In the Salamanca district of Madrid, the Loewe headquarters has an area of almost 1000 m2, on three levels of a historic 19th-century building.
Jonathan Anderson has worked on every aspect of the project, from the smallest details to the technical characteristics and selection of the materials. The new store at the intersection of Calle de Goya and Calle de Serrano is the result of years of work and a large investment, to present the entire Loewe universe, with levels for the men’s, women’s and accessories collections, a special zones for exotic leathers and bespoke creations.
The welcoming space features works of art, fine crafts and a range of different textures. The background of warm, neutral materials, like cream-color Spanish limestone, wood and carpets by the world-famous weaver Jason Collingwood, form a contrast with English antiques and the wide range of offerings of Loewe products.
The works selected by Anderson for the Madrid boutique include pieces by Edmund de Waal, Richard Smith, Gloria Garcia Lorca. Probably the most important work is an aquatint by Sir Howard Hodgkin that covers an entire wall, illustrating the theme of past, present and future.
Another outstanding feature of the store is a flower shop inspired by the life and works of the English educator, florist and writer Constance Spry (1886-1960).