After a pilot project in Seoul, the Spanish company belonging to LVMH has opened its first Casa Loewe lifestyle flagship in Shanghai, China. By establishing its largest store in Asia, designed as “a living collector’s house”, Loewe is strengthening its image in China as a company committed to craftsmanship in China.
Could this be the return of bling?
Without going that far, it is clear that gold is now displayed unabashedly in the new Asian stores of the LVMH group, which is also a fan of generous surfaces. But in a modernized form of luxury, where experience and lifestyle are increasingly invited in.
Last December, the group’s flagship brand, Dior, inaugurated its concept store called “Dior Gold House” in Asia, in Bangkok. As its name suggests, this fifth address, in the capital of Thailand, brings together its different worlds under one roof and is entirely clad in gold, on its façade as well as inside. Framed by a lush garden, this ephemeral boutique, with an expected lifespan of two years, inspired by the Avenue Montaigne headquarters, brings together, over 1000 square meters, all the worlds of the fashion house (fashion and accessories, jewelry, beauty, lifestyle, tableware) but also, at its heart, a café run by three-star Argentinian chef Mauro Colagreco.
A chic and golden offensive
This February, a new chic, spectacular and golden offensive in Asia by a company in the LVMH galaxy. This time it is the Spanish company Loewe, which has just opened its new flagship lifestyle store “Casa Loewe” in the Jing’an district of Shanghai, which is destined to last.
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Featured photo: © Loewe
