The New Store Concept: "CASA LOEWE"

Omotesando, Tokyo—This location was chosen as the debut for LOEWE's new store concept, "CASA LOEWE," under the guidance of its new Creative Director, Jonathan Anderson, marking a global first.



"CASA LOEWE Omotesando" has opened its doors within the "ONE Omotesando Building," a structure designed by Kengo Kuma, one of Japan's leading architects. The building itself draws inspiration from the work of visionary architect Javier Carvajal, who significantly contributed to LOEWE's modern identity in the 21st century.

With its diverse use of materials and an ingenious yet open layout, this unprecedented three-floor boutique expresses the Maison's commitment to excellence, innovation, and enduring craftsmanship, reflecting the multifaceted world of LOEWE.



The emerald green canopy, originally designed in 1959 for the Serrano store in Madrid, has been revived using agate stone, creating a radiant ceiling decoration that extends along the street and throughout the interior. Furthermore, the green ceiling and bronze frames combine with Nero Marquina, a black marble imported from Spain, to form a striking cross motif.

Inside, striking accents such as "floating" stone stairs and double-hide curtains made of structured linen enhance the Japanese limestone walls and ceiling, painted in a "Philadelphia cheesecake" hue.

Additionally, meticulously calculated lighting sensually illuminates the space, creating a sense of intimacy, as if one has been invited into a private residence. Particularly captivating are the three large glass lamps, crafted in Murano, Italy, in the mid-20th century. Suspended by the second-floor windows, they cast a warm, soft glow visible from the street at night.

A Collaboration with Hamada Kiln Showcases a Connection with Japanese Culture

To commemorate this opening, ceramic works from "Hamada Kiln," a Mashiko ware pottery studio with three generations of master potters, were also exhibited. Among these, taking center stage are two special pieces, "TIE" and "CUBE," created in collaboration with the third-generation potter Tomoo Hamada, drawing inspiration from LOEWE.

Much like the avant-garde design Javier Carvajal brought to LOEWE, the concept of this new boutique juxtaposes smart and unexpected design elements.

LOEWE

CASA LOEWE Omotesando Grand Opens

The New LOEWE by Jonathan Anderson (2)

Creative Direction Embracing Tradition and Innovation Simultaneously

Since its founding in 1846, LOEWE has inherited the Maison's core values of craftsmanship, innovation, and unparalleled expertise in leather. Under Jonathan Anderson's creative direction, these brand values are being reborn with a modern sensibility and cultural resonance.

The revitalized LOEWE will present collections for womenswear, menswear, and accessories. Furthermore, embracing the philosophy that "fashion is now a part of culture," the brand plans to launch lifestyle-oriented offerings, including homeware.



A notable highlight is the new advertising campaign with photographer Steven Meisel. His 1997 fashion story for Italian Vogue, "An Interpretation," serves as the key element for the campaign visuals.

This approach, which freely interprets the Maison's history and incorporates diverse elements in line with the brand's reconstruction, is particularly inspired by Jonathan Anderson's unique editorial featuring contemporary models based on the paintings of American artist Alex Katz.



Meisel combined his iconic past works with newly shot images. The result is a reinterpretation of masterpieces for contemporary visual culture.

Intertwining Past, Present, and Future

Displayed alongside the campaign visuals are the new LOEWE products. The updated "Amazona" bag, a brand icon, has been modified to return to the timeless appeal of its original trapezoidal form. The new "Flamenco" bag, with its soft texture and fluid lines, is captivatingly presented in the Maison's signature "Oro" color. All elements of the campaign connect with a historical spirit, expressing LOEWE's identity from multiple perspectives.