Insight
Where craft meets technology
LOEWE’s latest collaboration with Swiss performance brand On seamlessly merges artistry and innovation to launch Cloudtilt, the latest icon of the lifestyle shoe made to move. Presented under the global campaign ‘Craft of Movement’, the world was invited to discover a smooth, precision-crafted ride that adapts to the wearer’s unique movements.
An accompanying campaign pop-up experience was to take over The Mall Of The Emirates, one of Dubai’s most fashionable shopping destinations. LOEWE sought to use this prolific opportunity and space to reimagine the Cloudtilt’s trendsetting aesthetic and newly introduced Cloud Tec® Phase midsole technology in a way that would make waves.
Idea
A canvas where your every movement is a masterpiece.
To keep pace with the Cloudtilt’s codes of innovation and craft, AKQA created a one-of-a-kind real-time kinetic art installation that turns the pop-up’s space floor into a canvas of art.
By stepping onto the art installation, visitors where transported real-time into a realm of aesthetic wonder inspired by the shoe’s design and technology. It unfolded like an empty art canvas and each step paints a masterpiece, a trail of moving art. The end result is an poetic retail experience. A pop-up that made you look down.
The signature colourways of the Cloudtilt collection - Purple Rose, Lime Green and Forever Blue - were pulled as the key point of inspiration. The artwork reimagined the shoe’s light foam midsole as delicate gossamer-like clouds. Every step on the surface evoked ripple-like wisps across layers of iridescent purple, greens and blues on a futuristic knitted mesh.
The installation pushed the boundaries in real-time reactive kinetics. Bespoke custom-created coding brings the animation and real-time responsiveness to life. Reflecting the global campaign’s of promise of the shoe adapting to the wearer’s movement, no two interactions where alike.
Impact
Reimagining tomorrow's retail as spacial art.
Transforming the transient pop-up into a transcendent art experience. The LOEWE x On Cloudtilt pop-up became a must-see destination for loyal LOEWE clients and running performance enthusiasts alike to discover the new range, engage in a unique experience and receive personalised services from Client Advisors as their movement created art.
Agency: AKQA
Location: Dubai
Motion & CGI Artist: Mahmoud Elsamman
Concept: Taraka 'TK' Tennakoon
Group Creative Director: Joshua Lim
Executive Director: Simon Ried