Loewe, the esteemed Spanish fashion house with a legacy spanning 178 years, debuts its inaugural exhibition in Shanghai, titled ‘Crafted World’. This landmark showcase, running until May 5, 2024, marks a pivotal moment for Loewe, offering an immersive journey through its rich history, from its inception in Madrid in 1846 to its current “golden age” under the creative helm of British designer Jonathan Anderson.
Occupying approximately 1,600 square meters within the Shanghai Exhibition Centre’s iconic courtyard, Loewe’s ‘Crafted World’ stands as the company’s premier public exhibition, signaling a significant shift in its approach to sharing its heritage and craftsmanship with a global audience. This initiative reflects Loewe’s commitment to presenting its tradition of excellence to an international stage.
The exhibition’s genesis traces back to Loewe’s challenges in the late 1980s and early 1990s, culminating in its acquisition by LVMH in 1996. Despite facing hurdles in asserting its identity against Italian luxury brands, Loewe’s dedication to quality craftsmanship remained unwavering. Integrated into the LVMH portfolio, Loewe experienced a renaissance under Anderson’s leadership since 2013, propelling it to new heights of success while maintaining a focus on the Asian market.
‘Crafted World’, curated by Anderson himself, pays homage to artisans worldwide who dedicate their lives to handmade craftsmanship. It serves as a celebration of Loewe’s journey, highlighting cultural collaborations and milestones, from its royal endorsements to its global expansion, including its first Shanghai boutique.
Collaborating with renowned architecture firm OMA, known for its work with Prada, Loewe structures the exhibition around six thematic areas, offering visitors a comprehensive experience. From iconic designs to Spanish heritage, the exhibition showcases Loewe’s evolution, emphasizing its artisanal process and collaborations with artists and craftsmen worldwide.
The exhibition culminates in immersive rooms, exploring the creative inspirations behind Loewe’s collaborations over the past decade. Visitors are transported through interactive spaces, providing insight into Loewe’s commitment to craftsmanship and its multifaceted support for artisans globally.
As visitors exit, they encounter reinterpretations of traditional Galician garments by Álvaro Leiro, underscoring Loewe’s connection to Spanish culture. A curated gift shop offers exclusive products, extending the ‘Crafted World’ experience beyond the exhibition.
In essence, ‘Crafted World’ invites viewers on a multimedia journey, offering glimpses into Loewe’s workshops, its support for craftsmanship worldwide, and the creative vision driving its collaborations. From fashion showcases to interactive installations, the exhibition encapsulates the essence of Loewe’s legacy and its enduring dedication to craftsmanship.
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