Loewe bild 5
The now unusual use of natural materials in technology design raises the profile of the television as an object of craftsmanship, much like furniture. With Loewe’s factory based in Bavarian Germany, using wood revives the connection between the traditional past and contemporary design. It imbues the product with a timeless quality, which improves its longevity and counters today’s throw-away consumer culture.
Through the blend of futuristic OLED technology, warm minimalism and classical connotations, the bild 5 has been deemed ‘technology with soul’, uniting Loewe’s historic past and innovative future.
Reflecting Bodo’s vision as Creative Director, the bild 5 product and campaign was implemented to soften the ultra-masculine aesthetic usually associated with technology and gain a more unisex appeal.
Photography: Michael Donath
Responsible for the world’s first electronic film transmission in 1931, Loewe is an iconic name in home entertainment technologies with an eminent history. Bodo’s direction succeeded in reasserting Loewe’s position at the leading edge of contemporary technology design.
To launch the bild 5, we created the ‘Wohnlich’ campaign, photographed by Michael Donath and styled by Laura Fulmine at Alemanys 5 in Girona, Spain. Providing art direction alongside Studio Small, we directed the campaign to align with a warm, minimal aesthetic.