LOEWE Unveils Custom Monogrammed Golden Bikes

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LOEWE, owned by LVMH, is intensifying efforts to promote its newly opened flagship store in Shanghai, China. This CASA LOEWE was unveiled only a week ago, nestled right in the Jing’an district, at the central intersection of Nanjing West and Changde Road.

The 695-square-meter space aims to blend art, culture, fashion, and design by showcasing a visually captivating golden exterior made from 35,000 handcrafted and enameled ceramic tiles. These intricately designed pieces create an ever-changing play of light due to their reflective nature, adding a dynamic element to the building’s appearance. The minimalist yet textured space encapsulates LOEWE’s unique combination of modern aesthetics and traditional craftsmanship.

Moving beyond their CASA LOEWE store in Shanghai, the luxury fashion brand is elevating its golden motif by teaming up with Chinese bike-sharing service, Hellobike. The partnership involves creating custom, monogrammed and golden bicycles as an extension of the brand’s urban experience. By incorporating these gold-dipped, LOEWE-branded bikes into city streets, the fashion house is expanding the details of their Shanghai store beyond the building itself, thereby making advertising more organic and widespread throughout Shanghai. Given that bikes are a popular means of transportation in the city, this marketing move can be considered a success.

In Shanghai, people can register for chances to ride the gold-colored LOEWE bike at the latest store. An app-based biking competition is offered, making this experience more like a game. Those who successfully finish it will receive an exclusive LOEWE newspaper as a reward, which includes a city guide created by both the brand and the bike company, along with fresh information about the new store. The collaboration between Loewe and Hellobike will only be available in Shanghai until March 6.

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2025-03-03 08:55