“LOEWE: Past Present Future” runs through 9 December 2016 at the Villanueva Pavillion, a former greenhouse at Madrid’s Real Jardín Botánico. Built in 1781, it is the most emblematic structure in the royal gardens located next to the famous Prado Museum.
An innovative display system of large acrylic glass boxes shows one-of-a-kind pieces from LOEWE’s archives, exemplyfing the brand’s unión of advanced leather craft and pure functional design, while walls and floors are covered with images evoking the rich history and current momentum of the house, all taken from the new LOEWE book edited by Luis Venegas.
A second section is devoted to 13 color photographs of flower arrangements by Steven Meisel, indicative of the photographer’s special ongoing relationship with LOEWE. Inspired by the life and work of British pioneer Constance Spry –whose unconventional approach, quick mind and irrepressible spirit innovated international floral design in the 1930-50’s- the simultaneous simplicity and exuberance of these images represents the fresh dynamism of LOEWE today.
To celebrate LOEWE’s reinforced presence in the city where it was born 170 years ago, this exhibition opens to the public, encouraging the people of Madrid to rediscover their brand and explore LOEWE’s ever evolving, multi-dimensional character. Among other unique gifts and souvenirs, the new 592-page LOEWE book –spanning the entire history of the house- and a special 2017 calendar with Steven Meisel’s “Flowers” series will be for sale at the exhibit shop.
“LOEWE: Past Present Future” runs through 9 December 2016 at the Real Jardín Botánico, 10h-17,30h.
Photographs: Flowers (August) by Steven Meisel and Past Present Future (2016).