Loewe’s arrival in Vienna extends the house’s dialogue between fashion, craft, and space. The new flagship unfolds like a study in material and form: elegant, grounded, and deeply attuned to its surroundings.
A Material Dialogue
Step in and your senses are greeted not by fanfare, but by texture. Handmade ceramic tiles in tones of brown, green, white and silver anchor the walls; tactile and uneven, they read like natural terrain. Against this backdrop, marble, oak, brass, and cast concrete stand in quiet counterpoint, while accents of linen and velvet soften the edges. The interplay is intentional: a balance of weight and air, of warmth and restraint. It’s in this tension that the store finds its voice.
Between Boutique and Gallery
But this isn’t just about objects. Art and craft pulse through the store. Works from the Loewe art collection – still lifes by Silas Borsos, ceramics by Ian Godfrey, sculptural metalwork by Jaiik Lee (a Loewe Foundation Craft Prize finalist) – are interleaved among product displays, never sidelined. One wall hosts Adoration (2024) by Ian Felice, a dream-fragment of color in quiet tension with its surroundings. Visitors drift through in circuits: piece, garment, sculpture, mirror—always returning to reconsider what kind of space they’re in.
In a city where history always speaks, Loewe’s Vienna flagship is a soft but firm reminder that design and substance still matter. And in doing so, it slots into Vienna’s cultural fabric not as an outsider, but as a discreet partner in dialogue.
