Casa LOEWE Barcelona is the store with the most important artistic and craftsmanship components of any LOEWE store today. Several essentials of the brand guide the space and the project: the preservation of architecture and cultural legacies, the presence of important installations of craftsmanship, and the extensive and relevant art collection displayed in the space.
Photo credit: Marc Medina
CASA LOEWE
CASA LOEWE
LOEWE is in charge of the restoration of the ancient ceiling and the historic modernist façade of the building at Paseo de Gracia, Barcelona. Three mesmerising craftsmanship installations coexist in the boutique space: those by Korean artist Haegue Yang, Japanese bamboo master Chikunnsai Tanabe, and internationally renowned Catalan textile artist Aurelia Muñoz. The store is conceived as a knowledge-making place with permanently exhibited art pieces by: Pablo Picasso, Rickard Wright, Marc Camille Chaimowicz, Richard Tuttle, and Sheila Hicks.
My work on the project was related to the cultural PR of the store, and I had the chance to demonstrate and apply my creative communication skills while conceptualising the art collection of the brand on the day of the opening. While unfolding a narrative guided by the installed art pieces and using the store's territory, I was giving leyers of information for the invited press and the brand's VIP agenda.
Opening Night
Opening Night
Casa LOEWE Opening Barcelona
Creative Director: Jonathan Anderson
Public Relations: Las Marqesas & Alex Agulló
Cultural PR & Art Specialist: Dessislava Pirinchieva
April 2022, Barcelona