On a two-story IFA stand, visitors were able to immerse themselves in a holistic LOEWE cosmos of intuitive worlds of color, touch and scent, allowing them to enjoy the brand and its products with all their senses.
The centerpiece and magnet of the 2,500 square meter area: a seemingly floating, rotating dome in the middle, with screens for an inspiring audiovisual dream journey accompanied by uplifting waves of fragrance and light.
In this way, the LOEWE brand was positioned as a modern, innovative and at the same time emotionally approachable multimedia company with its high, purist design combined with the highest quality technology and precise finish.
In addition to the fair architecture and realization, Atelier Mel Weisweiler was the lead agency and was also responsible for all communication measures from the fair invitation to the scent, light and multimedia staging as well as the outfit and briefing of the fair crew.
Following the innovative fair appearance, concept elements were transferred to Loewe stores in several German cities. This resulted in two years of marketing consulting for the Loewe marketing board in order to express the new emotional orientation in new agency briefings.
Corporate Identity, Design Concept, Fair Architecture, Fair Appearance, Marketing Consulting
