I had to rub my eyes as I stepped into the Miami Design District’s new Loewe store. Because standing right
in front of me was something I really hadn’t expected to see. A huge stone structure, ancient looking.
In some ways entirely incongruous. Yet in others, organic and fitting. It wasn’t as if this ceramic marvel had been put up here as some gimmick, designed to shift dresses. It was as if the entire Loewe store had been created in praise of these stones.
What was it?

Loewe’s Irish-born Creative Director, Jonathan Anderson, explained. Loewe dates back to 1846, when it was founded in Spain. And back then, structures just like this one would have been used to store and dry grain.
They were part of the fabric of everyday life.
Jonathan spotted this one in the border between Galicia and Portugal. And he knew instantly – instinctively – that it would help visualise the Loewe story. Getting it here wasn’t easy. It had to be painstakingly dismantled, piece-by-piece, before being brought to the States to be lovingly rebuilt.

But here – away from the hectic, eye-popping neon I so associate with Miami Beach – this hórreo  (to give it its true name) feels like a living piece of Loewe’s history. And as soon as you see it, you’re struck by the sense of craftsmanship, tradition. And the curated art pieces Anderson’s also set beside it – works by Anthea Hamilton, Paul Nash, Lucie Rie and Rose Wylie – feel no less bold or inventive.

It makes me see Loewe differently. Truly. Here, this juxtaposition of modern smoked glass and old, weathered stone – the silk-smooth leather goods, and the rough, iron clothes-rails – pay a tribute to the artistic eye.

Creative people can so often be ruled by the pressures of timings, budgets, ‘shares’ and ‘likes’.
But this is a reminder that real creativity comes from the heart. It’s the image we see when we look away, our eyes closed. It’s the silence away from the rush.

Thank you Jonathan.

www.j-w-anderson.com
www.loewe.com