LOEWE surprises the fashion world with a tomato-shaped hot air balloon over Cappadocia, blending luxury, whimsy, and brand storytelling.
Fashion Above the Clouds
LOEWE has once again captured global attention—this time, not with a runway show, but with a tomato. A giant, custom-designed hot air balloon in the shape of a tomato featuring the iconic LOEWE logo soared over the surreal landscapes of Cappadocia, Turkey.
A Whimsical Tribute to Nature
Dubbed “The Great LOEWE Tomato Balloon”, this aerial installation reflects the brand’s ongoing love for organic inspiration and artisanal storytelling. Playful, bold, and instantly Instagrammable, the balloon has sparked viral buzz across social media.
Tomato Symbolism and Brand Identity
Why a tomato? The vegetable (or fruit!) nods to LOEWE's appreciation for earthy motifs and its Paula's Ibiza Collection, which often weaves food, flora, and nature into its designs. It's a cheeky yet elegant expression of the unexpected—just like the brand itself.
Cappadocia: The Perfect Backdrop
With its fairytale rock formations and morning skies dotted with colorful balloons, Cappadocia offered a dreamlike setting for the LOEWE tomato to rise—both literally and metaphorically. The location elevated the spectacle into a once-in-a-lifetime brand moment.
Outdoor Advertising Meets Art
This wasn’t just a PR stunt—it was a masterclass in modern brand experience. In an age of DOOH and experiential marketing, LOEWE's balloon proves that outdoor media can be equal parts artwork and storytelling vehicle.
