February 28, 2014
Spanish leather goods maker Loewe has unveiled a touring exhibit that will stop solely in cities within China and Spain.
Loewe’s “Fragments of a Story” exhibit, which focuses on the turning points in the brand’s history, opened in Hong Kong first on Feb. 27. The brand’s choices of destinations point to a strong following in China, as well as the ever-growing importance of the Chinese consumer for luxury brands.
"I think in China Loewe needs to quickly and deeply embed themselves in the mind of consumers as a brand with deep heritage and history," said Milton Pedraza, CEO of The Luxury Institute, New York. "Because Chinese consumers are becoming more discerning.
"I do believe that they would benefit from doing the exhibit in North America and in other parts of Europe, but they are prioritizing, and I think it’s smart."
Mr. Pedraza is not affiliated with Loewe, but agreed to comment as an industry expert.
Loewe, an LVMH brand, did not respond by press deadline.
History lesson
Loewe was founded in 1846, and has had a lot of turning points to highlight. Most recently, the label named designer J.W. Anderson creative director, and in 1996 Loewe was acquired by luxury conglomerate LVMH Moët Hennessy Louis Vuitton.
The brand’s exhibit was curated by artists Ana Dominguez and Omar Sosa, who have previously worked together, including on a photo spread for Sosa’s Apartamento magazine.
Instead of following a linear path, the exhibition uses a mirrored installation to tell the history of the brand. Images shot by Sheltens & Abbenes mix with the label’s handbags and scarves.
Loewe Fragments of a Story exhibit
This mirrored display allows consumers the opportunity to look at pivotal moments from different angles.
Loewe Fragments of a Story exhibit
Fragments of a Story will be in Hong Kong at the Landmark Atrium until March 8. After that, the exhibit will arrive in Barcelona at the Galeria Loewe from March 10-31.
Making a second stop in Spain, the exhibition will be in Madrid from April 7-18. Stopping back in China, the tour closes in Beijing and then Shanghai, closing out on May 14.
On the brand’s Web site, consumers can watch an animation of part of the display. Bags disappear and reappear into the mirror.
There is also a map of the tour dates and a slideshow of select images of the display.
Loewe Fragments of a Story exhibit
Loewe is using the branded hashtag #LoeweStory to promote the exhibit on Twitter.
Loewe Fragments of a Story exhibition
World tour
Touring exhibits are popular for luxury brands, since they allow more consumers to experience their brand story. Chinese cities are popular stops on the way.
In an interesting twist of enlivening its narrative, Italian fashion house Fendi is telling the story of its history as a furrier through a traveling exhibit that recently made its way to Beijing, itself a clear recognition of China’s growing clout in the luxury market.
To coincide with the exhibit, the brand has created a page on its Web site that features content from the show with multimedia elements, including photos, sketches and videos of iconic Fendi fur pieces. The Web site will likely build excitement as viewers wait for the exhibition to arrive at a city near them, and will give those users who cannot travel to one of the exhibit locations the opportunity to participate and learn about the brand (see story).
From collaborative art installations to displaying iconic pieces of jewelry, nearly every brand has curated a museum exhibit to showcase their heritage and identity from their own perspective.
By curating an exhibit a brand can bolster its identity through storytelling that reveals specific aspects of its history to consumers. Using education and creative exhibit installations may help reaffirm its position in the luxury market and elevate its standing in the mind of enthusiasts (see story).
Many consumers might know the brand name, but they might not be aware of its history.
"They’re trying to communicate that this brand has a rich varied history that is interesting," Mr. Pedraza said. "Great design, great quality and craftsmanship. And it has an archival history, it’s not just new products.
"Luxury consumers love that," he said. "They love a brand to be associated with history and heritage because that’s why they pay a premium.
"Loewe needs to educate consumers, and they obviously have a wonderful, rich history to educate with."
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York
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