In 2015, Jonathan Anderson surprised Paris with an armed cubist bag of geometric panels that folded like origami. Ten years later Loewe – who won the Luxury Grand Prix in Cannes Lions 2024- converts that object of worship into a universe where luxury is gamified: “Puzzle 10”, the orchestrated campaign with Stink Studios, brings 19 historical reissues back with an unpublished design and releases Los Puzz, Characters-Charm ready to take the screens and windows.
Stink has sought that the presentation of the collection has a web experience as an axis Mobile-First: Upon entering, a 3D puzzo with a round head, ears of his own verbiage, invites to turn a dynamic roulette where each stop opens the history, materials and anecdotes of a concrete puzzle. Who unlocks all bags receives a secret prize that, in line with the philosophy of the loot boxesor rewards boxes in video games, thus promoting repetition and viralization.
It should be noted that the characters of The puzzo are not mere charms: Stink has endowed them with their own personality, tone and accent based on the bag they represent, from the tartan to the cowboy, giving the luxury a character design layer that brushes the indie animation.
“We wanted to celebrate the handicraft of Puzzle and, at the same time, let the puzz lead the story in a playful and vibrant way”says in a statement Silvia de León, Global Omnichannel & E-Commerce director at Loewe.
“Briefing was simple: bring people closer to these reissues and their puzz.adds Cameron Temple, executive creative director at Stink Studios.
Phygital fusion: from Harrods to Easter egg
Stink Studios has collaborated with Harrods in a promotional film for Loewe’s Pop-up, produced by Stink and directed by Dan French, in which the puzz puppets appear making mischief by the iconic store, adding a real dimension to the campaign.
The campaign extends to Loewe Casa stores, where Illustrated characters from Puzz They appear with QR codes to guide buyers to complete online experience. And for fans that explore Loewe’s main website, a logo animation reveals a Easter egg that leads directly to the collection of the new puzzle bag. With the aim of increasing expectation, Stink Studios has also created animations for social networks with 3D Puzzle characters.
The puzzle bag, inspired by the Origami technique, became an icon since its debut in Paris in the 2015 season and captivated the fashion world. Since then, Loewe has collaborated with creatives from all over the world In limited editions.
