LOEWE x ON RUNNING
Cloudtilt
A canvas for craft
Insight: Bring the craft of movement to life.
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LOEWE’s 2023 collaboration with Swiss performance brand On Running seamlessly marries expressive artistry with performance innovation. The launch of Cloudtilt takes the lifestyle sneaker into elevated territory, inviting the world to discover a fluid, precision-crafted ride that responds to the wearer’s movement.
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 CloudTec® Phase midsole technology in a way that would make waves.
Idea: A Walk of Art.
To keep pace with the Cloudtilt’s codes of innovation and craft, AKQA created a one-of-a-kind kinetic art installation that doubled as the pop-up’s space floor.
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By stepping onto the art installation, visitors where transported into a realm of aesthetic wonder. The shoe's design unfolded like ripples, each step painting a masterpiece and a trail of moving art. The end result is an poetic retail experience. A pop-up that made you look down.
Craft
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Three signature Cloudtilt colorways: Purple Rose, Lime Green and Forever Blue, inspired delicate, gossamer-like clouds that rippled across the floor. Layers of iridescent hues on a futuristic knitted mesh, paired with the LOEWE anagram and On Running’s mark, shimmered to life with each step.
Technology
The installation pushed the boundaries in reactive kinetics. Bespoke coding, inspired by reaction-diffusion principles, brings the animation and real-time responsiveness to life. The entire installation was housed in a state-of-the-art touch screen, specially reinforced to become the space floor.
Wonder, beyond borders.
What began as an experimental step in Dubai proved its resonance on a larger stage. For the next collaboration with On, LOEWE adopted the Walk Of Art concept across flagship destinations worldwide, from the front facade of Selfridges, London to Dubai Mall, Shanghai IAMP, and Chengdu. An idea born of craft and movement had, quite naturally, gone global.
Credits
Agency:
AKQA
Location:
Dubai
Original Concept:
Taraka 'TK' Tennakoon
Collaborators:
Joshual Lim - Group Creative Director, Mahmoud Elsamman - Senior Motion & CGI Artist
Results & Impact
Elevating the future of retail into the clouds.
Transforming the transient pop-up into a transcendent art experience, and accompanying the global campaign photographed by French image-maker Thibaut Grevet, the LOEWE x On Cloudtilt installation at the Mall Of The Emirates became a must-see destination for loyal LOEWE clients and running performance enthusiasts alike. Guests could discover the new range, engage in a unique experience, and receive personalised services from Client Advisors as their movement created art.
This led to the entire collection being sold out in 3 days, a full 2 days before the pop-up had completed its run.