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Loewe bild 5

From 2016 to 2018 Bodo held the position of Creative Director, reinvigorating the brand through innovative product collections, as well as advertising campaigns, brochures, new brand language, concepts for trade fairs and events.

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

Loewe bild 9 Loewe bild x

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.

Loewe bild 5 Product Detail

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.

Loewe bild 5 OLED Console Television
Loewe bild 5 OLED Campaign Photography
Loewe bild 5 OLED Wall Mounted Television