Seoul’s Casa LOEWE: Merging Art with Luxury Retail

Founded in 1846 in Madrid, LOEWE began as a modest leather workshop celebrated for its artisanal techniques. This Spanish luxury house, initially a favourite among royals and public figures, gained notable prominence in 1872 under the guidance of German leathermaker Enrique Loewe Roessberg. His fusion of German precision with Spanish artistry established LOEWE’s distinct identity, rooted in high-quality craftsmanship that continues to define the brand today.

The brand’s history is marked by significant milestones, including the Royal Warrant of Appointment granted by King Alfonso XIII in 1905, which recognised LOEWE as the Purveyor of the Royal Household of Spain. The early 20th century saw LOEWE’s widespread acclaim, attracting celebrity fans such as Ava Gardner, Ernest Hemingway, Sophia Loren, Rita Hayworth, and Marlene Dietrich.

Research by LDMV Marketing highlights LOEWE’s remarkable rise in popularity. With over 800 million views on TikTok and the hashtag #loewebag amassing more than 8 million views, LOEWE has captured the zeitgeist of social media. 

“When you’re sitting on a train or in a cafe, everyone is looking at the screen, and in a strange way, I was fascinated by this idea. What happens when a screen becomes the face?” — Jonathan Anderson

The brand’s ascent was further solidified when fashion technology company Lyst named LOEWE the hottest brand of the year, moving from the number five spot in Q1 to the top position in Q2. Lyst’s Q2 report also featured LOEWE’s logo tank top and raffia tote bag among the most popular products.

Jonathan Anderson, LOEWE’s creative director since 2013, has been instrumental in the brand’s resurgence. Known for his eponymous label, JW Anderson, he has brought a unique blend of avant-garde design and refined skill to LOEWE.

Under Jonathan Anderson’s leadership, LOEWE has revitalised its brand by integrating art, craft, and fashion. Collaborations with celebrities like Beyoncé, Rihanna, and Sir Anthony Hopkins, as well as endorsements from K-pop stars Taeyong and Nmixx, have increased the brand’s visibility and expanded its global reach.

Jonathan Anderson’s influence is further evident in LOEWE’s recent collections, featuring pixelated clothing, cartoon-style high heels, and anthurium breastplates. These eye-catching designs have resonated on social media and have elevated the brand’s profile in the fashion industry. 

‘‘Jonathan could do a number of other things creatively, either in art or design,” says Hari Nef, an actress who frequently collaborates with Anderson. And he’s not even doing fashion in an elusive, look-at-my-point-of-view reclusive creative register. He’s sending clothes out on the runway all the time and doing campaigns and front rows and merchandising — making things that sell. I wonder what he loves specifically about that, because you could argue that he’s too cool for it, or just too smart.” – Hari Nef 

LOEWE’s ongoing success reflects Anderson’s creative vision and the brand’s adaptability to market trends. With upcoming store openings and continued cultural engagement, LOEWE is well-positioned to maintain its status as a leading luxury fashion name.

Retail Concept and Design

The Casa Loewe store, located in Seoul’s Gangnam district, opened on July 25, 2024. Spanning approximately 4,700 square feet over three floors, the store features a striking green ceramic façade made from handmade Spanish tiles, creating a vibrant contrast with its urban surroundings. Inside, the design merges cool concrete with warm materials such as oak, brass, and marble.

The interior combines fashion, art, and design to deliver a unique shopping experience. Notable highlights include the monumental bamboo sculpture ‘Source of Creation’ by Tanabe Chikuunsai IV and works by LOEWE Foundation Craft Prize winners, such as Eriko Inazaki’s ceramic sculpture “Metanoia” and Dahye Jeong’s horsehair vessels “A Time of Sincerity.” Exclusive designer furnishings, including Utrecht and Steltman chairs by Gerrit Thomas Rietveld and George Nakashima’s Conoid Cushion chairs, complement the store’s eclectic aesthetic. Artisanal wool carpets by British textile artist John Allen enhance the refined atmosphere.

“For this installation, I used one of Nature’s own components, bamboo, which here expresses this connection between Nature, Humankind and History.”  Tanabe Chikuunsai IV “Connexion / La source”

Casa Loewe offers an extensive product range, including men’s and women’s ready-to-wear clothing, accessories, eyewear, and exclusive home fragrances. The store features artist-designed handbags and baskets by Hafu Matsumoto and Tanabe Chikuunsai IV available exclusively at this location. This flagship store aligns with the trend of luxury retail expansion in South Korea, establishing Loewe among prominent high-end brands in the vibrant Gangnam area.

LOEWE’s evolution from a leather workshop to a leading fashion brand showcases its enduring legacy and adaptability. The Casa Loewe stores exemplify this transformation by turning retail spaces into cultural hubs with curated art and events, reflecting the brand’s commitment to advancing fashion.