, “Technology still needs a human matchmaker”
Edition #15: Move 1, “The ultimate status symbol is something created by history”
Read past editions of Signals & Moves

Image references: Marvel.
Sources: Reuters, Julien’s Auctions, Hypebeast, National Jeweler, Adweek, Creative Review, Dezeen, Jiemian, Jing Daily