LOEWE Unveils Puzzle 10th Anniversary Pop-Up in Beijing

On May 28, LOEWE hosted an opening cocktail event at the Genesis Art Gallery in Beijing to mark the debut of its Puzzle 10th Anniversary pop-up space, celebrating a decade of the brand’s iconic handbag design.

Open for four days, the pop-up offers an immersive exhibition spotlighting LOEWE’s creative innovation and artisanal mastery and tracing the artistic evolution of the Puzzle bag since its debut.

Inside the space, visitors can get an up-close look at rare archival editions of the Puzzle bag and interact with immersive installations that deconstruct its geometric silhouette—inviting guests to explore the logic and beauty behind its signature shape. A highlight of the experience includes live demonstrations by LOEWE artisans, who showcase the intricate craftsmanship that defines the Puzzle line, allowing guests to engage with the materials and construction through sight and touch.

On May 25, global brand ambassador Yang Mi made an early appearance at the pop-up, joined by Chen Duling, Chun Xia, Kara Wai, Hu Jing, Jiang Qiming, Li Yunxiao, and Xin Yunlai, all there to experience the Puzzle Anniversary collection and its creative reinterpretations. At the official opening event on May 28, the brand welcomed artists Long Di and Xiong Songtao, architects Zhou Yi, Zang Feng, and Zhuang Ziyu, directors Chen Jianying and Liang Ming, and curator Xiao Ge—all of whom came together to witness LOEWE’s signature design step confidently into its next decade.