As Loewe celebrates half a century in Japan, the brand has given its Omotesando store in Tokyo a stunning makeover. The redesign isn’t just about aesthetics; it’s a fusion of art, nature and fashion.
The Omotesando store, which first opened its doors in 2004 and underwent a transformation under Jonathan Anderson in 2014, has always been more than just a shopping destination. Anderson, the creative force behind Loewe, envisioned the store as a collector’s home, a space where art and fashion intertwine. This vision is now more vivid than ever in the redesigned boutique.
What makes the store unique is its connection to nature, a theme close to Anderson’s heart. The facade, adorned with handcrafted metallic silver tiles made by Spanish artisans, reflects Tokyo’s changing seasons. These tiles, a tribute to Loewe’s roots in Madrid, create a captivating play of light that reflects the tree-lined street outside and brings the vibrancy of Tokyo’s seasons inside.
Art plays a central role in the boutique’s design. Anderson has carefully selected works by renowned artists such as Pablo Picasso and Anthea Hamilton, as well as Japanese talents such as Tsubaki and Tanabe Chikuunsai. Each piece is thoughtfully placed to create an ambiance that feels more like an art gallery than a retail store.
The boutique’s redesign also nods to the global influence of Japanese aesthetics. Elements such as Ikebana flower arrangements, once featured in Loewe’s Tokyo store, have found their way into the brand’s boutiques worldwide, showcasing the unique fusion of Spanish and Japanese cultures.
The store’s three-story, 5,000-square-foot (465 m2) space is an architectural marvel. Warm woods, poured concrete floors and touches of Georgian architecture in the grand staircase create an inviting atmosphere. Anderson’s selection of furniture, including works by Gerrit Thomas Rietveld, Axel Vervoordt, George Nakashima and Gaetano Pesce, adds to the store’s distinctive character.
Innovative collaborations are also a hallmark of Loewe’s Tokyo boutique. The store features a special collection by Japanese studio Suna Fujita, known for its whimsical designs inspired by animals and childhood memories. The collaboration also includes a holiday-themed pop-up candy shop, which will be open until December 26th, adding a playful touch to the shopping experience.
In addition, Omotesando is the first store in Tokyo to introduce Loewe‘s ReCraft concept, where an in-house craftsman is available to care for and repair the brand’s leather goods.
The Spring/Summer 2024 collection was pre-launched at this boutique before being rolled out globally on November 16th.
With its blend of art, nature and innovative design, the Omotesando store is not just a retail space, but a destination for those who appreciate the finer things in life – a place where fashion, art and nature come together to create an unforgettable shopping experience.