JL Perspective｜LOEWE x JL Brand Strategy Planning

LOEWE’s unprecedented grand-scale operation in Taiwan, hailed as the most spectacular luxury brand event in Taiwan post-pandemic, saw the LOEWE Paula’s Ibiza Taiwanese night market-themed event conclude with great fanfare. With over 6,000 visitors across four days, the media praised it as the most engaging luxury event in recent years. The fact that media, typically focused on quick photo opportunities, enjoyed the full five-hour event from opening to closing, along with the enthusiastic reactions from VIPs and guests on media night, attested to the event’s resounding success. As the excitement of the event subsides, the project’s greatest challenge is revealed: this marks LOEWE’s bold departure from convention, investing in a brand event deeply rooted in local culture. With numerous firsts, this initiative was destined to be a challenging yet groundbreaking journey.

How was JL able to manage such a challenging task?

International luxury brands globally broadcast consistent visuals, content, and event formats. The brand guidelines serve as the highest guiding principles, key to strongly constructing brand image and attitude. However, social media has eliminated time lags in luxury event communication, enabling real-time global reach. Brands are pulling out all the stops to engage with different markets, satisfying discerning luxury consumers who have seen it all. They aim to create experiences that resonate with local sentiments and achieve emotional connections. This ability to balance global consistency with local relevance is the essence of effective brand strategy planning.

JL’s challenge was to balance the diverse needs of stakeholders while showcasing the brand’s unique value. The project’s core wasn’t merely to reinvent the Taiwan night market concept, but to enhance brand image, and maximize opportunities for brand exploration within its framework. The goal was to craft a story that was uniquely Taiwanese yet innovative. Through creative thinking, the brand strategy seamlessly integrated core brand concepts, stimulating consumers’ appreciation of local cultural elements and delivering a fresh, captivating experience.

The challenge with cultural themes lies in going beyond surface-level representations. How can the night market theme transcend superficial collaborations and truly embody the essence behind cultural codes? The key lies in a nuanced understanding, connecting and designing beyond mere visuals to integrate new perspectives through content and form.

JL delved deep into this life-inspired theme, repeatedly examining its brand relevance and the authenticity of its local appeal. Their bold yet meticulous design thinking and execution resulted in a surprising and impactful experience.

The process involved asking the right questions, probing further, and digging deeper. Under the framework of cultural relevance and rationality, they explored how to creatively present Taiwan’s local cultural elements and artistic creations. This approach showcased a unique brand perspective, articulating a new language where local culture represents international luxury.

The differentiation comes from this detailed grasp: how to play with and position these elements to truly connect or design them, going beyond visual imagery. It’s about integrating new viewpoints from both content and form, speaking a fresh dialect where local culture becomes the voice of global luxury brands.

JL has extensive experience handling Taiwanese cultural topics. Their differentiated advantage lies in their ability to break away from traditional luxury PR event company routines and address brand pain points effectively. JL’s approach starts with deconstructing problems, then demonstrates mastery in design interpretation and media utilization. They skillfully balance brand image, local cultural relevance, and creative communication both internally and externally.

The LOEWE Ibiza event was not a top-down project fully conceived by headquarters and simply handed to the Taiwan market for execution. Instead, it was an innovative process involving the brand’s headquarters to an ongoing dialogue to approach the event in an innovative and unconventional manner.

The challenge lay in bridging the gap between international brand language and local elements. JL’s task was to integrate the refined taste of luxury brands into the contrasting, complex local night market event. This tested JL’s ability to align design and brand strategy with core brand concepts.

JL faced the complex task of reconciling creative differences and incorporating Taiwanese elements like stinky tofu and night market signs while maintaining brand consistency. They had to strike a delicate balance between the raw energy of local culture and the refinement of luxury, between Eastern and Western tastes. JL DESIGN skillfully managed communication and resources to ensure all parties shared a unified vision.

The process involved navigating significant cultural differences in workflows and rhythms between international brands and the Taiwan market. JL had to reconcile the conflicting work processes of large corporations and agile local teams. They found optimal solutions for differences in work pace and communication styles.

Ultimately, brand strategy planning and design integration emerged as the core challenges, surpassing even the creativity of the LOEWE Ibiza – Night Market LIVE event itself. JL’s ability to harmonize these diverse elements while staying true to the brand’s essence was key to the project’s success.