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Exploring Loewe’s Crafted World in Shanghai: An immersive experience of luxury and heritage

Embark on a journey of discovery at Loewe’s Crafted World exhibition, an ode to the brand's dedication to superior craftsmanship and cultural heritage. 

Exploring Loewe’s Crafted World in Shanghai: An immersive experience of luxury and heritage

The Crafted World exhibition engages guests with interactive elements designed to envelop them within Loewe’s iconic designs and cultural heritage. (Photo: Loewe)

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In the heart of Shanghai, China,  Loewe’s Crafted World exhibition stands as a testament to the enduring allure of craftsmanship and creativity. Curated by Jonathan Anderson, the brand’s creative director, this showcase traces Loewe’s journey from its beginnings in 1846 as a leather workshop in Madrid to its status as one of the names to watch out for in the world of luxury fashion.

The exhibition is divided into six thematic chapters that highlight key moments and collaborations defining Loewe's identity via architectural models, archival photographs, and pioneering exhibits. Sprawling over 1,600 sq m, the exhibition unveils surprises at every corner — ranging from majestic leather sculptures to dynamic interactive installations. Easter eggs hidden across various halls add layers of discovery for those exploring the various spaces.

(Photo: Loewe)
(Photo: Boon Tan/CNA)

About two years in planning, the exhibition represents more than just a retrospective; it is also anchored deeply in personal significance — Shanghai was the last city Anderson visited before the global lockdown.

A DEEP DIVE INTO CREATIVE MASTERY

Sections like Born from Hand, Welcome to Spain, and The Atelier offer glimpses into Loewe's meticulous process behind each creation — an openness often shied away from by other brands. Anderson wants to demystify mechanised production processes and bring humanity back into focus, highlighting human-led efforts crucial in creating the Loewe universe.

The William Morris interactive room at the Unexpected Dialogues exhibit. (Photo: Boon Tan/CNA)
Do you know how to pronounce Loewe? This ascending ‘pronunciation tunnel’ is designed to show visitors how to say the brand's name. (Photo: Loewe)
A space inspired by artist and writer Joe Brainard. (Photo: Boon Tan/CNA)

The reason why I wanted to show it is, as a society, we have this thing of the ready-made — when we see it in a store, we do not think of how it was made. I wanted to be able to show that there is huge amounts of technology, there is huge amounts of craft, and there’s huge amounts of engineering that goes into the making,” he said in a group interview after a morning preview of the exhibition.

“And some of the bags have hundreds of components and processes to get to. I think sometimes I am like this we forget about the process. I think it's to humanise the process and realise that yes, machines are involved, but fundamentally it is led by men to make something. You take this very precious material, it has to be utilised in a respectful way. I think this is what I hope — for the exhibition people start to see that things take time.”

Unexpected surprises like this are scattered around the exhibition. (Photo: Boon Tan/CNA)

This narrative extends further in showcases like Fashion Without Limits where memorable creations from Anderson’s collections take center stage alongside United In Craft, which celebrates artisanal support worldwide.

The highlight of Crafted World is the Unexpected Dialogues section, featuring immersive rooms that transport visitors into the visionary worlds that have inspired Loewe’s collaborations. From recreations of master potter Ken Price's studio to magical Studio Ghibli dreamscapes, these rooms ignite the imagination and celebrate creativity in its purest form.

And how does Anderson decide which artist or designer he wants to collaborate with?

“I think it's very instinctual, there's no rationale to it. Ultimately, it's just things that I personally am into — it might be a film I saw, I might have been at a museum or maybe people who have fundamental values that I believe in. For me, [Hayao] Miyazaki and William Morris have something very similar in common, which is to do about the idea of make, the idea of protecting of craft, the idea of nature, the idea of like how we look at nature to design,” he explained. 

“But at the same time, I've worked with Richard Hawkins, an American contemporary painter, where I love the idea of how he looks at pop culture, the humour of it, the idea of the irony. It just depends on my mood or what I find interesting out there. There's no logic to it.”

When asked how he would like people to remember Jonathan Anderson’s Loewe, he said: “The biggest thing when I joined Loewe, I wanted to kind of eradicate this idea of a luxury status of a brand and this idea of a cultural brand. I wanted to put the culture at the forefront of the brand rather than it just being about a luxury product. It had to mean something more. Ten years ago when I went out with that mission statement, I didn't know what I was saying. But now, when I see the exhibition and now when I’ve been in the brand for this period of time, it’s starting to make sense. Without the craft, without the art collaboration or the idea of the [Loewe] Craft Prize, we wouldn't have a brand. And ultimately that has to do with the culture of it. I think this is fundamental. That's what I would like people to remember.”

The Crafted World exhibition is now open till May 5 at the Shanghai Exhibition Centre. Free admission.

CNA Luxury was in Shanghai to experience the exhibition at the invitation of Loewe.

Source: CNA/bt

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