LOEWE Brand Exhibition

For the visual and video contents of the  LOEWE brand exhibition, in 2024, under the creative direction of Jonathan Anderson, with exhibition design by OMA. Head of Art Direction Bob Eaton.

A selection of archival pieces both from LOEWE's collection and from artistic collaborations was depicted by Matthieu Lavanchy, conceived as a “material culture” museum shoot that highlights resonances and connections across different disciplines with backstage shots from Cristina Sthole.

With Yago Castromilawe we looked at french cinema from the 60's to illustrate the multicolored leather storage in LOEWE'S factory . More videos by Yago Castromil illustrate the craft production of LOEWE’s bags, tracing the process from the arrival of raw leather at the factory to the final, almost obsessive attention to detail. The films adopt a restrained, 1960s-style narration, with a subtle nod to the cinematic language of Dziga Vertov, and are conceived to be integrated into the physical exhibition display.

A dedicated clip explores the multifaceted nature of Spanish heritage, merging LOEWE’s archive with Mathieu Brelière’s landscape imagery. Edited by Eddie Wheelan, the footage becomes a textural video work conceived for an immersive installation.