The K-chain is what happens when you mess with 2D and 3D. Awwsome.
Although I'm not so into branding, I think it can be effective when utilized in creative ways. Merging 2D and 3D, the K-chain is one of these rare examples. It's simple, sophisticated.. and I'd even say quite elegant. Luxury is not my thing so don't use that adjective to describe it.