A NEW HOME FOR LOEWE IN THE HEART OF LONDON’S MAYFAIR

 

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In choosing the location for CASA LOEWE, the fashion house’s flagship store in London, LOEWE opted for a heritage property on one of the city’s most iconic streets in Mayfair. Set inside a Grade II listed building at 41-42 New Bond Street, CASA LOEWE will open on 25 April after a year of extensive renovation.
Under Creative Director Jonathan Anderson, LOEWE has seen exponential growth in the UK. After six years on Mount Street, the brand is moving to larger premises to cater to an ever-growing client base, larger collections and provide a home for LOEWE’s ambitious art programme. The new London store is the latest edition in a series of global hubs designed to showcase the brand in a carefully curated environment.
CASA LOEWE forms the foundation for all LOEWE stores. A place of luxury, intimacy and culture, CASA LOEWE is designed to evoke the home of a collector, where LOEWE Ready-to-Wear, Bags and Accessories are interspersed with pieces of art, craft and design from LOEWE’s growing art collection. Since Fall/Winter 2016, LOEWE’s seasonal presentations have been framed around the imagined changes in the collector’s tastes and interests, and in turn, providing a starting point for the collections themselves.
Central to the CASA LOEWE concept is the presentation of works from the LOEWE Collection —a growing anthology of art, craft and design accumulated on principles of excellence, innovation and craftsmanship. From painting and sculpture to furniture and crafted objects, the collection establishes a fluid relationship between pieces that one might find in the domestic sphere— a space where fashion, art and design co-exist naturally.
Over time, some pieces rotate, creating an ever-shifting series of installations, which will reflect their immediate geographical context by displaying works from that part of the world. The CASA LOEWE concept also ties naturally to the LOEWE FOUNDATION Craft Prize —a celebration of contemporary craft— and to the Chance Encounters series of exhibitions in Miami’s LOEWE store.

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The London store will feature work by 14 artists, including three oak sculptures by Ernst Gamperl (winner of the LOEWE FOUNDATION Craft Prize in 2017) alongside 15 photographs by Alair Gomes, the ‘Vulcano Table’ by Anthea Hamilton, a longstanding LOEWE collaborator, William Turnbull’s 1956 sculpture ‘Idol 4’ and Grayson Perry’s ‘Mum and Dad’. More works by Nicholas Byrne, Giorgio Griffa, Caragh Thuring, Magali Reus, Sara Flynn, Daniel Sinsel and David Wojnarowicz will also be showcased in store. Each piece is carefully placed to add a sense of discovery as people move through space.

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Contemporary furniture inhabits each floor, with Lambert chairs from French designers Berger & Berger, handwoven rugs by Jason Collingwood, benches and vessels commissioned from Jim Partridge and Liz Walmsley, an easel lamp by Angelo Lelli and a table from curator and designer Axel Vervoordt.
Designed by Anderson, CASA LOEWE London follows the recent renovation of CASA LOEWE Madrid. A central curved staircase, that takes its cue from the Georgian period, has been hand built in Campaspero stone from Spain’s Valladolid region and adds a sweeping sculptural statement to the store. By employing sophisticated engineering and tensile steel, the steps appear to float in space and the classically inspired curves sit in contrast to the graphic lines elsewhere in the store.
An open area in the entrance will serve as a pop-up space where LOEWE can exhibit capsule collections and art projects. A cylindrical, panoramic lift with brass detailing, similar to that in Madrid, takes customers from floor to floor.
Natural materials —cast concrete walls, wood panelling, poured concrete floors and curtains made from linen— serve as a backdrop to the store’s activities. Integral to the CASA LOEWE concept, the deliberately domestic nature of the interior creates a sympathetic context for the diverse art collection that ranges from historical to contemporary and across visual art, craft and design.
The new LOEWE store in London has been designed and built using sustainability strategies aimed at reducing its environmental impact now and into the future.

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