Loewe New Year Lantern Festival Activation, Yuyuan Garden Nanjing China.

SDD26/03_05:

Tradition, Translated:

Loewe Reimagines Lunar New Year Through Light

Loewe transforms Nanjing’s historic Yuyuan Garden into an immersive cultural stage with A New Year’s Lantern Festival, a brand experience that sits at the intersection of heritage, storytelling and contemporary design. Rather than placing a pop-up inside a neutral retail box, the brand chooses a living landmark, allowing architecture, landscape and tradition to become active collaborators in the experience.

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