On 18 February, Spanish luxury brand Loewe opened the doors to its largest boutique in Asia at the Jing An Kerry Centre in Shanghai. Named Casa Loewe, the multi-storey shop takes up a massive 695 square metres at the mall. The retail space hosts Loewe’s ready-to-wear fashion, handbags, leather goods and accessories, as well as jewellery and home fragrance.
The façade of Casa Loewe Shanghai emits a striking golden bronze hue from the enamelled ceramic tiles used on the exterior. The handmade nature means each tile is unique, creating the shimmering effect. The reflective ceramic motif continues into the interior with various colours, so natural light bounces off the surfaces of the marble, concrete and glass. Like other Casa Loewe stores around the world, the Shanghai superstore is also home to an impressive art collection with works form Han Dong, Paul Thek, John Allen and many others.
On Weibo, China’s Twitter-like platform, the topic “Casa Loewe Shanghai” (#上海罗意威之家#) amassed a whopping 75.98 million views. However, it needs to be pointed out that most of the engagement that the topic received were from posts about celebrity attendees at the grand opening of the Casa. From brand ambassador actress Yang Mi to athletes, artists and architects, a diverse selection of guests appeared at the event.
Both the selection of artworks and guests at the opening event show Loewe’s glocalisation effort of showcasing Western heritage and paying tribute to the Chinese arts, crafts and culture. In this sense, the opening is a continuation of both the Crafted World exhibition last year and Loewe’s recent Chinese New Year (CNY) campaigns.
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