Dutch studio OMA has designed Loewe's Crafted World exhibition, currently on show in Shanghai, which aims to celebrate the brand's craftsmanship.
Crafted World, the Spanish fashion brand's first public exhibition, has launched at the Shanghai Exhibition Centre where it is taking over an entire wing of the 1950s building.
The exhibition is on show at Shanghai Exhibition Centre
Designed by Ellen van Loon and Giulio Margheri from OMA, the exhibition is organised into a series of thematic spaces that aim to highlight the brand's history of craftsmanship.
This is the first time OMA has worked with Loewe, and van Loon believes the outsider view it brought helped uncover elements for the exhibition that the brand hadn't thought of.
Loewe fashion looks are presented in an open-grid space "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," van Loon told Dezeen.
"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," she continued.
The exhibition is designed by Dutch studio OMA. Photo is by Frans Parthesius, courtesy of OMA
The exhibition was curated by Loewe creative director Jonathan Anderson as "a homage to all the craftspeople around the world that have dedicated their lives to the handmade."
It ...