Loewe invests in new London flagship following ‘exponential’ UK growth
Loewe is planning to relocate its London flagship store to a massive 3-floor, 5,380 sq ft space complete with a large glass display on street level in New Bond Street in 2018.
This will be a big upgrade from its existing boutique on Mount Street, which occupies a space of 3,320 sq ft and was opened by the luxury brand in 2011.
Loewe said the Mount Street store was “instrumental in establishing the reconfigured brand”, but it now needs a larger expanse to showcase all its collections and every facet of the brand’s universe.
Incorporating the new Casa Loewe concept, first seen in Tokyo and Madrid, the new flagship store will become a global hub with a carefully curated environment showcasing works of art alongside the brand’s RTW, handbags and leather accessories.
All works of art on display will be selected for the London store by creative director Jonathan Anderson, and will include 20th-century and contemporary photographs, sculptures and other objects by the likes of Ron Nagle and Magali Reus.
The New Bond Street store comes at a time of strong growth for the Spanish brand in the UK. In November 2016, the house launched a concept space as part of Selfridges’ new accessories hall, and opened a pop-up with its ‘This is Home’ range in Liberty this year.
Additionally, Loewe plans to quadruple its space at Harrods to include a dedicated womenswear area in early 2018.
Work on the new London flagship store is underway and expected to finish by September 2018, said Loewe.
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