Luxurious trend home LOEWE has unveiled its first main model exhibition, Crafted World, within the coronary heart of Tokyo’s cultural and trend district, Harajuku. Working till 11 Might, the present celebrates the 178-year-old model’s wealthy heritage of hand-crafted creativity, design excellence and distinctive character.
LOEWE, established in Madrid in 1846 and now a part of the LVMH group, specialises in leather-based items, clothes, perfumes and different trend equipment. For this landmark exhibition, which follows its debut in Shanghai earlier this 12 months, the model has partnered with international consultancy Stink Studios to create an progressive digital companion that transforms how guests interact with the exhibition.
Earlier than the exhibition
The online expertise at craftedworld.loewe.com serves as each a digital prelude to the bodily exhibition and an interactive information for guests. Developed to enrich the exhibition area, which was designed in collaboration with structure agency Oma, the digital companion creates a number of touchpoints all through the customer journey.
Earlier than attending the exhibition, ticket holders can immerse themselves in LOEWE’s artistic world by designing their very own digital Instrument Bag. This personalised asset, full with customisable colors, instruments, stickers and a monogrammed flag, doubles as their distinctive exhibition ticket, creating an early reference to the model’s emphasis on craftsmanship and personalisation.
In the course of the exhibition
Upon arrival on the venue, the digital companion transforms into an interactive map and data centre, guiding guests by way of the bodily areas and offering a deeper context for the reveals. Newly unlocked options permit visitors to find room highlights and discover stand-out items in larger element. The digital companion additionally encompasses a full ticketing system for the two-month exhibition and is seamlessly built-in with LINE, Japan’s hottest social media platform, to maximise engagement with the native viewers.
Past the exhibition
For these unable to go to the exhibition in particular person, the digital expertise provides a digital approach to interact with LOEWE’s craftsmanship and heritage, too, extending the attain of the exhibition past the bodily area in Harajuku. Additionally extending the exhibition expertise past the bodily go to, Stink Studios has developed an interactive quiz that playfully checks guests’ information.
Drawing inspiration from the eccentric type of Japanese sport reveals, this time-pressured question-and-answer format consists of sudden moments and rewards participation.
“The Crafted World digital expertise creates an extension of the exhibition, giving guests larger context and a deeper understanding of each the LOEWE model and the objects on show,” explains Cameron Temple, government artistic director at Stink Studios. “It additionally seems to be nice and is enjoyable to play with.”
Participating and eccentric
“Stink Studios has expertly captured LOEWE’s playful and creative world within the Crafted World digital expertise,” says Charlie Smith, chief advertising officer at LOEWE. “Their partaking and eccentric design creates a enjoyable journey by way of the exhibition, celebrating craft and all there’s to find, making an ideal companion to the bodily exhibition.”
Might this be a blueprint for luxurious model experiences sooner or later? Definitely, this partnership represents a forward-thinking strategy to model exhibitions, recognising the significance of digital engagement for at the moment’s luxurious customers. Plus, the expertise demonstrates how conventional craftsmanship and heritage might be celebrated by way of progressive digital platforms with out dropping authenticity.
In brief, this provides a compelling case research of how manufacturers can prolong bodily experiences into the digital realm, creating cohesive experiences that improve engagement earlier than, throughout and after an occasion.
