Loewe at Modern Sky LAB — LOEWE Club Paula's Summer Concert (2020)

Modern Sky LAB, a Shanghai live music venue, hosted LOEWE and Modern Sky's Club Paula's summer concert.

The venue

Modern Sky LAB is a live music venue in Shanghai associated with the Modern Sky music company. It is configured as a performance room with a stage, standing floor and technical set-up for concerts and club-style programming. Its usual programme is music-led, making it a working venue rather than a retail unit, gallery or temporary event shell.

How the space was used

For Club Paula's, the venue was used as a summer concert room: the stage held live performances by four billed acts, while the floor was kept open for a standing audience. Branding and the Club Paula's name framed the music programme, and circulation stayed focused on the stage rather than on product displays or separate rooms.

Why it works here

A live music venue suits a music-led brand project because the stage, sound set-up and club-like audience flow already exist. LOEWE could present Club Paula's as an evening of performances rather than build a temporary set in a retail or exhibition space.