loewe’s crafted world arrives in tokyo
Loewe’s first major public exhibition has come to Tokyo, highlighting the Spanish brand’s evolution from an artisanal leather workshop in 1846 to its standing as a global fashion house. With scenography and interactive spatial experiences crafted by OMA, Crafted World unfolds across a series of thematic rooms that each tell a different story of the fashion house’s history.
A playful curation of juxtapositions and unexpected encounters weave through, from a recreation of Loewe’s atelier and a flower garden that sways in the air, to ‘knee-high’ exhibitions that children can run through. Some of the brand’s most recognized designs, archival photographs, textiles, apparel, sculptures, and contemporary design objects are also brought together together through immersive and interactive elements such as audiovisual storytelling, spatial installations, and hands-on explorations of Loewe’s creative process. Visitors will also be able to step into the worlds of some of Loewe’s recent collaborations with brands such as Studio Ghibli, and learn about the artisanal processes of master weavers, ceramicists and more through live demonstration stations. The exhibition will remain on view until May 11th, 2025.
all images courtesy of Loewe
oma crafts a vibrant and immersive spatial experience
Crafted World was first staged by OMA at the Shanghai Exhibition Center, the first iteration of a traveling exhibition staged inside the mid-twentieth century structure, marking the Dutch practice’s first collaboration with Loewe. It has now been revitalized and adapted to engage with Tokyo’s vibrant cityscape, set inside a two-story, glass-wrapped structure that gives passersby glimpses into the space. Along the translucent facade, some of Loewe’s iconic elements are pasted as playful cutout elements and illuminated like the city’s iconic neon signage. This eclectic visual language continues inside the exhibition which spans 1,300 square meters, with seven experiential rooms of exhibition spaces, workshops, and installations evoking a journey through Loewe’s world, charting two centuries of its history.
Visitors first step into The House, a space that introduces the brand’s origins. Archival materials, historical imagery, and a recreation of Loewe’s early leather atelier set the stage for the journey ahead, grounding the exhibition in the craftsmanship that has defined the house since its founding in 1846. From there, the experience transitions into The Craft Room, a space dedicated to artisanal crafts. Here, master weavers, ceramicists, and leather artisans will be offering live demonstrations of the techniques that shape Loewe’s collections.
Loewe’s Crafted World arrives in Tokyo
In The Studio, the focus shifts to the creative process behind Loewe’s most iconic designs. Sketches, prototypes, and mood boards reveal the journey from concept to final product, offering an intimate look at the artistic decisions and experimentation that drive the brand’s aesthetic. The exhibition then moves outward into The Street, a dynamic installation capturing Loewe’s presence in contemporary culture. Playful, oversized displays and interactive moments highlight the brand’s collaborations with artists and designers, including partnerships with Studio Ghibli.
A surreal atmosphere takes over in The Garden, an environment where nature meets craft. Walking through a dreamlike landscape, swaying flowers, textile installations, and organic forms echo Loewe’s exploration of materiality. This sensory shift leads into the audiovisual Theater, where films, runway shows, and multimedia works are projected across the space, charting the evolution of Loewe’s identity through moving imagery, bringing past and present collections to life. OMA concludes the journey in The Archive, a retrospective display of Loewe’s most celebrated designs. Classic leather pieces sit alongside experimental runway creations, forming a curated timeline that reflects heritage and innovation. This final space hints at the brand’s future, reinforcing Loewe’s position at the intersection of tradition and contemporary design.
charting the brand’s evolution from an artisanal leather workshop to its standing as a global fashion house
AloJapan.com