Loewe transforms Nanjing’s Yuyuan Garden into an immersive brand world with A New Year’s Lantern Festival, blending heritage, storytelling and contemporary design. Rooted in traditional lantern craftsmanship, custom installations inspired by LOEWE’s Lunar New Year animation weave through the historic garden, turning culture into experience. It’s retail without selling, using narrative, craft and place to build emotional connection. A powerful example of future-facing brand ac