Luxury fashion brand offers exhibition visitors an innovative digital companion

Luxury brand LOEWE has introduced its first major brand exhibition, Crafted World, in Tokyo’s cultural and fashion hub, Harajuku. The exhibition, running until May 11, showcases the brand’s 178-year history of hand-crafted creativity, design excellence, and unique character. LOEWE, founded in Madrid in 1846 and now part of the LVMH group, specializes in leather goods, clothing, perfumes, and fashion accessories. The exhibition, in collaboration with Stink Studios, features an innovative digital companion to enhance visitor engagement.

The digital experience at craftedworld.loewe.com acts as a prelude to the physical exhibition and an interactive guide for attendees. Before visiting, ticket holders can create their own virtual Tool Bag, which also serves as their exhibition ticket, emphasizing the brand’s focus on craftsmanship and personalization. During the exhibition, the digital companion becomes an interactive map and information hub, guiding visitors through the exhibition spaces and providing additional context for the exhibits. Integration with LINE, Japan’s popular social media platform, enhances engagement with the local audience.

For those unable to visit in person, the digital platform offers a virtual way to explore LOEWE’s craftsmanship and heritage. Additionally, an interactive quiz adds a playful element to engage visitors even further. LOEWE’s Chief Marketing Officer praises Stink Studios for capturing the brand’s artistic world in the digital experience and creating a fun journey through the exhibition.

This partnership highlights the future potential for luxury brand experiences by emphasizing digital engagement for today’s consumers. It showcases how traditional craftsmanship and heritage can be celebrated through innovative digital platforms, enriching engagement before, during, and after events.