OMA Designs the Loewe Crafted World Exhibition
Amy Duong — April 30, 2024 — Art & Design
Dutch design studio OMA designs the Loewe Crafted World Exhibition which is currently on display in Shanghai. The main focus of the installation is to bring attention to the fine craftsmanship by the Spanish fashion house. The show takes over a full wing at the Shanghai Exhibition Center. It is designed by Giulio Margheri and Ellen van Loon from OMA -- the two organize the space into a series of themed areas to highlight the brand's history.
Ellen van Loon speaks about the project to Dezeen, stating "When we start working with a brand, we always start research first, we do interviews and archive research, we look at the history of the company and what they are doing now. This is the first brand that we do an exhibition with on day one, so in this case, the research became the exhibition. It's sometimes easier for someone from outside to define who you are."
Image Credit: Marco Cappelletti
Ellen van Loon speaks about the project to Dezeen, stating "When we start working with a brand, we always start research first, we do interviews and archive research, we look at the history of the company and what they are doing now. This is the first brand that we do an exhibition with on day one, so in this case, the research became the exhibition. It's sometimes easier for someone from outside to define who you are."
Image Credit: Marco Cappelletti
Trend Themes
1. Craftsmanship-centered Installations - Emphasizing fine craftsmanship through immersive installations offers a unique way to showcase a brand's heritage.
2. Themed Exhibition Spaces - Creating themed areas within exhibitions can engage audiences and provide a storytelling experience for brands.
3. Research-driven Exhibitions - Utilizing extensive research to shape exhibitions can result in a deeper connection with the brand's history and values.
Industry Implications
1. Fashion and Design - Incorporating craftsmanship-centric exhibitions can help fashion brands elevate their storytelling and brand perception.
2. Event Management - Designing themed spaces in exhibitions presents opportunities for event management companies to create captivating experiences for brands and attendees.
3. Market Research and Consulting - Providing research-driven exhibition services can be a valuable offering for market research and consulting firms looking to enhance brand showcases.
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