Loewe inaugurates a multimedia gallery-museum in Barcelona

The Spanish brand Loewe has opened the Loewe Gallery in Barcelona, a museum that exhibits the brand's emblematic creations and leathers, created in collaboration with the audiovisual interior design production company Boolab.

Loewe, Spanish luxury fashion house, Loewe Gallery has just opened in Barcelona, an exclusive space in which they are exhibited, over five floors, the most emblematic and desired creations of the firm. They are more than 500 square meters of exhibition in front of Gaudí's Pedrera in which its history is summarized; It is shown through a hologram how its artisans work; You can touch the delicate leathers with which they make their items or let yourself be seduced by the fascinating movements of Flamenco Dancers., installation by American artist Daniel Wurtzel, in which two pieces of silk in red and black dance propelled by the wind.

If there is a truly iconic and representative bag in the brand, It's the Amazon, what, since its creation in 1975, It has been made in infinite versions. Considered the first in history in flexible leather, has its own space, a showcase in which the manufacturing process is shown step by step, in addition to different models made in all types of skins and colors. There is also a small exhibition of representative items from each era., given by their owners, and a sample of their famous silk scarves. Or the practically exact reproduction of one of the emblematic and revolutionary shop windows of the designer José Pérez de Rozas.

Multimedia space

With these and many other elements, such as traditional leatherworking tools or a tree where you can experiment and enjoy the touch of numerous types of leather,the Loewe Gallery is, more than a museum, a space for sensory experiences, according to Coque Ferreiro, from the study Boolab, installation author. “The challenge was to immerse the visitor in the Loewe universe through the senses and not only with information”. Lisa Montague adds that “Stuart (Vevers, creative director of the firm since 2007) and I had the desire to continue strengthening Loewe's ties with Spanish culture, to bring the brand's values ​​closer to the foundation's activities and create a space for emotional connection with the community”.

Although information is not lacking, and anyone who wants to know the history of Loewe down to the smallest detail can do so exhaustively at the tables with interactive screens that contain all the information of interest., from the chronology to the designers who have collaborated, advertising or celebrities who have worn their pieces. Another of the attractions of the proposal, unprecedented in the world, was to adapt new technologies to Loewe's traditional and artisanal way of working, “provide them with a new way of talking about themselves, of its brand and its past”, explains Ferreiro.