Loewe’s latest rendezvous with Hellobike is generating buzz on Shanghai’s streets. The Spanish luxury house, known for its artful craftsmanship and avant-garde direction under Jonathan Anderson, has teamed with the urban bike-share platform to mark the opening of Casa Loewe Shanghai. Until March 8, fleets of metallic-gold bikes bearing Loewe’s name are stationed around Jing An Kerry Centre, Anfu Road and other key spots in the city. Their glimmer echoes the polished façade of Loewe’s new outpost in Jing An.
The playful spirit doesn’t end there. Riders who log three kilometers on the Hellobike app earn a virtual badge, which can be exchanged for a complimentary coffee and a collectible Loewe newspaper at the pop-up coffee cart inside Casa Loewe Shanghai during select dates in February and early March. It’s a collision of fashion and function that nods to the fast pace and creative energy of the city.
This move follows Loewe’s ongoing streak of unexpected collaborations, which previously included a whimsical tie-in with the Studio Ghibli classic Howl’s Moving Castle. While it’s an unlikely duo, the partnership brings a sense of spontaneity and everyday accessibility to Loewe’s usually refined sphere. Shanghai’s design-savvy crowd seems to be here for it.
