SDD25/08_03: Loewe is redefining experiential retail with its Golden Cycling Tour, a campaign that seamlessly blends luxury fashion, local culture, and interactive exploration. In partnership with Hello Bike, this initiative invites participants to explore Shanghai on custom-designed golden bicycles, inspired by the shimmering gold facade of the newly opened Loewe House in Shanghai. By cycling a total of 3 kilometers, riders earn a limited-edition medal, which grants access to the Loewe Golden Cycling Limited Pictorial, a beautifully crafted booklet that delves into the intricate craftsmanship of Loewe’s golden bricks and Shanghai’s rich cycling history. Medal holders can also enjoy a complimentary coffee at the Loewe coffee cart, open on select dates at Loewe House Shanghai.
The Loewe Golden Cycling Limited Pictorial features the Shanghai Golden Road Book, a curated guide highlighting 16 must-visit locations that reflect Shanghai’s artisanal craftsmanship, local lifestyle, Spanish influences, and iconic golden landmarks. Participants can follow the interactive route via the Hello App, turning a simple bike ride into a cultural and luxury-driven journey. By integrating digital engagement, local storytelling, and physical activity, Loewe has created a retail experience that extends beyond store walls, offering an exclusive yet accessible way to immerse consumers in its world. This activation not only celebrates Shanghai’s vibrant cycling culture but also sets a new standard for how brands can merge retail, heritage, and interactive design to captivate modern audiences.
Pictures courtesy of Loewe / Various.
