Last week saw the launch of the bild 9 - our most recent television for Loewe. Here's an insight into the ideas, inspiration and process behind its statement design.
Bodo’s creative direction for Loewe is about introducing an aesthetic strength to technology products, giving them visual importance and interest.
So we looked at architecture and art for inspiration, specifically pictorial and linear sculpture such as that of Fred Sandback, which utilises 2D shapes and lines to create a 3D form.
We wanted to create a product that reasserts the television as the focal point of a home interior, contributing to the interior design and providing premium technical quality.
The aim of the bild 9 was to challenge recent convention in which the TV is as thin as possible and little consideration is given to the frame. To move away from this tendency, we wanted to draw attention to the frame, making it into a bold, sculptural piece.