Loewe at Shanghai Film City — Loewe x Shanghai Film City Lunar New Yea (2026)

Loewe occupied Shanghai Film City, a historic cinema, for a Lunar New Year project across its atrium, public halls and auditoriums.

The venue

Shanghai Film City is a working cinema complex in Shanghai, described in the record as an Art Deco heritage building dating to the 1930s (opening date not verified). Its programme is normal film exhibition: ticketing halls, connecting corridors and auditoriums with red velvet seating. Public areas are large enough to hold installations, and the building is a reference point in the city's film culture.

How the space was used

The atrium held a suspended kinetic sculpture modelled on a horse saddle. Corridors and the ticketing hall carried limited-product display cases, while auditoriums used projection mapping of leather grain across the seating. A Lunar New Year screening package turned popcorn buckets and ticket stubs into branded objects, so the campaign ran through the venue's ordinary circulation rather than a single room.

Why it works here

A cinema supplies a seated, attentive audience and a ready narrative frame that retail floors do not. Here the Art Deco fabric and the existing film-going ritual carry the atmosphere, so a few inserted elements — one sculpture, projection, display cases — read as part of the building rather than as advertising.