The archive · Product Ideas · Product decision · 2023–2024
Loewe turns a Kyoto ceramics studio's creatures into holiday luxury — first Luxury GP 2024
Loewe's holiday collab with Kyoto ceramicists Suna Fujita — handcrafted stop-motion, packaging and pop-ups — wins the first Luxury Grand Prix.
Loewe · Suna Fujita
What it had to solve
Loewe wanted to push its idea of luxury beyond status and logos. It chose an almost unknown Kyoto studio run by a married couple, Suna Fujita, whose ceramics are inspired by their own life — their son, their dog, the idyllic landscape around them — and gave those characters the whole holiday season.
How it works
For its holiday season, Loewe decided that luxury did not need another aspirational film. It turned instead to Suna Fujita, a small Kyoto studio run by a married couple, whose ceramics come from their own lives: their son, their dog, the dreamlike landscape around their home. Those personal worlds became the season's entire identity.
The collaboration began as a collection of bags, sweaters and accessories built on five key ceramics from the studio's archive, wrapped in special packaging, ribbons and tags, and extended into a pop-up holiday storybook and animations on 3D screens in London, Shanghai and Tokyo. The centerpiece was a stop-motion film made by hand from needle-felted wool by director Andrea Love, alongside a documentary on the couple behind the studio.
The result won the first-ever Luxury & Lifestyle Grand Prix at Cannes Lions 2024. It also worked commercially: organic impressions reached 17.4M, engagements 1.6M and video views 11.1M, while gifting-season search sessions rose 45% versus 2023 and revenue grew 35% — proof that genuine craft could both win juries and sell luxury goods.
Why it lands
- The studio's ceramics are autobiographical, so the collaboration carries real stories rather than designed personas.
- Handmade needle-felted stop-motion matches the brand's craft claim with actual craft in the filmmaking.
- Packaging, pop-ups and 3D screens extend one idea across every luxury touchpoint.
- Choosing an unknown studio over a famous artist made the story itself the surprise.
What it did
The campaign won the first-ever Luxury & Lifestyle Grand Prix at Cannes Lions 2024. Organic reach hit 17.4M impressions, 1.6M engagements and 11.1M video views; gifting-season search sessions rose 45% versus 2023 and festive-season revenue rose 35%.
What you can take
Authentic craft can be the whole campaign: put real artisans in the spotlight and let handmade objects, even in stop-motion, carry the emotional weight of a luxury brand.
Since then
Loewe x Suna Fujita became the first winner of Cannes' Luxury & Lifestyle Lions Grand Prix in 2024. The numbers backed the idea: 17.4M organic impressions, 11.1M video views, gifting-season search sessions up 45% and holiday revenue up 35%. The collaboration remains a reference for using artisanship as the whole of a luxury campaign rather than an accessory to it.
Sources
- First-Ever Luxury Grand Prix Awarded To Loewe X Suna Fujita
- Loewe consigue el tercer Grand Prix de España en Cannes Lions 2024
- Loewe X Suna Fujita - Loewe
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