LOEWE BRAND
KIOSK
DESIGN CHALLENGE
For this project, I collaborated with Abigail Atwell to create five looping logo animations, designed to be displayed on vertical monitors in-store and across social media. These animations help set the mood for the shopping experience, while showcasing the quirky and luxurious brand voice.
Individual Loops
Final
Mock Up
Since Loewe stores typically do not feature in-store screens, we took an interior photo and used Gemini AI to add a vertical screen to the wall, creating a mock-up.
Original image: Haute Living
PROCESS
Artisanal. Avant-garde. Refined.
WHO IS LOEWE.
Loewe is a luxury fashion house where Spanish heritage and masterful craftsmanship meet bold, modern artistry.
01. Research
First, we explored the history of LOEWE, how the brand began and what it stands for. With 179 years of heritage, it was important for us to present LOEWE as a prestigious house that values craftsmanship.
History
01. Research
The first step is immersing ourselves in everything LOEWE offers, gathering visuals, understanding the brand’s values, exploring their materials, examining the range of products, and analyzing their existing branding presence. Their brand is bold and colorful, featuring artist collaborations and a strong focus on craftsmanship.
Brand Identity
01. Research
We also researched the look of LOEWE stores, including the interior design, window displays, and installations. Taking reference from the use of colors, materials, and considering how the branding animation could fit into the store.
Store Design
QUIRKY YET ELEGANT,
HOW DO WE CAPTURE LOEWE'S DUALITY?
02. Approach
We took a step back and looked at the research images. We were particularly inspired by a series of LOEWE window display featuring large vegetable sculptures. The randomness and scale contrast made it playful, yet grand.
There’s a lot to consider in our pitches. Many of our initial concepts didn’t quite work, they lacked quirkiness and didn’t leave enough to the imagination. Beyond capturing the brand’s duality, the animations needed to be fun but not overwhelming for in-store viewers. They also had to showcase products subtly, while maintaining a sense of unity across five diverse animations.
Design rules
LOEWE IS BIGGER THAN LIFE
Intial concept sketches
Design Rules
Setting up design rules helped us a lot in creating designs that maintain a sense of unity across five diverse animations. It gave us a solid foundation to start on.
01.
Scale contrast, big 3D items small 2D people
02.
Show off products in an imaginative way
03.
Logo is still, work as the anchor of the scene
04.
Primary focus is high quality texture, model, atmosphere
03. Evolution
Technical Execution
04. Product Modeling
We worked closely with Loewe’s products, rebuilding each piece from the ground up and reimagining them in playful ways. For example, for the asparagus bag, we deconstructed the original and transformed it into a flowing pattern of asparagus. Rather than presenting the products exactly as they are, we created a more whimsical and interpretive expression of them.
Example: Modelling Process Hammock Bag
We mainly used hard surface modeling techniques for all the products, combining with sculpting for more organic parts. Here is an example of modeling the Hammock Bag.
05. Logo Treatment
Final Logo Treatment
We spent a significant amount of time perfecting the logo’s texture and lighting, as it serves as a key representation of the brand. Originally, we had the logo animating on and off, but it felt too busy alongside the environment and character animation. We also explored various lighting approaches to find a balance that complemented the overall scene.
Logo animation feels busy
Looking like cheap metal
Lighting Exploration
06. Compositing
After rendering the 3D animation, we brought the sequences into Nuke to refine the visuals, enhancing color, adjusting lighting, and adding subtle details like depth of field, lens dirt, and film grain.
We also used Mocha AE to create tracking points for copositing the 2D characters in later on.
Introducing subtle ambient animation and lighting in the background significantly enhanced the piece, and we unified the overall look by consistently using green-toned backgrounds.
07. Character
After getting the 3D scene animated. We rigged the characters in AfterEffects using DeeKay Tool Light. Check out some of Deekay's work here he is a super cool artist!
Deekay Tool Light is very helpful, with one button we can get a rigged limb with customizable design. We they rigged the face and other body parts with nulls, and keyframe animated the position of the ankle points for body movements.
Final
Working Together (Dragging each other out of bed)
Abigail and I had a lot of fun throughout the process!
We developed concepts collaboratively, and split the 3D work evenly, including product modeling, texturing, lighting, and animation. Abigail handled the character designs, and we both did character animation. While she focused on sound design, I concentrated on compositing and refining the animation.
Creating a branding piece for LOEWE was an exercise in both speed and versatility. We experimented and learnt a lot by using different mediums to capture the brand’s elegance and wit.