"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."
"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 transformed its Mayfair flagship into a sculptural installation of oversized translucent orbs during Frieze London. The orbs in blue, yellow, and red cling to the building's facade and reference artisanal air bubbles found in the handblown glass flasks of the Crafted Collection. Each orb reflects light differently, producing laboratory-like, organic forms that emphasize the irregularity and imperfection inherent in handblown glass. The bubble motif continues inside through minimalist interiors, delicate glass sculptures, and a top-floor bubble tea lounge. The facade foregrounds the collection's sensorial narrative and merges fragrance, craft, and architecture to create an urban landmark.
Read at designboom | architecture & design magazine
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