LOEWE
perfumes
perfumes
launch
presentation
presentation
Goals
To unveil LOEWE Perfumes' new brand concept, we needed a space that transcended a traditional product launch. The goal was to translate the brand’s deep connection to nature, art, and craftsmanship into a physical, multi-sensory environment for a highly exclusive audience.
Services
Creative Concept & Art Direction
Spatial Design & Venue Transformation
Exhibition Curation & Production
Guest Experience
Spatial Design & Venue Transformation
Exhibition Curation & Production
Guest Experience
APPROACH
Scent is invisible, so we made it palpable. We seamlessly integrated bespoke olfactive discovery zones within the art exhibition. Guests didn’t just test perfumes; they engaged in a curated sensory journey where the earthy, floral, and woody notes of LOEWE's fragrances echoed the botanical artwork surrounding them.
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FR
We transformed a raw, historic venue into a refined, minimalist art gallery. The core of the concept was built around
a private exhibition featuring the iconic works of photographers Karl Blossfeldt and Arno Rafael Minkkinen. By juxtaposing Blossfeldt’s stark, architectural botanical macro-photography with the venue’s brutalist textures, we created a visual metaphor for the organic purity of LOEWE's fragrances.
a private exhibition featuring the iconic works of photographers Karl Blossfeldt and Arno Rafael Minkkinen. By juxtaposing Blossfeldt’s stark, architectural botanical macro-photography with the venue’s brutalist textures, we created a visual metaphor for the organic purity of LOEWE's fragrances.