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    How Loewe crafts its China strategy with Chengdu store opening

    Loewe’s new Chengdu store highlights the brand’s cultural vision, featuring local art and architecture while emphasizing its focus on craftsmanship and innovation.
    Image: Loewe
      Published   in Fashion

    Overview

    Loewe has opened its Gaozhai store in Taikoo Li, Chengdu, an experiential retail space that elevates the Casa Loewe concept. Spanning 673 square meters, the space seamlessly blends the traditional charm of local historical architecture with Loewe’s distinctive brand DNA.

    The Loewe Gaozhai, Chengdu, largely retains the structure of the historic building, featuring green bricks and gray tiles. The façade showcases traditional layered shapes, and the sloped roof with skylight design exudes classical elegance. Here, Chinese minimalism naturally melds with a natural Mediterranean aesthetic.

    Inside, the space features a curated selection of furniture and handcrafted rugs, highlighting works by several Chinese artists. Notably, Loewe commissioned Chengdu digital artist Jiang Zongbo (蒋宗伯) to create a special video for the store's unveiling. Additionally, the outdoor space features The Entropy Reduction of Hundun (2022), a piece by creative director, artist, and 2023 Loewe Craft Prize finalist Huang Wanbing (黄婉冰).

    Loewe Craft Prize 2023 finalist Huang Wanbing stands beside her work ‘The Entropy Reduction of Hundun’ (2022). Image: Loewe
    Loewe Craft Prize 2023 finalist Huang Wanbing stands beside her work ‘The Entropy Reduction of Hundun’ (2022). Image: Loewe

    Netizens’ reaction

    The grand opening of Loewe Gaozhai, Chengdu, along with the announcement of the newly appointed global brand ambassador Wang Yibo (王一博), significantly drove both online and offline traffic for the brand. As an actor, singer, and professional motorcycle racer, Wang has garnered a vast global fan base. His film, television, and musical performances have received widespread acclaim, marked by his distinctive personal style. The Weibo hashtag “Loewe Global Brand Ambassador Wang Yibo” has already surpassed 610 million views, earning positive reactions from netizens.

    Loewe announced Wang Yibo as a global brand ambassador in June. Image: Loewe
    Loewe announced Wang Yibo as a global brand ambassador in June. Image: Loewe

    Verdict

    The unveiling of Loewe Gaozhai, Chengdu, marks the brand’s innovative exploration and practice in retail. Its location in the historical Maison in Chengdu's Taikoo Li underscores the brand's cultural vision. The local culture of Chengdu is expected to bring more inspiration to this historic brand, further connecting Loewe with architecture, local creators, and audiences.

    Craftsmanship has always been the essence of Loewe. In 2016, the Loewe Craft Prize was established to recognize extraordinary works, innovation, and artistic ideas in modern craftsmanship. Chinese craftsmanship has since received special support from this award and has been presented via Loewe’s platforms and retail channels.

    Loewe commissioned Chengdu digital artist Jiang Zongbo to create a special video for the store's unveiling. Image: Loewe
    Loewe commissioned Chengdu digital artist Jiang Zongbo to create a special video for the store's unveiling. Image: Loewe

    From its location to its design, from artistic creation to curation, Loewe’s new store in Chengdu is not merely an expansion of the retail footprint but a sincere tribute to the city’s cultural landscape and a beautiful vision for urbanization.

    Today’s Chinese luxury consumers approach consumption with a unique cultural awareness and a new understanding of luxury. Whether it's the opening of the new retail space, expanding its brand ambassador lineup, or hosting events in the Chinese market, Loewe has steadily enhanced its cultural credibility among Chinese consumers. This nuanced approach to authenticity in China has achieved dual aims: strengthening the brand’s market presence and offering a blueprint for global luxury brands seeking to resonate with Chinese consumers.


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