Loewe’s CMO on the brand’s exhibition strategy as it opens Crafted World in Tokyo

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The Loewe exhibition is back — and bigger, flashier and more culturally dialed-in than ever. Following a high-profile debut in Shanghai in March 2024, the Spanish luxury house has brought the immersive experience to Tokyo’s Harajuku district to cement its presence in one of its longest-standing markets.

The exhibition, developed in collaboration with architecture firm OMA, will run from March 29 to May 11. For Loewe, it’s about showcasing nearly 180 years of craftsmanship with a playful, youthful twist.

“We’ve been in Japan for 50 years now,” said Charlie Smith, Loewe’s CMO. “Outside of Spain, it’s our second-oldest market, and we’re constantly finding new ways to connect with both loyal clients and a younger audience discovering Loewe for the first time.”

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