Loewe's 'Crafted World' was designed in collaboration with OMA.
A supersized Howl’s Moving Castle-inspired handbag, a digital landscape of Ibiza decorated with Picasso ceramics, and a recreation of a leather atelier are among some of the eclectic and playful themes displayed at’s 178 years of history, the brand’s commitment to craft, its array of artist collaborations, as well as creative directorCurated by Anderson, the exhibition is divided into six thematic chapters that narrate the brand’s evolution from a leather-making collective to a fashion house...
The exhibition, which spans more than 17,000 square feet, was over nine months in the making and designed in collaboration with the Rotterdam-based architecture firm. OMA associate Giulio Margheri said the idea was to “enclose spaces that can maintain a strong story and narrative, but at the same time show the beauty of the building, to provide context and narrative.”
A “pronunciation tunnel,” which features a catchy video of Loewe global ambassador Yang Mi saying “Lo-ev-eh,” guides the viewer to the second chapter, “Welcome to Spain.”Against a backdrop of campaign videos and the glistening Mediterranean Sea, items from the Paula’s Ibiza line are displayed with Pablo Picasso ceramic pieces from the Loewe Art Collection, among other traditional Spanish ceramics, or Lebrillo bowls.
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