LOEWE x On - Step into Nature

Insight

Running on clouds feels different.

And so does the LOEWE x On collaboration — entwining LOEWE’s craftsmanship with On’s performance. The collection celebrates the spirit of the great outdoors, while also welcoming a new shoe that features innovative Cloudtilt 2.0™ technology, giving wearers the intrinsic feeling of walking on clouds.

But how does this journey in the sky touch millions of soles?


Idea

Exploration in every step.

AKQA created an interactive installation to celebrate the LOEWE x On collaboration that embraces the feeling of weightlessness as visitors walk through.

Harnessing the power of the latest motion technology, the space takes kinetic experiences to new heights.

Nature, our muse. The experience is a representation of the movement within nature, granular like the sand and flowing like the river, resulting in an abstract form that is matched to perfection with a colour palette that is at one with the great outdoors.

Artist Seph Li and AKQA created a bespoke custom-created code, informed by sciences reaction-diffusion principles, that set the tone for sensorial escapism. Nature’s fluidity, power and art translates into code that, like the weather itself, can change instantly.

As light as a cloud, as fast as the wind. Using 60 frames per second on a weightless bed of 32 sensors per panel, the interactivity rends human interaction immediately and with finesse, making it the world’s fastest and responsive retail installation made to-date.


Impact

To the world.

The experience made waves in the front facade of Selfridges, London and was replicated in key LOEWE locations around the world, including Dubai Mall, Shanghai IAMP, and Chengdu. The subsequent rollout cemented the campaign’s cultural resonance and commercial viability, with the collection surpassing global sales targets.