b-wear Fashion Culture
Galería Loewe
The Loewe Gallery marks a before and after in the history of the luxury Spanish label. Loewe clothes and leather goods will be exhibited here in a space measuring 580m2 spread over five levels which outline the history of the firm’s evolution. The concept and the design was created in collaboration with the audio-visual production company Boolab, colourful and contemporary graphic displays, making use of the very latest technologies, recreate different aspects of Loewe’s history in a visually spectacular fashion.
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Amazona, Loewe's iconic bag
Each floor will focus on a specific aspect of the label’s 166 years of excellence in craft. The lower floor is dedicated to silk, with multiple examples of their prints projected onto the walls; an exhibition of silk panels constitutes an important collection of prints and a fascinating installation of scarves in motion created by the artist Daniel Wurtzel.
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Moving through the mezzanine level, there is a selection of Loewe’s archive pieces. This journey to the past includes a faithful reconstruction of a Loewe shop window dating form the 1960s.
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The street level of the gallery is dedicated exclusively to the Amazona bag, symbol par excellence of the label and its best seller since it was first presented in the 70s. Another extraordinary installation 'deconstructs' the Amazona, showing each of its almost 100 parts and illustrating the various stages of the production process.
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Deconstruction of the Amazona bag (installation)
On the next level up the focus is on leather, the material that best represents Loewe. The exhibition on this floor aims to underscore the tactile qualities of Loewe’s leather goods, with special emphasis on its fleece leather. A large tree dominates this space, a symbol of the label’s past, present and future, made using different Loewe leather samples. A second smaller tree displays a selection of vividly coloured Flamenco bags as if they were fruit. Finally on the upper level temporary exhibitions are held.
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Intallation with different versions of the Flamenco bag
Much more than simply a museum, Galería Loewe allows visitors to not only discover the history behind Loewe but also forge a deeper understanding of its essence and brand significance.
Galería Loewe. Passeig de Gràcia, 91 Barcelona
