Loewe reopens flagship store in Soho, NYC
Loewe is continuing to revamp its network of stores and, after undergoing extensive renovations, it reopened its boutique in Soho, New York this September. In keeping with the brand's 'Casa Loewe' concept, the store is a hybrid space that serves as both a point of sale and an art gallery.
The 270-square-meter space, spread over two stories, is located at 79 Greene Street and carries the brand's ready-to-wear and accessories lines. Respecting the typical architecture of the neighborhood and the building itself, the store gives prominence to the use of natural materials. The interior design elements include hand-glazed ceramic finishes, brass and lathed iron details, as well as glass, concrete and wooden components.
Loewe's renovated Manhattan flagship store also incorporates iconic pieces of furniture such as Gerrit Thomas Rietveld's Utrecht armchair and an octagonal Bexley table, complemented by wool rugs handcrafted in Spain.
In its aim of also being an art gallery, Casa Loewe in New York (which joins other recently reopened galleries, such as the one in Barcelona) exhibits different pieces from the brand's collection, such as an acrylic painting on canvas by Cuban artist Zilia Sánchez, a piece of basketry handmade by Joe Hogan and a Japanese tea set designed by ceramist Takuro Kuwata.
"An anthology of art, craftsmanship and design. From paintings and sculptures by contemporary artists to handmade objects and furniture, the collection reflects a fluid relationship between artistic crafts", explained the brand, underlining that the pieces on display will alternate, "creating a series of constantly changing installations within the store".
Its grand reopening in New York is not Loewe's only new retail milestone this September. The brand also unveiled a pop up store in Tokyo, at the Isetan Shinjuku department store. Open until September 13, the ephemeral store presented the brand's fall/winter collection and introduced the Loewe logo in an "inflated" version, in line with the aesthetic of its winter collection.
Along the same lines, the brand set up a pop-up store in London's Harrods department store until September 30 in which a large pumpkin, an artwork by Anthea Hamilton, served as the central decorative piece.
Loewe, which increased its sales by 38% in 2021 to 456 million euros, is owned by the French luxury conglomerate LVMH and counts British designer Jonathan Anderson as its creative director.
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