Dec 5, 2016
The world of Loewe
Last month, I hopped a plane to Madrid for a scant 48 hours to immerse myself in Jonathan Anderson's Loewe and get a glimpse of his vision for the brand's future. The shiny new flagship store was just about to open and there was much cause for celebration. Ever since my first Loewe purchase - a bright green elephant coin purse - I've followed the brand with great interest and continue to be awed at their brilliant output. Don't even get me started on how Jonathan Anderson is only 32 and doing all that he does (ughh).
I started a crazy day with a quick tour of the Loewe factory in Getafe, a city in the south of the Madrid metropolitan area. As an avid consumer of luxury goods (guilty), I always find it gratifying to see a bit of the process and craftsmanship that go into these goods and really realize why they cost what they do. At the factory, we chatted about how no matter what kind of color changes and processes are done to the leather, the heritage is always there. The materials are true to themselves. Under Anderson's direction and mixing new ideas with classic heritage, the results are elegant but edgy, and this manifests in a clear way in his designs. Here's a peek at the making of the popular puzzle bag.
That afternoon, I poked my head around the not-yet-opened flagship store. It's situated in the Salamanca district in a landmarked 19th-century building, spread over three floors, and roughly 1000 sqm in size. Sounds like a recipe for a masterpiece. Besides the colorful eye-candy accessory merchandising and beautiful afternoon light, there are also a number of art pieces that are housed in the space. From the agate ceiling to the Spanish limestone details to some original British antiques, the store is more of a discovery cultural experience than just a shopping destination.
I was trigger-happy all over the store - every angle was photogenic. Then I got distracted and ended up picking up a hammock bag in cobalt blue. I had seen it on a few of the other journalists on the trip and thought it was incredibly versatile and beautiful. I'm an easy sell apparently. I absolutely love it though.
Later that night, after returning to the store for more celebrations, we made our way to the Real Jardin Botanico, where we toasted to the opening of the 'Loewe: Past, Present, Future' exhibition. I could not get over the room filled with Steven Meisel's photos of flowers. The arrangements were stunning, and the photos and framing sure did them justice. The other part of the exhibition consisted of collaged walls and floors as well as a selection of objects and accessories from Loewe's archives and current designs.
I am excited to see where Anderson takes the brand and have no doubt he has some innovative and fun surprises planned for the future.
Calle Serrano 34