As selected by the Luxe.CO Jury, the marketing campaigns of the following two brands have made it to the top cases list of the 【Luxe.CO Biweekly Ranking】Top Cases List, Issue No. 6, 2024:
1) Loewe, a Spanish luxury brand
2) Versace, an Italian luxury brand
3) Hermès, a French luxury brand
From March 16 to April 2, 2024, the 【Luxe.CO Biweekly Ranking】 included 30 brand activities from 20 luxury brands in the Chinese market, comprising marketing updates (13), offline channels (2), pop-up stores (10), online channels (1), and ambassador appointments (4).
— Highlighted Cases —
1) Spanish luxury brand Loewe
Case: Loewe held its first major brand exhibition in Shanghai
Loewe organized its first major brand exhibition in its 178-year history at the Shanghai Exhibition Center. Titled “Crafted World,” the exhibition was curated by the brand’s creative director, Jonathan Anderson, with Shanghai as the global premiere location, showcasing 800 art pieces related to the brand’s history.
The exhibition, spread across 6 major spaces and 17 halls, narrated Loewe’s long history. For example, 9 immersive spaces demonstrated how Loewe collaborates with artists from various fields; the “Fashion Without Limits” area displayed 69 iconic pieces by Jonathan Anderson; the “The Atelier” area recreated the process of making Loewe’s signature handbags; additionally, many “little animals,” a playful element by Jonathan Anderson, were hidden in corners of the exhibition space.
This major exhibition presented a unique perspective by Jonathan Anderson, showcasing Loewe’s century-old craftsmanship tradition and shaping a multidimensional, approachable, and engaging brand image among Chinese audiences. The Weibo topic #LoeweCraftedWorld has already surpassed 4.55 million discussions and 230 million views.
2) Italian luxury brand Versace
Case: Versace opened the first Versace hotel in Asia in Macau
Versace opened the Palazzo Versace hotel in Macau at the Grand Lisboa Resort, marking the brand’s first hotel in Asia. The Palazzo Versace has another location in Dubai, UAE.
The hotel’s design exudes Italian palatial elegance, with the lobby featuring over 80,000 hand-laid enamel mosaic tiles; classic Medusa logos, Greek frets, Baroque patterns, and traditional Chinese elements such as chrysanthemums and auspicious dragons blend seamlessly in the lobby, spa, and indoor and outdoor pools.
The hotel boasts 271 guest rooms and suites, each equipped with Versace Home specially designed bedding and lighting, as well as Italian terrazzo flooring and hand-laid mosaic tiles, fully embodying a luxurious travel and lifestyle.
3) French luxury brand Hermès
Case: Hermès hosted the 2024 Summer Men’s Fashion Show in Shanghai
Hermès held its 2024 Summer Men’s Fashion Show in Shanghai, with Véronique Nichanian, the artistic director for Hermès men’s universe, attending the event, providing a unique fashion show for the audience.
The collection emphasized lightness, utilizing materials such as silk, cotton, tech fabrics, and cashmere; this sense of lightness was also reflected in subtle colors, including white, sandy yellow, steam color, ice crystal color, and jade green — a blend of mineral tones that complemented and reflected each other.
Chinese actor Wang Yang, director Guo Fan, dancer Liu Jia, athlete Wu Dajing, architect Liu Yichun, and designer Wang Yuheng were invited by the brand to participate in the show, allowing the audience to vividly experience the brand’s diverse facets.
— Marketing Updates —
4) On March 19, 2024, Swiss luxury watch brand Breguet hosted an online live stream event at the Breguet Time Art Museum in Shanghai. Emmanuel Breguet, the seventh generation of the Breguet family and Vice President and Museum Curator, shared the brand’s long history since its inception in 1775 and its continuous innovation in watchmaking.
5) British luxury jewelry brand De Beers Jewellers held the “Inspired by Nature” high jewelry exhibition in Shanghai, showcasing over 300 pieces including precious yellow diamonds, pink diamonds, and rare blue, green, and orange diamonds. A notable highlight was the debut in China of a rare 1.26-carat Radiant-cut red diamond.
6) From March 29 to April 7, Italian luxury brand Gucci presented a ten-day light and art show on the exterior of the Metropolitan Opera House in Taichung. The main visual of the opera house was transformed into the brand’s new visual, “Gucci Ancora Red,” featuring fashion shows by Creative Director Sabato De Sarno and multimedia artworks by Milan artist Sasha Stiles.
7) Luxury jewelry brand Qeelin celebrated its 20th anniversary with the “Miracle Garden” high jewelry private exhibition in Hangzhou. The exhibition featured jewelry inspired by bamboo, goldfish, lotus, and gourds, including the limited edition Wulu 20 high jewelry series.
8) French luxury brand Hermès invited French artist Jean-François Fourtou to create an artistic window display for the brand’s flagship store in Taipei’s Breeze Plaza, celebrating Hermès’ 2024 theme, “The Spirit of Faubourg.”
9) Spanish luxury brand Loewe displayed a giant Flamenco Purse handbag art installation outside the west gate of Shanghai’s Plaza 66.
10) Italian luxury brand Ferragamo collaborated with crossover artist Wang Lingchen to exhibit an interactive art installation titled “Long Time No Hug” at the Landmark Plaza store in Hong Kong.
11) Italian high-fashion brand Max Mara hosted a limited time event at Chongqing Starlight 68 Plaza, with decorations inside the cable car reflecting the “Pastoral” theme of the brand’s 2024 Spring/Summer collection.
12) French modern jewelry brand Fred hosted “The Sunshine Jeweler” high jewelry dinner in Sanya, showcasing a variety of high jewelry pieces, including the Monsieur Fred Inner Light series.
13) Italian high-end women’s fashion brand Curiel launched the first “Blooming by Her” award night in Shanghai, honoring twelve outstanding young women in the fields of drama, dance, art, film, music, and fashion, including notable figures such as Koki, Tan Yimei, Hao Ruoqi, Tan Yiling, Cao Yino, Huang Miyi, Lu Xingchen, Zhang Zipiao, Yin Zhi, Liu Wenwen, Qian Yuting, and Xu Lidong. The event also featured three precious Curiel archive haute couture pieces and three new haute couture pieces from the 2024 Autumn/Winter collection.
— Offline Channels —
1) French luxury footwear brand Christian Louboutin opened its first store in Ningbo at the Hankyu Department Store.
2) Italian luxury brand Bottega Veneta opened a new store in Banqiao’s Grand Far East Mall in New Taipei City, Taiwan. This store is the first in Taiwan designed by Creative Director Matthieu Blazy, showcasing a completely new style.
— Pop-up —
1) Italian luxury brand Versace opened a pop-up store in Beijing’s China World Mall.
2) Spanish luxury brand Loewe opened a pop-up store in Shanghai’s Plaza 66.
3) Italian high-fashion brand GIADA opened a pop-up store at Jiuguang Department Store in Shanghai, showcasing its 2024 Spring/Summer collection.
4) British luxury jewelry brand De Beers Jewellers established a “Enchanted Lotus” limited-time experience space in Shanghai’s IFC Mall.
5) French luxury brand Louis Vuitton opened a limited-time space for jewelry and watches in Hangzhou’s MixC Mall.
6) French luxury brand Louis Vuitton opened a curated gift limited-time space in Hangzhou Tower Shopping City.
7) French luxury jewelry brand Van Cleef & Arpels opened a “Frivole” limited-time experience space in Ningbo’s Hankyu Department Store.
8) French luxury jewelry brand Van Cleef & Arpels opened a “Frivole” limited-time experience space in Fuzhou’s MixC Mall, marking the first stop of the national tour of the experience space.
9) Italian luxury brand Marni opened a pop-up store at the Joy City in Shenzhen.
10) German luxury luggage brand RIMOWA opened a pop-up store in Zhengzhou’s David Plaza.
— Online Channels —
1) The Swiss luxury watch brand HUBLOT has launched its official flagship store on Tmall.
— Brand Ambassador Appointments —
1) The French contemporary jewelry brand Fred has announced Crystal Zhang as the brand ambassador for China.
| Image Credit: Provided by the brand, official brand channels
丨Reporter：You Jia
| Editor: LeiZhi
