Loewe takes its first steps in Latin America with the opening of a shop in Brazil

The Spanish ready-to-wear brand Loewe has inaugurated a boutique in São Paulo, Brazil. This is the first store of the House opened in Latin America.

After opening a pop-up at the heart of the Courchevel station last January, Loewe is heading to the sun. The Spanish ready-to-wear and accessories House – owned by LVMH since 1996 – opened its first boutique in Brazil on Friday, May 17.

Located in the Iguatemi São Paulo shopping center, this new 1,238-square-meter address continues the Casa Loewe concept. Designed by Jonathan Anderson, the brand’s creative director, this concept strikes a balance between a sophisticated retail space and a welcoming art gallery. The architecture of the place is inspired by the vibrant identity of the city of São Paulo and highlights a color palette ranging from green to mauve and yellow. In terms of materials, ceramic tiles cover the facade and interior of the boutique. Complementary touches of marble, concrete, oak shelves, and concrete floor tiles add character to this space.

Art in the service of retail

The furniture has also been carefully chosen to create a refined ambiance. Utrecht armchairs sit alongside iron martini tables, a signature of Loewe, and a sculpture by the American-Japanese artist Isamu Noguchi. Other standout pieces in the boutique highlighting the close relationship between Loewe and art include two custom-made wool rugs depicting the pastoral landscape of British textile artist John Allen, “White Horse, South Downs.”

Finally, what would a Casa Loewe be without works of art? For the Iguatemi São Paulo boutique, a series of watercolors signed by the Spanish artist Daniel Steegmann Mangrané, now living in Rio de Janeiro, was selected by the ready-to-wear and accessories brand.