When creative director Jonathan Anderson approached opening Loewe’s first Manhattan flagship, he clearly wanted to reflect the codes of a city that is both rugged and elegant.
The Spanish luxury house’s newly opened SoHo location, located in a classic pre-war building, features modern design framing bizarre wonders such as his recent capsule collection inspired by the Victorian potter and novelist William de Morgan. This balance brings the best of both worlds together.
The SoHo space includes women's, men's, leather goods as well as a wide range of accessories. Its two floors and is filled with paintings, sculptures, and furniture from eight different artists, which is part of an initiative to keep the shopping ambiance fresh and exciting. Artists will rotate, so visiting the store will be the only way to experience the new installations keeping the honeymoon phase of LOEWE's new storefront last forever.
On the evening of the store’s opening this Tuesday — which featured cameos by Dev Hynes, Megan Rapinoe, Chloe Sevigny, and Kaia Gerber all dripping in the later Loewe — we spoke with Anderson about his ideal customer’s experience when walking through the store, and his evolution of his role at the company.
Is your choosing of a downtown location for the flagship in New York a sign of the times in your eyes?
This store was offered to us and it felt right. I don’t mind where the store was. It was more about the building itself.
If you had to think back to when you were first offered the role at Loewe, did you anticipate what’s happening now?
No, I couldn’t anticipate what’s happening now. In a weird way by doing this job, it’s nice as it’s been slow evolution and it’s becoming more and more surprising.
Walk us through the ideal clients day before ending up at this Loewe store.
First of all, I’m sure that they are working a lot. I like the idea that people can walk into the store and it’s more about escapism. There are strong elements of being in a home: we installed a fireplace, a large seating area…to make it feel like a ceremonial space.
In a time when brick and mortars have to heavily compete with e-commerce, what would you say in defense of the physical experience?
Stores are incredibly important as they are tangible realities. It’s important to be able to go in and feel an emotion.