LOEWE Brand Event

① Brand New Experience: Immersing in Local Culture, Embodying Brand Philosophy

Integrating Taiwan's night market culture with LOEWE's core brand values of craftsmanship and innovative thinking, along with the free-spirited and joyful elements of Ibiza, we created a brand new experience for consumers in Taiwan. This unique blend incorporated Taiwan's local, vibrant, and spontaneous spirit, resulting in an innovative brand activation.

② Cross-domain Integration: New Perspectives on Culture and Food

JL DESIGN has invited experts in different domains, themed around vibrant, everyday night markets, to curate the very special experience. Double Grass, organizers of the experimental and largest independent art book fair in Taiwan, "Taipei Art Book Fair," transformed night market games like goldfish scooping, fortune-telling, and face painting into new experiences full of local creativity. Foodie Amber, known for reinterpreting Taiwanese food stories, was invited to reimagine five classic night market foods, changing flavors, shapes, and sizes to satisfy taste buds while bringing an interesting new perspective. JL DESIGN coordinated these two curatorial teams, allowing them to inject fresh ideas into the event from their unique perspectives, enriching the night market theme.

③ Innovative Approach: Rethinking Established Processes, Implementing Creative Ideas

Through months of cultural exchange and dialogue, JL DESIGN and the LOEWE team collaborated to challenge the established processes and brand guidelines for luxury events. By introducing innovation to the regular event format and resolving challenges, the two teams implemented a new approach. This approach delivered an event that balanced brand perspectives with local cultural relevance, ensuring a meaningful connection between LOEWE and Taiwanese culture. This cross-regional cooperation demonstrated how to effectively integrate brand standards with local cultural elements.

JL DESIGN ╳ Double Grass ╳ Foodie Amber

① Ordered Chaos of Nightly Routine

Double Grass transformed the Xinyi District into a nighttime experimental platform, recreating common night market games and services like goldfish scooping, fortune-telling, face painting, and spray painting. These were integrated with spatial elements like sugarcane balloon stands, stainless steel tables and chairs, and goldfish pools. Seven DJs provided background music, each offering their contemporary interpretation of Ibiza spirit and Taiwanese music styles. Participants were invited to follow vendors, artists, and music off the beaten path, freely entering an imaginative night of ordered chaos.

② Reimagining Classic Night Market Snacks

Foodie Amber started with classic night market snacks, injecting new life into five dishes: xiaolongbao, grilled sausages, fried sandwich with salad, bubble tea, and stinky tofu. Four distinctive food brands were invited, including the Chinese ice cream king - Ninao, national treasure Taiwanese cuisine - A Sha Restaurant, brown sugar master - TRUEDAN, and Hsinchu's trendiest new-style stinky tofu - Fancy Tofu. They joined forces to deliver sensory impacts, boldly changing flavor imaginations, shapes, and sizes, injecting creative flavors into classics.

③ Relaxed and Orderly Cultural Artistic Landscape

LANDHILLS presented the event scene as a collision between the free-spirited, casual atmosphere of Spanish islands and the randomness and crowdedness of Taiwanese night markets, creating new ideas. In addition to the key prints from LOEWE Paula's 2024 collection, they reshaped the overall space and installations through color translation and proportion displacement. They integrated common night market elements like lanterns and neon lights with Taiwan's night market classic spatial elements such as archways, flags, sugarcane juice stands, fruit stands, balloon vendors, large bucket drink stands, goldfish scooping pools, and poke-a-prize walls, weaving a relaxed and orderly cultural landscape.

④ On-site Visual Details

JL DESIGN extended the event's core to familiar objects in night market culture, such as flyers and stickers, to express the noisy, earthy visual impressions of night market spaces. These portable visual elements were arranged in a guerrilla style, randomly scattered throughout the venue for participants to freely use, increasing interaction and participation. Sign design, an important visual carrier in night markets, continued the chaotic, individualistic spirit of traditional night market signs, also incorporating creativity from classic snacks, evoking nostalgic humor. The design team flexibly used sign designs, flyer designs, menus, and stickers to integrate information about food, experiences, and DJ performances, creating the casual and free atmosphere unique to night markets.

"The most Taiwanese-flavored stylish night market." — Vogue "Stylish yet artistic, blending Taiwan's night market, a very interesting mix." — 9m88 / ELLE "Showcasing the brand's spirit of embracing diverse cultures in unexpected ways." — Marie Claire "When night markets become the strongest diplomacy! Taiwan's cuisine and creativity impressed even the brand headquarters." — Harper's Bazaar "JL DESIGN as main producer, Double Grass as curator, Foodie Amber planning dining experiences, LANDHILLS responsible for spatial installations, jointly conceived this incredibly fun night market experimental game, rewriting the cultural intersection of East and West, ancient and modern." — A Day Magazine "The event featured experimental night market games, traditional snacks given unconventional creativity, and a fusion of Eastern and Western, ancient and modern spaces. Being there, I once again felt that aesthetics and local elements can perfectly combine, and vitality is the key to touching people's hearts." — Wazaiii "It's both a solo performance by each artist and a collision creating a noisy yet harmonious melody. Whether adding food, games, folklore, costumes, interactions, art, or space, every person, every creation, every daily life is unique. This is a chaotic yet orderly large-scale cultural experimental field." — VERSE