Casa LOEWE Shanghai is LOEWE's largest flagship store in Asia, prominently situated at the heart of the iconic Kerry Centre in Shanghai’s Jing'an district. From the anticipation-building hoarding during construction to the grand opening celebration, each phase demanded a localized visual identity in perfect harmony with LOEWE’s brand DNA.
We recognized that LOEWE, as a brand renowned for its exceptional commitment to fashion, design, craftsmanship, and art, should possess a Chinese typeface reflecting its core identity and visual aesthetics. Thus, starting from LOEWE's foundational asset—its logo typeface—we revisited the origins of carved inscriptions. By incorporating the bold, carved textures of traditional chiseled characters into refined stroke details, we enhanced the visual dynamics between characters. Additionally, by emphasizing the contrast in the horizontal structures of the square-shaped Chinese characters and reducing visual weight variations in vertically-structured characters, we achieved a visual rhythm harmonious with LOEWE’s English logo, crafting a balanced and stable visual order horizontally.
The iconic golden façade of Casa LOEWE Shanghai is composed of 35,536 handcrafted enameled ceramic tiles from Spain. Echoing the classic gold hues of the nearby Jing’an Temple, each tile undergoes a meticulous five-step artisanal process—shaping, drying, glazing, firing, and packaging. Their irregular surfaces create intricate patterns of light and shadow, capturing the warmth of handcrafted artistry and creating a distinctive shimmering effect.
Thus, we transformed this architectural element—the golden tiles—into an ideal invitation form. Through ingenious miniaturization, architectural language was distilled into tangible brand storytelling, continuing LOEWE’s reverence for craftsmanship within a refined, compact format.
From the Chinese logotype to the golden tile invitations, our work translates and amplifies LOEWE’s unwavering dedication to craftsmanship and localization, ensuring these core values are authentically embodied and powerfully expressed.