Loewe’s “Crafted World” exhibition, which debuted in Shanghai in March 2024, is now headed to Tokyo’s Harajuku district this spring.
This is the Spanish brand’s first major exhibition, providing a look into the world of Loewe through a collection of artifacts, artwork, runway visuals, and behind-the-scenes insights about the artisans who bring its designs to life. Spanning 179 years of Loewe’s history, the exhibition explores various design fields, including architecture, accessories, sculpture, and scent.
The exhibition also traces Loewe’s evolution from its origins as a leather-making collective in Madrid, serving the Spanish Royal Crown, to becoming a rapidly growing luxury brand deeply embedded in contemporary culture. For the Tokyo edition, new elements include “artworks and architectural interventions that showcase the brand’s collaborations and cultural projects in Japan and beyond.”
These additions feature a video highlighting the Loewe Foundation’s support for the Ōnishi family, renowned for crafting ceremonial tea kettles in Kyoto for over 400 years, along with pieces from several finalists of the Loewe Craft Prize.
Over the years, LOEWE has expanded its footprint in the Asia-Pacific region, opening new stores across countries like South Korea, the Philippines, and other emerging markets. Beyond establishing a presence in Asian high streets, the brand has also bolstered its marketing efforts through collaborations with Japanese icons such as Studio Ghibli, partnerships with Chinese celebrities like Wang Yibo as brand ambassadors, and participation in events like Frieze Seoul’s art festival.
The traveling exhibition explores key moments in Loewe’s history, such as its acquisition by LVMH Moët Hennessy Louis Vuitton in 1996, Jonathan Anderson’s appointment as creative director in 2013, and the introduction of the Loewe Foundation Craft Prize in 2016.
The Tokyo exhibition, running from March 29 to May 11, is free to the public with prior reservation.