A walk on New Bond Street is naturally appease the eyes of an eager fashion visual merchandiser, as well as the well-informed art critique. Had it not been the crowds gathered after hours at the new CASA LOEWE on 41-42 New Bond Street, one could easily confuse the flagship store as an art gallery.
CASA LOEWE follows the footsteps of the original flagship in Madrid with the central curved staircase and transparent glass elevator. Spread across a generous 500sqm, concrete floors contrast against the inviting vibrant colours of the Paula’s Collection pop-up space.
Loewe is certainly not new to the area. After 6 years on Mount Street, the store expands from a modest ground floor boutique to a three-story museum-like store with a home furnishing section. Creative Director Jonathan Anderson continues to persist on the inclusion of Loewe’s ambitious art programme. With the ever expanding client base, customers are turning away from highbrow service and, rather, demanding a more intimate in-store experience with more than simply the product.
The concept of CASA LOEWE is exactly thus - a home stocked with Loewe products, surrounded by pieces of art, craft and design. With its high ceilings, the space feels incredibly airy and is an OCD haven. Think large areas for the exclusive personalisation service and mini puzzle bags, lined and organised by colour.
And the best part? Everything from the paintings to sculptures will rotate, offering brand enthusiasts to explore something new upon every visit. The opening event on Thursday 25th April is in conjunction with the release of the new Paula’s Collection, with a select preview of the LOEWE FOUNDATION Craft Prize to follow. With works by 14 artists, try your best to spot all of them. It would only be advisable to avoid touching (although hard to resist) the lava red ‘Volcano Table’ by Anthea Hamilton, though you would have to make sure you’re at the right place and not at the Halcyon Gallery.