LOEWE wraps london townhouse in translucent orbs
During Frieze London, LOEWE Perfumes turns its Mayfair flagship into a visual statement, using its facade as the central element of an immersive, multi-sensory installation for its Crafted Collection. Oversized translucent orbs clung to the exterior, transforming the building into a laboratory-like sculpture with their blue, yellow, and red organic forms. The bubble motif extends beyond decoration, with each orb reflecting light differently, recalling the artisanal air bubbles in the handblown glass flasks that house the collection’s fragrances.
all images courtesy of LOEWE Perfumes
handblown glass inspires the bubbly facade
The exterior orbs also reference the irregularity and imperfection inherent in handblown glass, tying the architectural intervention directly to the materiality of the LOEWE Perfumes’ sculptural flasks. In this way, the facade highlights the collection’s sensorial narrative before visitors even enter the building. Inside, the concept continues through minimalist interiors punctuated with delicate glass sculptures and a top-floor bubble tea lounge.
Through its bubble-clad frontage, LOEWE demonstrates how fragrance, craft, and architecture can intersect, turning a Mayfair townhouse into an urban landmark.
LOEWE Perfumes turns its Mayfair flagship into a visual statement
the bubble motif extends beyond decoration, with each orb reflecting light differently
an immersive, multi-sensory installation for the new Crafted Collection
the concept continues through minimalist interiors
LOEWE demonstrates how fragrance, craft, and architecture can intersect
recalling the artisanal air bubbles in the handblown glass flasks that house the collection’s fragrances
project info:
name: LOEWE Crafted Collection
brand: LOEWE Perfumes | @loewe_perfumes
location: Mayfair, London, UK