CASA LOEWE Seoul
The CASA LOEWE store façade
News of the opening of CASA LOEWE Seoul reached me just as I was heading back home, so I knew this would be my first destination this week. Yes – LOEWE is now the hottest brand in Q2 2024 according to the Lyst Index, but the reason for my excitement is slightly different. LOEWE has been on my radar for a while because of the LOEWE FOUNDATION Craft Prize and the fact that its 2022 winner was Dahye Jeong, a South Korean artist.
Below is a breakdown of my impressions from the space:
Artwork by Tanabe Chikuunsai IV
AN ODE TO CRAFTSMANSHIP – you can’t miss the brand’s commitment to crafts – it’s there from when you enter the space as you are greeted by an installation created by artist Tanabe Chikuunsai IV. Created with tiger bamboo, a unique variety that grows on the Japanese island of Shikoku, the artpiece was hand-istalled in the store over the course of two days by weaving the individual stripes – I was told that the central part that spans over two (almost three) floors, two intertwined tube-like forms, represents the relationship between art and crafts
– … AN ODE TO LOCAL ARTISTS – the store also features crafts works by Dahye Jeong – four traditional fibre craft pieces made out of horsehair, including the one that won the LOEWE FOUNDATION Prize in 2022, and the artist Youngsoon Lee, who was a finalist of the 2019 edition with her baskets woven out of Hanji (mullberry) paper sourced from old books
Dahye Jeong – Horsehair 05 | 2021
Dahye Jeong, A Time of Sincerity | 2021
Dahye Jeong, A Time of Sincerity (Miniature) | 2021
Dahye Jeong, Horsehair 06 | 2021
Dahye Jeong – detail
Dahye Jeong – detail
Youngsoon Lee, Cocoon Top Series | 2014-2016
Detail of Youngsoon Lee's work
... you can see the writing on the rolled paper
… AND AN ODE TO SPAIN – the whole store is decorated with individually handmade Spanish tiles in different colors depending on the floor. My retail explorations taught me one thing about color – green is one of the hardest ones in a commercial setting, it rarely feels inviting. However, with the brand’s quirkiness and the right shade, Loewe made it work. I also loved the carpets, which I think are reproductions of John Allen’s artworks – an artist Loewe has been collaborating with and featured in the LOEWE 'Crafted World' exhibition in Shanghai. Also, kudos to the kind Client Advisor who was very knowledgeable about all of this and entertained me
Handmade Spanish tiles present throughout the flagship store space and part of one of the beautiful carpets
Top floor of the flagship store
The umber colored tiles
GREAT ATTENTION TO DETAIL – the clothing racks were made from the same type of material as the long door handles – I love such creative consistency. The merchandise is beautifully displayed, and it doesn’t feel overbearing – even the louder designs – despite how much color is already present in the space. I especially liked the black-and-white display – because I’m biased toward that color combination, but also because of how it showcased the folding forms and the craftsmanship that goes into creating them. There are also decorative objects placed here and there which further emphasizes the brand’s close relationship with arts
One of the ‘louder’ but still artistic designs
One of the stone and leather objects placed around the store
Woven object placed on a table
… and a beautifully woven basket
Playfully folded bags, some of them with another bag placed inside, displaying the craftsmanship behind the brand designs
AND AGAIN, MORE LOCALIZATION (& PERSONALIZATION) – I absolutely loved the bag charms shaped like peaches and lotus flowers. While they are not limited to a specific region, I love that they have been highlighted and I feel like these would appeal not only to the local audience but also those visiting Korea
The lotus-shaped bag charm
… and the peach-shaped bag charm
As I arrived, a group of people were leaving the store and I later learned that it was Youngsoon Lee, the artist behind the mullberry paper baskets – I wish I had known! Either way, I really enjoyed my time at the new flagship store and appreciated how boldly the brand communicates its commitment to art and craftsmanship.
