Not Actual Size

Loro Piana
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Gift of Kings

Transforming wool into a work of art.

Creative concept
Art direction
Design
Experiential

Loro Piana needed to increase relevance with a new generation of luxury consumer in Southeast Asia and the Middle East.

Art Basel represented an opportunity to connect with our target but the discerning clientele visit for the art, not the brands.

The Strategy

We created a work of art not a brand installation, with craftsmanship people would queue for and talk about.

How it came to life

We curated the story of the Gift of Kings through a deep understanding of the wool’s origins, interviewing everyone in the production chain, starting with the goat farmers.

A group of farmers standing together in a field, posing for a photo with a sheepdog in front of them.
Workers sorting and handling raw wool inside a processing shed, with large piles of fleece spread across tables.
A smiling farmer in a hat and plaid shirt stands in a grassy paddock, holding a large, curly-horned sheep; hills and a partly cloudy sky are visible in the background.

The immersive, cloud-like installation was created through a close collaboration between art directors and 3D designers, with meticulous attention to detail, reflecting the craftsmanship of Loro Piana creations. It launched first in Hong Kong, then in Dubai.

An immersive installation space with soft, hanging wool forms suspended from the ceiling, creating a cloud-like effect within a sculpted, light-filled room.
A wall installation of small framed text pieces arranged in a grid, displaying short phrases in multiple languages.
A light-filled installation space with sculptural seating and hanging white forms beside large windows overlooking the city.
Fabric suspended within a softly lit installation space, framed by layered vertical panels.
Large bundles of raw wool displayed in shallow wooden bowls, suspended at different heights within a sculptural installation space.

The journey was designed to include unexpected moments of beauty that people wanted to share, creating genuine buzz online.

An installation wall displaying hundreds of small framed text cards arranged in a grid, alongside a panel of exhibition text describing The Gift of Kings philosophy in English and Chinese.
Clusters of soft, cloud-like wool forms suspended from the ceiling above an exhibition space, creating a floating installation effect.
The exterior of a temporary exhibition pavilion with signage reading Loro Piana – The Gift of Kings and The Record Bale: The Noblest of Wools, set against a city skyline.
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IRL visitors
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KOLs and coverage in leading titles

What the press said

"The most intriguing installation
of Hong Kong's annual art week."

— Wallpaper*