Diving into color. Photographing Loewe
I have recently photographed on assignment for Loewe several of their new store openings in Europe and the Gulf and I feel I can state that I have dived into color like I had never done before.
Loewe is a Spanish luxury fashion house whose style is characterized by its elegant, minimalist aesthetic, expert craftsmanship and focus on natural materials. Their new revamped stores incorporate a vibrant color palette that complements its signature leather goods creating a lively and vibrant atmosphere inspired by the brand’s creative director Jonathan Anderson.
The thoughtful and intentional use of color in Loewe’s new stores in Paris, London, Berlin, Amsterdam and Abu Dhabi is intended to be a tool to ignite a unique and memorable retail experience, an outstanding example of the “architecture of desire” reflecting the brand's sophisticated yet playful image.
Loewe is known for its signature minimalistic aesthetic, expert craftsmanship and high-quality goods now showcased in retail spaces dressed in bold pops of color, most of them made with vivid hues of pink, green, red, blue and yellow Manises tiles.
The new Paris Rue Saint Honoré shop displays a vibrant pink color scheme that contrasts with the store's minimalist architecture. The delicate bright pink walls are offset by natural materials like concrete and leather, creating a balanced yet striking visual effect. Amsterdam is dressed in red, Berlin in orange, Abu Dhabi in blue and yellow…
In addition to color, Loewe also incorporates playful design elements used as focal points within the store in collaboration with artists in pop-up shops that reflect the brand's luxurious yet whimsical image, oversized sculptures like Anthea Hamilton’s pumpkins displayed at Harrods for Fall 2022 pop-up. A selection of carefully curated works of art, furniture and rugs are also showcased throughout the spaces to complete the enticing visual content in rich and saturated colors.
A work of design, architecture and visual merchandising as delicate as daring like this needs a very attentive eye that loves color as much as I do. That's why I'll say it one more time, photographing Loewe is nothing but swimming in deep colors and diving into them very calmly.
Architectural photography is a matter of persuasion made of shapes and colors –and you can check some black and white samples as well as of my previous work for the office of Peter Marino + Associates, “Photographing retail. The architecture of desire”–.