CASA ÁNIMA: LOEWE X BÁT TRÀNG MUSEUM
CONCEPT
Proposing a strategic collaboration between Loewe and the Bat Trang Museum, launching in September 2027 through concept stores in Hanoi and Tokyo, and a limited-edition Vase Bag collection inspired by the Puzzle Bag and Vu Thang’s ceramic work. The project celebrates the shared commitment of both brands to craftsmanship, cultural heritage, and experiential luxury while expanding Loewe's presence in the Asia-Pacific market.
Loewe is a Spanish luxury fashion house renowned for its leather craftsmanship, innovative design, and dedication to preserving artisanal traditions.
Bat Trang Museum, founded by the late artist Vu Thang, includes the Bat Trang Museum Atelier, a private organization that continues his legacy by preserving his works and creating contemporary ceramic art.
DELIVERBLES
Conducted primary and secondary research, Loewe and BTM executives’ interviews, and competitive analysis to develop the collaboration strategy. Created the project concept, product development, retail interior and exterior design, integrated marketing plan, and photoshoot direction. Collaborated with a multidisciplinary team of 17 members.
TOOL
Adobe, Figma, Zbrush, Maya, Revit, Sketchup, Chat GPT, Gemini, Canva
SERVICES
Marketing & Creative Strategy; Product Development
YEAR
2026
ROLE
Fashion Marketer
CASA ÁNIMA: The Living Kiln
PROJECT NAME: CASA ÁNIMA
PROJECT SLOGAN: THE LIVING KILN
CONCEPT: THE CYCLE OF LIFE - FIVE ELEMENTS
Casa Ánima means "House of Soul" in SpanishThe Living Kiln reflects the concept store's inspiration from the ceramic-making process, transforming the journey of clay into an immersive retail experience that celebrates craftsmanship and slow luxury.Rooted in the Asian philosophy of the Five Elements, the concept promotes balance and mindfulness. The Five Elements serve as the creative framework for both the concept store and the limited-edition Vase Bag collection, with each element expressed through a dedicated retail space and bag design to create a cohesive storytelling experience.
01.CASA ÁNIMA CONCEPT STORE
02.CASA ÁNIMA VASE BAG COLLECTION
03.CASA ÁNIMA MARKETING CAMPAIGN
INITIAL RESEARCH
01.CONCEPT STORE
INTERIOR WALK THROUGH
Rendered on Sketchup, Revit; Enhanced on ChatGPT, Gemini
02.VASE BAG LIMITED COLLECTION
THE COLLECTION
BAG PROTOTYPE
Modeled on Zbrush and Maya; 3D printed
03.CASA ÁNIMA MARKETING CAMPAIGN
A phygital marketing campaign connecting digital storytelling with immersive retail experiences across Hanoi and Tokyo. Through culturally tailored launch events, including tea ceremonies and ikebana workshops, the campaign celebrates craftsmanship, intentional living, and experiential luxury.
PHOTOSHOOT
COLLABORATOR:
Art Director/ Graphic Designer: Nairobi Di Zillo
Art Director/ Graphic Designer: Emma Lo
Motion Media Designer: Zoe Lazaro
Product Designer: Anca Dubalaru
Architectural Designer: Amy Hertlein
Interior Designer: Chau Claire Vo
Interior Designer: Zahra Mevaa
Photographer: Emma Aimee
Videographer: Hewitt Grissom
BTS videographer/ Coloring: Karl Nguyen
Stylist: Maddy Pettigrew
Production Designer: Alysa Joseph
Hair Stylist: Tinley Peters
MUA: Yahyah
Models: Khue Tran, Violetta Somov, Brooke Statkevich, Juan Cruz
