Meeting at the intersection of products and experiences, we find Loewe’s unexpected collaboration with Hello Bike, China’s largest bike-sharing platform.

If you haven’t learned anything about collaborations yet, this one will teach you a quick masterclass on what it takes to blur the lines between high fashion and daily life.

Reimagining the ordinary is what true luxury is all about. It’s the extra details that implant themselves in user’s minds. And with something as simple as a branded bike in a traffic congested country, you’ve just turned gridlock into a moving billboard, effortlessly increasing brand visibility with every pedal.

Democratizing Luxury
Loewe enters the streets (literally) bringing its vibrant aesthetic to urban communities. Going beyond high-fashion boutiques and spaces, the brand dissolves traditional boundaries that turn exclusivity to access. More so, to encounter, engage and be truly inspired by.

Cultural Connection
In a country where bike-sharing is a way of life, Loewe is embedding itself into everyday routines. For some, bike-sharing is a daily ritual taking them to school and work. But this is hands-down a social movement and a symbol of urban efficiency. A mode of transport that millions rely on with a signature aesthetic that’s easily recognizable becomes a familiar presence woven into the cultural fabric.

Experiential Branding
A Loewe-branded Hello Bike is a moving statement, turning city rides into mini luxury experiences. An immersive brand experience that fuses fashion with function to transform everyday commutes. When luxury blends with utility in this way, it embeds itself into the lifestyle of its audience. Unexpected yet intimate touch-points such as riding through the city’s landscape with a visual art piece make high-fashion feel personal, accessible and in every sense “in-motion.”

More Than Just A Bike
Loewe’s rolling works of art feature their craftsmanship-inspired motifs and signature brand colors. Even as something as practical as a daily commute, its’ still getting an experience upgrade because fashion is all around us, and never was only about dressing people. This philosophy moves beyond clothing proving that luxury isn’t confined to stores and runways.

The results of a campaign like this included:
— 14,000 user signups at the time of publication
— 578,000 mentions under hashtag “Loewe Golden Bike” on social media
— As an added engagement measure, participants who completed a 3-kilometer ride received a complimentary beverage at Casa Loewe Shanghai, enhancing foot traffic and in-store engagement

“Seen This Bike” Advertisement
Through strategic placement of billboard-like ads and a magazine stand featuring a branded newspaper, Loewe x Hello Bike captured even more attention from new users with:

  • Shanghai City Guide curated by both brands inclusive of the city’s best travel destinations
  • Travel advice with a spotlight on “Spain in Shanghai,” like Sunke Villa, a historical building that includes both Spanish and Baroque styles
  • Gastronomic advice highlighting several tapas bars like Casa Baja and Tres Perros
  • Introduction to the store’s gold cube design, a catalog of artwork featured inside the store, a personal essay by an art critic and a crossword puzzle

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This carefully crafted collaboration and campaign reminds us that opposites attract and even the most unexpected pairings can create something truly memorable. Access is granted in the age of the participation economy where blending luxury with function is meeting people where they are: in motion and in style.

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