LOEWE
Casa LOEWE
Engineering an easy-to-use, online flagship for one of luxury fashion’s most eccentric brands.
Insight
LOEWE does it differently.
Today, Loewe is the only Spanish heritage house, with a history steeped in local craft and culture.
Since his appointment as creative director in 2013, Jonathan Anderson has overseen a bold new chapter for the house, evidenced through an intellectual, yet playful approach to fashion. Innovative and vibrant, his vision reflects Loewe’s Spanish heritage and unmatched expertise with leather.
Through collaborations and projects, Loewe is committed to demonstrating the significance of traditional craftsmanship in modern times. The house supports artists and artisans around the world through collaborations and projects including the LOEWE FOUNDATION Craft Prize, its annual exhibition at Salone del Mobile in Milan, and the Chance Encounters exhibition at Art Basel Miami.
In the online universe, where high fashion experiences blend into a common denominator, our ambition was to celebrate Loewe’s vision of luxury and whimsy, creating an efficient business solution that could launch with speed and scale over time.
I like classicism meets modernity. I like man versus woman. I like contradictions that work. I like one thing one minute, then I like to break it.
Idea
An art gallery inspired UX/UI system to honour LOEWE’s commitment into art.
Going beyond cookie-cutter design and best practices, AKQA crafted an e-commerce experience inspired by the purity of experience of the art gallery, where the minimalist interface allows focus on the beauty of the products, conveying the quality of the craft.
The unique user experience and design system combines brand codes with highly functional e-commerce features, to deliver a seamless and unique customer experience.
Impact
An infinite online gallery anticipating and empowering all future brand needs.
Within six months, Loewe’s new online experience was live. Combining the brand narrative and unique perspective with highly functional product discovery and transaction, the site was deployed in 4 languages and more than 20 markets, with the new platform empowering the brand and business team to create a singular and seamless online customer experience.
The storied bricks-and-mortar experience has been reflected in the online space through a refined digital interface and careful curation that speaks intimately to the culture and heritage of the brand.
- Sales vs previous year: + 165%
- Conversion rate: + 108%
- Product exploration per session: + 20%
