Loewe at Shanghai Oriental Land — LOEWE Bamboo Castle (2023)

Shanghai Oriental Land, an outdoor events park, hosted LOEWE's bamboo-castle installation during the Shanghai Strawberry Music Festival.

The venue

Shanghai Oriental Land is a large outdoor park and events ground in Shanghai, used for public gatherings, outdoor activities and music festivals. Its terrain combines open lawns, paths and planted areas, giving large events room for temporary stages, installations and visitor circulation. The site is not a built exhibition venue; it operates as a flexible open-air setting that changes with each event.

How the space was used

During the festival, the park hosted a castle-shaped bamboo installation built from reclaimed Yunnan bamboo-craft pieces and natural bamboo, created with artist Zhu ShengSheng. The structure occupied a defined area within the festival grounds, forming a stop on the visitor route while the surrounding open site absorbed event crowds and circulation. It functioned as an art installation rather than a conventional brand booth.

Why it works here

Outdoor music festivals suit temporary, material-led installations: open park terrain can accommodate structures that would be difficult indoors, and festival audiences move through the site with time to encounter art between sets. The natural setting also supports the project's focus on bamboo craft and sustainability.