A DIARY FROM HAMBURG
November 2017 marked an exciting chapter for Loewe as we unveiled our latest product designs at the LUV Interior store, Hamburg. A true fusion of luxury and craftsmanship, this event was meticulously curated with the talented German set designer Lisa Jahovic and captured by photographer Thomas Baker. Discover the behind-the-scenes journey of this stunning installation and how we collaborated with Loewe to create an immersive, artful experience.
Monday, 27th November 2017
Weather: 7°C, Rainy
Our journey begins with a visit to Tornqvist Coffee Brewery, Hamburg’s favourite café nestled in the heart of Schanze. Lisa, always the perfectionist, orders a double espresso with hot water, much to the barista’s dismay. “The water will ruin everything,” he warns. In Hamburg, coffee is an art form. Fuelled by the finest brew, we head to LUV Interior, where we’re preparing for the Loewe event across the store’s three floors.
Working alongside German set designer Anka Rehbock, Bodo Sperlein envisions a contemporary mix of furniture, art, and vintage pieces that will complement the OLED campaign theme. Just around the corner, a treasure trove of props awaits, where we spend two hours curating the perfect objects to elevate the space.
Tuesday, 28th November 2017
Weather: 5°C, Cloudy
Day two kicks off with picking up our prop haul and exploring Hamburg’s creative hubs—vintage shops, markets, and hidden gems. Lisa’s aerial flower installation begins to take shape as we select branches to hang from a steel frame, creating an organic flow between rooms. A quick lunch at Elbgold refuels us before we return to LUV to fine-tune each room’s design, aligning the interiors with Loewe’s aesthetic and the captivating screen footage by Jake Curtis and Hana Al-Sayed.
The walls are transformed with rich tones from Little Greene, a British paint brand we admire for its eco-conscious approach to crafting high-quality paints. The vision is slowly becoming a reality.
Wednesday, 29th November 2017
Weather: 6°C, Rainy
Embracing the quintessential Hamburg weather, we start the day with coffee from Less Political—a must-visit in Schanze. With the press breakfast and evening event looming, we work tirelessly to perfect every detail. After a productive day, we indulge in more local cuisine at Berta Emil Richard Schneider and a cocktail at Daniela’s, preparing for the big day ahead.
Thursday, 30th November 2017
Weather: 4°C, Cloudy
The event day is here. Lisa is adding the final touches to the installation before the press breakfast. The anticipation builds as prominent journalists and design enthusiasts arrive to experience Bodo Sperlein’s latest works for Loewe. Bodo and Dr. Roland Raithel, Loewe’s Public Relations Director, discuss the future of television and OLED technology, setting the stage for the evening’s event.
Before the evening’s festivities, we take a brief detour to marvel at the Elbphilharmonie Opera House, a striking architectural masterpiece by Herzog & De Meuron. A quick burger at Otto’s, and we’re ready to welcome the night.
At 7pm, LUV Interior is transformed. Our latest collections, the Bild 5 and Bild 9, take centre stage, beautifully enhanced by Lisa’s set design. The immersive installation weaves together painterly tableaus, alchemy-inspired antiques, and curated objects, all bathed in a warm, seasonal palette. The metallic sheen of the Loewe products shines against the backdrop, creating a captivating contrast. Guests are drawn into a decadent, mysterious atmosphere, with a stunning floral arrangement suspended above the table settings. Kvadrat’s luxurious fabrics add a layer of opulence, draping the space in dark, transparent colours, creating an inviting, tactile environment.
This event exemplifies the harmonious blend of design, art, and technology, where every element, whether product, prop, or fabric, comes together to tell a captivating story.
