Celebrating nearly 180 years of Loewe’s craft and creativity, the Spanish luxury fashion house has touched down in Tokyo to immerse audiences into its world.

The exhibition ‘Crafted World’ is the brand’s first public exhibition in Tokyo, and has been created to bring to life Loewe’s design excellence and playful sense of character. 

The exhibition created by OMA, will launch in the heart of Tokyo’s cultural and fashion capital, Harajuku, having launched in Shanghai, 2024. It is supported by a digital experience from Sink Studios that brings audiences further into the Loewe world.

The digital experience seeks to ensure that audiences are brought into Crafted World before setting foot in the exhibition. From the moment tickets became available, the digital companion began to build excitement.

The experience has been designed to maximise Crafted World at every stage. As well as building pre-visit excitement, craftedworld.loewe.com serves as a digital guide for guests on the day and wraps up with post-event engagement to help visitors reflect on their time.

“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, ECD at Stink Studios.

Before the day of their visit, ticket holders can enter the online world and design and create their own Loewe Tool Bag. With a choice of colours, tools, stickers, and a monogrammed flag, guests can create a personalised Tool Bag asset to share, which then becomes a unique image on their exhibition tickets.

On the day, the digital companion acts as an interactive map and information center, offering information about what’s on display and helping guests navigate and get the most out of the physical space. Guests can unlock features and highlights, offering an opportunity to deep dive into various pieces. Post-visit, an interactive quiz inspired by the eccentricity of Japanese TV game shows allows visitors to put their time at the exhibition to the test. 

Enhancing the physical with the digital, Loewe is able to capture the imagination of audiences and extend the impact of its Crafted World.