Loewe’s ‘Crafted World’ debuts in China

Overview From tomorrow to May 5, Loewe will debut its inaugural exhibition, titled “Crafted World,” in Shanghai. Curated by creative director Jonathan Anderson, this immersive showcase aims to illuminate the brand's legacy, the quintessence of Spanish craftsmanship, and Loewe’s dedication to artisanal excellence. Visitors can expect an array of art reflecting the brand's storied history, such as Loewe's appointment as an official supplier to the Spanish Royal Crown, the monochrome glaze series and jade collection paying homage to China, and collaborative endeavors with Studio Ghibli. Anderson told Jing Daily, “What I want people to see is that craftsmanship can be about technology. It can involve hands-on work, collaboration, and projects of any scale, whether small or large.” Comprising over 800 curated artifacts and artworks, the exhibition will unfold across six themed spaces housing 17 rooms, offering visitors a journey through Loewe's heritage spanning 178 years. Visitors will be invited to embark on an interactive exploration via a dedicated WeChat Mini Program, offering seven interactive programs. Netizens’ Reactions Anticipation for Crafted World has been palpable, thanks to Loewe teasing audiences with two short films featuring brand global ambassador Yang Mi. The videos offer a glimpse into Yang's participation in the Crafted World Quiz. They show her rehearsing how to pronounce the brand’s name. Yang's involvement has resonated with her vast fan base and amplified excitement across social media platforms. The Weibo hashtag “Loewe Crafted World” has already garnered substantial engagement (over 63 million views), indicating local fashion aficionados’ anticipation. Verdict In an era when branded art exhibitions have become de rigueur for luxury maisons, Loewe's Crafted World distinguishes itself through meticulous planning and strategic engagement. The timing of the exhibition aligns with Loewe's growing recognition in the Chinese market, thanks to its campaigns being well received by local audiences, bolstered by a legacy of cultural credibility and Anderson's visionary leadership. Furthermore, Loewe has enriched its curation with public engagement, exemplified by the “Loewe pronunciation challenge” launched on its Mini Program. This initiative has galvanized WeChat users to participate in recording themselves pronouncing the brand’s name, fostering lively discourse and augmenting brand visibility. As China's luxury landscape continues to evolve amid economic uncertainties, Loewe's Crafted World serves as a poignant exploration of what luxury truly means in the eyes of discerning Chinese consumers. Beyond superficial trends and fleeting fashions, the exhibition beckons brands to delve deeper into the essence of luxury, forging meaningful connections and resonating with the evolving sensibilities of local shoppers. Additional reporting by Mos Wu.

Loewe’s ‘Crafted World’ debuts in China

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Published March 21, 2024

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Loewe’s ‘Crafted World’ debuts in China