Friday, 12 September 2014

Loewe Opens Europe's First Casa Loewe in Milan

Though Loewe may have its roots in Madrid, the capital of Spain and the heart of Spanish fashion scene, Milan, the pulse of Italian couture, was chosen to be the first city in Europe to have its Casa Loewe – second in the world after Tokyo, Japan.

Ensconced within a historic building at the iconic Via Montenapoleone, the Milan Casa Loewe features amalgamates the beauty of 17th century architecture such as frescoed ceilings and a grand 17th century staircase with modern elements to showcase the splendour of the brand’s current content. 

Under the helm of current Creative Director, Jonathan Anderson, the Milan Casa imparts a feel of a private residence with a succession of small rooms and hidden nooks at various levels.

Furnishing are made of both new and antique pieces such as a rare bench by William Morris and an Ambrose Heal, ‘Owl’ cabinet, married with lighting and tactile elements to emphasis the character of the space. At the back of the store, large windows that open to a typical Milanese courtyard allows generous amount of natural light permeating into the space.

To create a new yet sublime atmosphere that perfectly suits the advanced ready-to-wear and leather goods collections under the direction of Anderson, Loewe architecture team has updated the structure of the building whilst retaining its original wood ceilings, ceramic tile floors and granite column, which are classified as protected heritage by the Italian authorities.

Well-edited selection of products, ranging from the iconic bags Amazona, Oro, and Flamenco to small leather goods and silks, are all neatly displayed on contemporary-designed wooden and glass displays.     

To commemorate the opening of Milan’s Casa Loewe, the Spanish heritage brand and maison has collaborated with Ugo La Pietra, an Italian artist, poet, professor, architect and designer to create a small series of artworks that are put on exhibition in store. 

Formed by the radical culture of the 1960s while he was a student at Milan’s Politecnico, La Pietra embodies the global approach that is taken by Loewe since he has worked across multiple languages and formats with clay as his frequently used medium for artworks.

For his collaboration with Loewe, La Pietra has created ‘Infinite Columns' – an ensemble of five 2-metre high ceramic sculptures referencing to the motifs of his artistic vocabulary.  

What’s more, by special order, customers are able to purchase a reduced-scale version of the columns featuring a devil’s head, symbolising Loewe’s auspicious arrival into the Italian fashion capital. 

*Photos courtesy of Loewe 

Casa Loewe - Via Monte Napoleone, 21 20121 Milano, Italy

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