APRIL 2024 – LOEWE has partnered with Stink Studios to create a digital experience that allows fans to immerse themselves in the brand’s first major public exhibition in Tokyo: Crafted World.
Crafted World is a curated exhibition to celebrate nearly 180 years of LOEWE’s hand-crafted creativity, design excellence and playful sense of character.
Developed in collaboration with OMA, Crafted World launches in the heart of Tokyo’s cultural and fashion capital, Harajuku (March 29th— May 11th), as the second outing of the exhibition following its debut in Shanghai, 2024.
LOEWE approached Stink Studios with the challenge of creating a digital companion for the exhibition—a web experience that would fully immerse guests in the magic of Crafted World from the moment the tickets became available.
craftedworld.loewe.com builds excitement, serves as a digital guide on arrival, and wraps up with post-event engagement for guests to reflect on their visit.
Before Crafted World opens its doors, the companion gives ticket-holders a chance to dive into a hands-on, digital experience — letting them design and create their very own LOEWE Tool Bag. By choosing colours, tools, stickers, and a monogrammed flag, guests can create a personalised Tool Bag asset to share, which will also become the unique image on their exhibition tickets.
When guests arrive at the event, the digital companion transforms into an interactive map and information centre, helping visitors navigate the physical spaces and dive deeper into what’s on display.
These newly unlocked features let guests discover room “highlights”, and give them a tool to deep dive into stand-out pieces and focus points, letting them unpack even more detail should they wish.
Stink also developed a post-visit, interactive quiz that allows visitors to put their time at the exhibition to the test. The quiz takes its concept and art direction cues from the bizarre eccentricity of Japanese TV game shows, and plays out as a quick-fire, time-pressured question-and-answer game, filled with cheeky surprises.
The Crafted World companion also encompasses a full ticketing system for the 2-month exhibition.
The entire experience is also seamlessly integrated into LINE, the Japanese social media platform.
Charlie Smith, CMO at LOEWE, said: “Stink Studios has expertly captured LOEWE’s playful and artistic world in the Crafted World digital experience. Their engaging and whimsical design creates a fun journey through the exhibition, celebrating craft and all there is to discover, making a great companion to the physical exhibition.”
Cameron Temple, ECD at Stink Studios, said: “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. It also looks great and is fun to play with”.
CREDITS:
Client — LOEWE
Agency — Stink Studios
