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And it is in the Bavarian capital, on the famous Maximilianstrasse avenue, that the Spanish brand inaugurated its brand new flagship on July 1st. Art is at the heart of this new boutique with a unique design, headed by Jonathan Anderson, Loewe’s creative director and expert in the field.
Its first German flagship
With its 125 stores worldwide, the Spanish brand (controlled by LVMH Moët Hennessy Louis Vuitton) continues its rise.
After London last year, it has just taken up residence in Munich, Germany. It chose an unmissable shopping address: Maximilianstrasse, an exclusive avenue full of designer boutiques.
This is Loewe’s first independent German store, although the brand already operates a small shop at Frankfurt airport.
A two-floor flagship that will offer the entire Loewe brand range – the men’s and women’s ready-to-wear collection, as well as leather goods, bags, accessories, eyewear, jewelry and shoes – on 300 square meters of floor space.
The house’s latest collections will be displayed alongside unique works of art and design pieces in line with Jonathan Anderson’s aesthetics, making the new boutique a true crossroads between fashion, art and design.
A boutique-art gallery
Since the arrival of Jonathan Anderson as artistic director of the Spanish luxury brand in 2013, Loewe has gradually broadened its universe and for several years now has been integrating arts and crafts into its aesthetic codes.
The new Munich boutique is no exception to the trend: more than just a sales space, it gives the impression of being inside an art collector’s apartment.
The symbiosis takes place, the pieces merge with the Loewe collection in a carefully designed setting between giant wicker baskets, tapestries and unique ceramics.
Loewe products are therefore mixed with all kinds of objets d’art, crafts and design: paintings, sculptures and furniture designed by Jonathan Anderson.
The furniture includes Utrecht recliners by Gerrit Thomas Rietveld and a stone table by Axel Vervoordt, a key collaborator of Kanye West.
The boutique is clad in a luxurious mix of materials, including Campaspero limestone, maple wood and gleaming concrete in gray and pink shades. Four massive wavy column in the classical Doric style punctuate the main-floor selling area, which also offers a breathtaking view of a vertical garden.
Artists, who in many cases have longstanding relationships with the brand, will be on display in the new store. Among them is the finalist for the Loewe Foundation Craft Prize 2018, Japanese ceramist Takuro Kuwata, whose work is characterized by the intensive use of color.
All of these works demonstrate “clear artistic vision, precise execution, material honesty, innovative spirit and the distinctive hand of their creator,” to quote Jonathan Anderson.
Loewe, Maximilianstrasse 18, 80539 Munich
Read also > LOEWE PAYS TRIBUTE TO THE ICONIC DRAG QUEEN DIVINE
Featured photo : © Loewe[/vc_column_text][/vc_column][/vc_row]
