“Crafted World”

Adding yet more layers of content, texture and context to the Loewe brand, its creative director Jonathan Anderson is curating “Crafted World,” an immersive exhibition about the luxury brand slated to open at the Shanghai Exhibition Center on March 22.

Billed as the Spanish house’s first major exhibition, it is to showcase an array of artifacts and artworks alongside runway footage and behind-the-scenes insights about the artisans that bring its clothing and accessories to life by casting a spotlight on an array of craftspeople including Indian ribbon-makers, Ecuadorian tapestry artists, South African basket-makers and Chinese bamboo weavers.

One of the main narratives is how Loewe has been transformed from a Madrid-based leather-making collective and supplier to the Spanish Royal Crown into a fast-growing luxury brand steeped in contemporary culture.

Anderson has appropriated ’90s-era fashion imagery as present-day ad campaigns; brought an unvarnished, spontaneous spirit to the typically glossy luxury world, and introduced some dramatic store concepts with artistic elements, including Picasso ceramics, Charles Rennie Mackintosh chairs or a Sol LeWitt wall drawing.

Spread across 17,000 square feet, the exhibition transports the audience to the sights and sounds of Spain via interactive rooms.

“Crafted World” runs through May 5.

Posted by: TAWD on February 13, 2024