A World of Sentiments Written on LOEWE’s “Heart”

The Great East Japan EarthquakeFollowing the Great East Japan Earthquake, LOEWE has been actively supporting the affected regions through initiatives such as fundraising and offering free repairs for LOEWE products damaged in the disaster. To convey their encouragement to Japan, which was struck by the earthquake, LOEWE is hosting the “LOEWE Loves Japan” exhibition at the Sendai Fujisaki Main Store. The exhibition showcases leather message cards bearing the heartfelt sentiments of shop staff from LOEWE boutiques in Spain and visiting customers towards Japan.



This project, initiated with the desire to "send words of encouragement from Spain!", garnered support from numerous celebrities, including Demi Moore, Sarah Jessica Parker, Sienna Miller, and Spanish film director Pedro Almodóvar, ultimately collecting messages from a total of 130 individuals.

“These messages carry our heartfelt thoughts for everyone in Japan, from afar in Spain.”

At the venue, visitors can view the leather message cards inscribed with individual sentiments, alongside their Japanese translations. During the exhibition period, a corner is also available for visitors from Japan to write their own reply messages on leather. Furthermore, in anticipation of the exhibition, LOEWE Japan announced a donation of 10 million yen through JOICFP, an organization supporting women in the disaster-stricken areas. The brand has responded powerfully to the outpouring of support.



Regarding this project, LOEWE Spain's CEO, Lisa Montague, stated:

“Many Spaniards deeply respect Japan. We wanted to help the people of Japan in any way we could, so we asked our customers in Spain to contribute donations and write messages at LOEWE boutiques across the country. Every message written on LOEWE’s signature leather carries our heartfelt thoughts for everyone in Japan, from afar in Spain.”


The exhibition is scheduled to be held in Tokyo around early December. Even under the winter sky, the warm messages from Spain show no signs of cooling.






“LOEWE Loves Japan” Exhibition

Dates: Wednesday, September 7 – Wednesday, September 21, 2011

Venue: Sendai Fujisaki Main Store, Main Building 1F, Special Exhibition Area (Aobadori Side)



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