Spanish fashion house Loewe has unveiled an immersive digital experience to mark the 10-year anniversary of its iconic puzzle bag.
As part of its celebration, the brand has re-released 19 of its Puzzle Bag designs and introduced one new design. It has also launched a new bag charm range, Puzz, each one corresponding to a specific bag.
Devised by Stink Studios, the immersive experience introduces audiences to the 3D animated versions of the Puzz range. Each character has a unique voice and personality, aligning with the bag it represents.
Silvia de Leon, global omnichannel and eCommerce director at Loewe, said: “We marked the 10th Anniversary of our Puzzle bag with a vibrant and engaging digital activation.
“This celebration highlighted the craftsmanship and deep storytelling behind the Puzzle re-editions while introducing the charming Puzz characters, who playfully guided participants through the experience.”
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Loewe also collaborated with luxury department store Harrods to create a promotional film for a pop-up. The spot follows the charms as they pop up throughout the historic store. It was directed by Dan French and produced by Stink.
The fashion house will extend the experience into its Casa stores, where illustrated versions of the characters will appear with QR codes. Shoppers are able to scan the QR codes for the full online experience.
To support the marketing drive, Stink Studios has also created a social-first animation.
Cameron Temple, ECD at Stink Studios, said: “The story of the Loewe Puzzle bag is one of incredible craftsmanship and exciting creative collaborations, and now, the arrival of Puzz.
“Our brief from the Loewe team was to get people closer to these Puzzle re-editions and their related Puzz, as we celebrate 10 years of this instant classic.”
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