MCMPR brokered and managed a strategic partnership with Melbourne Art Fair, reinforcing LOEWE’s position at the intersection of fashion, art and culture. Aligned with the brand’s commitment to creativity and craftsmanship, the partnership provided a strong platform to deepen relationships with LOEWE’s VIC customers and cultural tastemakers. MCMPR produced two activations to bring this partnership to life.
Phase 1: LOEWE hosted an intimate shopping experience at the Collins Street boutique for LOEWE and Melbourne Art Fair VIPs, hosted by Melbourne Art Fair's Andy Kelly alongside Fair ambassadors Elliot Garnaut and Rebecca Harding.
Phase 2: LOEWE welcomed VIC’s to a private preview of the Melbourne Art Fair ahead of its public opening. Guests were invited to experience the exhibition through an intimate guided tour, with bespoke LOEWE newsstands providing a considered brand touchpoint and distributing Melbourne’s Broadsheet newspaper throughout the Fair.
Across the four-day event, LOEWE gained exposure to 7,300+ Melbourne Art Fair VIPs.