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Loewe: IFA 2016

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.

In 2016 Bodo provided art direction in partnership with Cul de Sac for Loewe's stand at the prestigious IFA exhibition in Berlin.

It was the first time that Loewe had participated in IFA in years. The event signalled a shift in their brand language and a revival of their status as an eminent, design-led company under Bodo's creative leadership. 

The show also saw the launch of our bild 9 and klang 9 designs.

The interior ambiance created at the stand reflected the changes that Bodo implemented more widely at Loewe's flagship stores, showrooms and other trade fairs. Introducing fabrics and contours transformed the usually impersonal aesthetic associated with technology, helping the brand move towards a more approachable, unisex appeal.

Photography: Michael Donath

Loewe IFA 2016 Art & Brand Direction
Loewe IFA 2016 Art & Brand Direction
Loewe IFA 2016 Art & Brand Direction
Loewe IFA 2016 Art & Brand Direction