LOEWE罗意威180周年限时体验（上海站）

2026年06月16日-2026年06月28日

上海 思南书局、对对对书店

项目传播

项目现场

LOEWE罗意威180周年城市文化支线活动于2026年联动上海思南书局与对对对书店双点位限时呈现。作为品牌180周年整体企划的文化落地单元，此次活动刻意区别于精品店大型体验空间的宏大叙事，转而以书店这一城市文化基础设施为载体，通过轻量化、低干扰的空间介入，将品牌1846年源自马德里皮革工坊的百年匠艺传统，融入上海本土的阅读生活场景之中。

从空间叙事与造型语言审视，项目充分尊重书店原有的复古书香肌理与建筑氛围，以「不破坏」为前提进行主题改造。整体视觉以米白、原木棕搭配品牌标志性狮子红为基底，延续LOEWE温润简约的美学调性；空间内增设小型主题陈列角，以原木矮展架、哑光纸质装饰与小型玻璃钢狮子艺术摆件，将180周年限定刊物《180 Years of Craft》、周年系列手袋微型展示装置与红色狮子雕塑，自然嵌入书架之间。皮革工艺图文展板与周年主题插画海报穿插于书页之间，使品牌历史叙事与阅读行为无缝交织。制作层面采用低干扰模块化软装，无大型硬质特装搭建，以柔和暖光落地灯烘托书店静谧氛围，在兼顾书店日常运营的同时，完成品牌主题的自然渗透。

现场设置刊物免费领取与轻量社交打卡机制，访客通过文字阅读、静态装置观赏与主题打卡，形成温和沉浸式体验，解锁限定纸质周边。这一设计将奢侈品传统的高门槛商业场景，转化为低压力的文化接触点。

作为1846年诞生于马德里、以皮革工艺立身的西班牙奢侈品牌，LOEWE在180周年这一历史节点，选择以书店而非精品店作为对话窗口，标志着其在中国市场从「奢侈品销售」向「文化价值输出」的战略转型。通过阅读媒介弱化商业属性，以匠艺叙事实现品牌文化的下沉式传播，不仅丰富了180周年全域传播矩阵，更以「文艺共生」的姿态，重构了奢侈品牌与城市公共空间的关系。

The LOEWE 180th Anniversary urban cultural activation launched in 2026 across two Shanghai bookstores—Sinan Books and Dui Dui Dui Bookstore—as a cultural landing unit within the brand's overall bicentennial program. Deliberately distinguishing itself from the grand narratives of flagship boutique experiences, this activation employed the city's cultural infrastructure—bookstores—as its vessel, integrating the brand's century-old leather craftsmanship heritage, originating from its 1846 Madrid workshop, into Shanghai's local reading culture through lightweight, low-intervention spatial strategies.

Examining spatial narrative and formal language, the project fully respected the original vintage literary texture and architectural atmosphere of the bookstores, operating under the premise of "non-disruption." The overall visual palette anchored itself in cream white, natural wood brown, and the brand's signature lion red, continuing LOEWE's warm, minimalist aesthetic; small thematic display corners were added, utilizing low wooden display stands, matte paper decorations, and compact fiberglass lion art sculptures to naturally embed the 180th anniversary publication 180 Years of Craft , miniature anniversary handbag displays, and red lion sculptures between the bookshelves. Leather craft graphic panels and anniversary-themed illustration posters were interspersed among the pages, seamlessly weaving brand historical narrative with the act of reading. Production-wise, low-intervention modular soft furnishings were employed with no large-scale hard-structure installations, using soft warm-toned floor lamps to enhance the bookstore's serene atmosphere, achieving natural brand thematic penetration while maintaining daily bookstore operations.

On-site mechanisms included complimentary publication distribution and lightweight social check-in interactions, allowing visitors to form a gentle immersive experience through textual reading, static object viewing, and thematic photography, unlocking limited-edition paper peripherals. This design transformed the traditionally high-threshold commercial scenarios of luxury goods into low-pressure cultural touchpoints.

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