Luxury fashion brand offers exhibition visitors an innovative digital companion
LOEWE celebrates its craftsmanship heritage with an interactive digital experience by Stink Studios, which enriches the physical exhibition and allows for virtual participation.
Luxury fashion house LOEWE has unveiled its first major brand exhibition, Crafted World, in the heart of Tokyo’s cultural and fashion district, Harajuku. Running until 11 May, the show celebrates the 178-year-old brand’s rich heritage of hand-crafted creativity, design excellence and distinctive character.
LOEWE, established in Madrid in 1846 and now part of the LVMH group, specialises in leather goods, clothing, perfumes and other fashion accessories. For this landmark exhibition, which follows its debut in Shanghai earlier this year, the brand has partnered with global consultancy Stink Studios to create an innovative digital companion that transforms how visitors engage with the exhibition.
Before the exhibition
The web experience at craftedworld.loewe.com serves as both a digital prelude to the physical exhibition and an interactive guide for visitors. Developed to complement the exhibition space, which was designed in collaboration with architecture firm Oma, the digital companion creates multiple touchpoints throughout the visitor journey.
Before attending the exhibition, ticket holders can immerse themselves in LOEWE’s creative world by designing their own virtual Tool Bag. This personalised asset, complete with customisable colours, tools, stickers and a monogrammed flag, doubles as their unique exhibition ticket, creating an early connection with the brand’s emphasis on craftsmanship and personalisation.
During the exhibition
Upon arrival at the venue, the digital companion transforms into an interactive map and information centre, guiding visitors through the physical spaces and providing a deeper context for the exhibits. Newly unlocked features allow guests to discover room highlights and explore stand-out pieces in greater detail. The digital companion also features a full ticketing system for the two-month exhibition and is seamlessly integrated with LINE, Japan’s most popular social media platform, to maximise engagement with the local audience.
Beyond the exhibition
For those unable to visit the exhibition in person, the digital experience offers a virtual way to engage with LOEWE’s craftsmanship and heritage, too, extending the reach of the exhibition beyond the physical space in Harajuku. Also extending the exhibition experience beyond the physical visit, Stink Studios has developed an interactive quiz that playfully tests visitors’ knowledge.
Drawing inspiration from the eccentric style of Japanese game shows, this time-pressured question-and-answer format includes unexpected moments and rewards participation.
“The Crafted World digital experience creates an extension of the exhibition, giving visitors greater context and a deeper understanding of both the LOEWE brand and the items on display,” explains Cameron Temple, executive creative director at Stink Studios. “It also looks great and is fun to play with.”
Engaging and whimsical
“Stink Studios has expertly captured LOEWE’s playful and artistic world in the Crafted World digital experience,” says Charlie Smith, chief marketing officer at LOEWE. “Their engaging and whimsical design creates a fun journey through the exhibition, celebrating craft and all there is to discover, making a great companion to the physical exhibition.”
Could this be a blueprint for luxury brand experiences in the future? Certainly, this partnership represents a forward-thinking approach to brand exhibitions, recognising the importance of digital engagement for today’s luxury consumers. Plus, the experience demonstrates how traditional craftsmanship and heritage can be celebrated through innovative digital platforms without losing authenticity.
In short, this offers a compelling case study of how brands can extend physical experiences into the digital realm, creating cohesive experiences that enhance engagement before, during and after an event.
