On July 17th, LOEWE held the grand opening of its world's first store incorporating the new store concept "CASA LOEWE," CASA LOEWE Omotesando (ONE Omotesando, 3-5-29 Kita-Aoyama, Minato-ku, Tokyo).
This concept was inspired by the LOEWE store designed around 1960 by architect Javier Carvajal. New creative director Jonathan Anderson favors the style of that era, and the new store has been designed to resemble a private home. It is a store that is typical of Anderson, whose creative philosophy is based on past, present, and future.
The façade has a large opening, as if to eliminate the divide between inside and outside, aiming to blend in with the Omotesando area. Window displays have been eliminated, and the interior space itself plays a role similar to a display. The protruding eaves from above pay homage to the Loewe Serrano store in Madrid, Spain, designed by Carvajal in 1959. The original emerald-green eaves are recreated in agate. The chic bronze beams and black marble exterior are also retained. When viewed from the outside, the three large glass pendants hanging from the second floor are a striking eye-catcher. At night, they cast a soft, hazy light onto the outside world. Together with the linen curtains hanging to the sides, which extend all the way to the first floor, they create a nuanced shadow, further enhancing the warmth. The store is divided into three floors, one below ground and two above. Each floor is stocked with apparel from the recently announced 2015 Spring/Summer men's collection and bags from the pre-launch capsule collection. Elements reflecting the new Loewe culture are incorporated throughout, under the new creative direction. The store features antique furniture from the British Arts and Crafts period, including a floating stone staircase, a large wooden table with raffia and ceramic displays, and chairs designed by William Morris. These elements create a chic space, incorporating unexpected Japanese elements. To commemorate the opening, a display of pottery from Hamada Kiln (Mashiko, Tochigi Prefecture), which boasts three generations of master craftsmen, dating back to the first generation Hamada Shoji, one of the most prominent Japanese ceramic artists of the 20th century and who collaborated with British ceramicist Bernard Leach, is on display. Their works are displayed on the walls of the first-floor stairwell, and in the center are two pieces, "TIE" and "CUBE," specially created by third-generation potter Tomoo, inspired by Loewe. The theme of "TIE" is "motion," expressing the bond between people. The design is a nod to the curves of the reborn Loewe Anagram, the softness of the leather, and the knot, one of the brand's elements. The theme of CUBE is "stillness." It was inspired by the iconic Amazona bag. It is coated with a reddish-brown glaze called "kakiyu" (persimmon glaze) made from crushed Mashiko stones, and is topped with a vibrant red enamel. These two pieces are available for order at the store.
An opening party was held on July 16th, with a model presentation. Celebrities such as Jessica Michibata, Izumi Mori, and Youna also attended.
