As one of London‘s leading department stores, luxury brands go the extra yard to gain access to Selfridges and make their presence clear, and that includes LOEWE. The Madrid-based fashion house is on a roll, churning out coveted items season after season, and creating new sales points across the planet along the way. Similar to other LOEWE retail spaces, the chosen aesthetic, created by the brand’s in-house design team, oozes the brand’s homeland and craftsmanship. Here, an eye-catching semi-circular shelving unit, crafted from glazed ceramic tiles from the provinces of Valencia and Catalonia, sits in the window, creating an attractive window installation at the same time, and allowing passers-by ample views of the shop-in-shop thanks to a higgledy-piggledy openworked structure. From the inside, the shelving unit seamlessly extends as a solid tiled-up wall, albeit undulating and with suspended and backlit shelving. The tiled columns you see in the window can also be found in the shop-in-shop where they’re paired with a matching sales counter and cabinets. Signalling LOEWE‘s strong affiliation the the arts are two Sonic Rope works by South Korean contemporary artist Haegue Yang, as well as a traditional Spanish tinaja pot. The new LOEWE shop-in-shop carries a selection of the brand’s women’s bags, small leather goods and fragrances.
LOEWE
Selfridges, 400 Oxford Street
London W1A 1AB
Telephone: +44 08 00123400
Mon-Fri 10am-10pm
Sat 10am-9pm
Sun 11.30am-6pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
