For this assignment, we were asked to develop an in-store installation and a digital marketing campaign targeted at a Generation Z audience for a selected brand. Our team chose Loewe, a Spanish luxury fashion house renowned for its craftsmanship and expertise in leather goods. The brand is distinguished by its refined aesthetic, its signature “L” emblem mirrored four ways, and its balance between heritage and contemporary design.
Our concept centered on a participatory PR event hosted during Tokyo Fashion Week, taking place at Loewe’s first Recraft store, a location that embodies the brand’s values of sustainability, artistry, and renewal. The aim was to reinterpret Loewe’s heritage through a modern, interactive lens that would resonate with younger audiences.
Visitors were invited to explore the store as part of an immersive experience. As they moved through the space, their physical paths were digitally tracked and transformed into unique graphic emblems, a contemporary echo of Loewe’s iconic logo. Each participant’s emblem was then embossed onto a one-of-a-kind Loewe leather good, merging personal experience with artisanal tradition.
The visual identity and design language of the campaign remained true to Loewe’s established brand image: clean, minimal, and elegant, yet infused with subtle references to the brand’s storied craftsmanship. The project was developed across three key phases: the pre-event communication (including invitations and teasers that hinted at the experience without revealing its nature), the in-store event itself, and the post-event digital marketing campaign distributed across platforms such as Instagram and other social media.
By combining physical interaction with digital personalization, the campaign sought to bridge tradition and innovation, offering Generation Z a meaningful way to engage with Loewe’s legacy while expressing their individuality within the brand’s timeless visual framework.
