LOEWE Unveils Custom Monogrammed Golden Bikes
As a part of their big push for its Shanghai flagship.
The LVMH-owned LOEWE is making a big push for its recently opened Shanghai, China flagship store. Opened just a week ago, the new CASA LOEWE in the heart of the Jing’an disrict on the central crossroads of Nanjing West and Changde Road.
Looking to bridge art and culture with fashion and design, the new 695 meter squared-space features 35,000 golden ceramic tiles that have turned this building into a visually striking golden façade. Reflective with these tiles that are handcrafted and enamelled in Spain, the pieces create dynamic ripples of light. Both minimalist and textured, the space expresses LOEWE’s signature fusion of modernity and craft.
Beyond CASA LOEWE Shanghai, the luxury fashion house takes the golden motif one step forward, partnering with the Chinese bike sharing company, Hellobike. Collaborating on monogrammed, golden bikes, the two-wheeler is an added touch to the brand’s marketing push to curate a city-specific experience. The details of the new Shanghai store now extend beyond the building itself, taking to the streets with its own custom, gold-dipped and LOEWE stamped bikes. Being that bikes are a common mode of transportation in the city, the move is a marketing success, bringing advertising across Shanghai in an organic way.
In Shanghai, fans are able to sign up for slots to ride LOEWE’s golden bike at the new store location. There is a biking challenge available through the specified app, game-ifying the experience. Those who complete it will receive an exclusive LOEWE newspaper as a prize, which features a city guide curated by the brand and the bike company, alongside new details of the store. The Loewe x Hellobike will only available until March 6 in Shanghai.
