An ex hibition that marks a histor ical tur ning point
In March 202 4, the leading Spanish lux ury brand , Ro é be , held its first large - s cale ret ros pe ctive ex hibition " C raft ed World " in Shanghai in its 178 th annivers ary . This ex hibition is the first attempt in the history of the brand since its found ing in 184 6, and the first step in Shanghai , China , is a symbo lic event that demonstrat es the strateg ic importance of Lo eb in the Asian market .
The opening cerem ony of the ex hibition will be att ended by Jonathan Anderson , who has been the art istic director since 2013. He came in just after his solo ex hibition at the SK P - S in Beijing and spoke directly about the brand ' s vision to fans and media in China .
What the 178 th An nivers ary Ret ros pe ctive Me ans
Why did Ro é be hold its first ret ros pe ctive ex hibition on the occasion of its 178 th annivers ary ? According to expert analysis , there are three important reasons for this .
- Rede fin ing your brand identity: the need to re - ex pose the tradition of c raf ts mans hip and innovation to the world in the context of rapid global ex pansion in recent years
- Strateg ic approach to the Asian market: Building a brand story , especially for China and other emer ging wealth y people
- Sum m ary of the Jonathan Anderson era:: An opportunity to review the reform s of the past dec ade and set out the direction for the next
The ex hibition tit led " C raft ed World " express es the fusion of " c raf ts mans hip " and " gl obal perspective " , which are the core values of Lo ewe .
High lights and special ex hib itions of the ex hibition
The " C raft ed World " ex hibition features around 200 tim eless obje cts , from pre cious arch ival works that un ra vel the history of Lo ewe to the latest collection by Jonathan Anderson .
Parti cular ly note worthy is the corner where the original 19 th - cent ury le ather goods are compared with modern icon ic bag s " pu zz les . " It ' s a visual understanding of how traditional technologies have evol ved and are being re inter pret ed as a modern design language .
In addition , there are many ways to con vey the brand ' s commitment to manufact uring in a multi - fa cet ed way , such as demonstr ation cor ners of le ather work by Spanish artis ans and interac tive ex hib itions that introduce the process of material development .
Lo ewe ' s strategy in the Chinese market
The choice to host the world ' s first event in Shanghai is a strong demonstr ation of Lo ewe ' s commitment to the Chinese market . China ' s lux ury consumption is under go ing quali t ative changes , and the trend is increasing ly seek ing dee per stories and cultural values , rather than just brand log os .
" T hr ough this ex hibition , we want Chinese consumers to understand the intr insi c value of the brand , " said Lo ewe ' s director of China markets , emph asi zing the importance of an educ ational approach . After the ex hibition , special products will be un ve iled at flag ship st ores in Shanghai and Beijing and c raf ts man works hops will be held .
Jonathan Anderson ' s vision
Spe aking at the opening cerem ony , Jonathan Anderson explained the concept of the ex hibition , stat ing that " the 178 - year history of Lo é be has always been a dialogue between innovation and tradition . "
As he put it , " to look back is to look to the future , " the ex hibition is not just a ret ros pe ctive , but is position ed as an attempt to re inter pret traditional c raf ts mans hip with a contempor ary perspective and expl ore the future of sustainable lux ury .
As an out look for the future , Anderson affir med that " e ven in the digital age , the value of hand craft ed work will never fade , " and indi cated his intention to purs ue the fusion of analog and digital .