This is relevant because it is a pop-up book with a focus on craftsmanship and design. It was part of a collaboration between Loewe and Suna Fuijta to bring to life a collection which had a high level of attention to detail at every touchpoint.

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Spanish luxury house LOEWE partnered with Suna Fujita, a ceramics studio based in the outskirts of Kyoto in Japan, whose forestry, natural landscapes and animals inspire the ceramics and the stories painted on them. While separated geographically, the two creative powerhouses came together based on their mutual love of storytelling and dedication to artisanal craft. Suna Fujita are known for their hand-painted ceramics and have exhibited in galleries across Japan, while LOEWE’s artisanal point of view has been at the luxury brand’s core since its inception in 1846, where Madrid’s ateliers and master artisans have since combined their immense technical knowledge with an innovative approach.

Spanish luxury brand LOEWE collaborated with Suna Fujita, an undiscovered Japanese ceramicist duo from the countryside of Kyoto, for a special collaboration. The brief was to create a collaboration and launch it with a campaign that honoured the artisanal craft of the ceramic studio, connecting with them authentically and showing off both the artists and the artistry.

LOEWE teamed up with Kyoto-based production studio Suna Fujita for a highly-exclusive collection based on five key ceramics from the ceramicists’ archive. Elements and scenes from these five ceramics were distributed across different pieces in the collection, coming together to express the ceramicists’ world. This was then launched with a comprehensive campaign where there was craftsmanship and attention to detail at every level, from packaging, film, events, activations, and beyond.

One part of this was a specialised pop-up book made for children.

The initial book design was developed by Silvia Hijano, a paper architect with a special philosophy around craft in which books and paper can be an antidote to our fast-moving world and our declining attention spans. She uses tools, machinery and techniques that date back many centuries and particularly wanted to create a book in which humans, nature and animals had the same level of protagonist.

The book was then printed by Pop Up, a specialist printing press in France, going through many rounds of prototypes and templates before landing on the final.

For the campaign overall, press coverage included features in titles such as Hypebeast, L’Officiel, Milk, Nylon, Grazia and more. The LOEWE x Suna Fujita collection was core to the first ever issue of the LOEWE fanzine, whose 85K copies were out of stock within 24 hours.

Engagement and sentiment were strong: across Instagram, TikTok, X, YouTube, Twitter, LinkedIn, organic impressions reached 17.4M, organic engagements reached 1.6M and video views soared to 11.1M. The collection activated LOEWE’s Japanese audience: the market provided the highest mention and share count.

The collection drove increased traffic during the Christmas period: gifting season search sessions were up 45% versus 2023, with a 35% increase in revenue.