Jonathan Anderson Transformed Loewe’s Miami Store Into a Mini Museum
Jonathan Anderson, far right, with cohosts Don and Mera Rubell at the Loewe store during Art Basel Miami. Photo: Courtesy World Red Eye
Art Basel Miami was in full swing on Wednesday night with many of the fetes taking place in the brightly lit boutiques that dot the newly constructed Design District. But while in-store parties typically trend toward passed champagne, occasional bites, and not much else, Loewe’s creative director Jonathan Anderson transformed his store into a mini museum featuring an ancient granary and the multidisciplinary works of four British artists.
“I wanted to make a space that we could curate and design,” he told Yahoo Style. “My goal with Loewe is to make it a cultural brand, a new type of way of looking at luxury, to inform and have more of a personal relationship.”
Inside the Loewe store in Miami featuring the ‘Chance Encounters’ installation. Photo: Courtesy of Loewe
Anderson discovered the granary while on a sojourn through Spain and Portugal. At 36-feet long and 16-feet high, the stone and wood structure will serve as the centerpiece of both this exhibition, which he dubbed Chance Encounters, as well as future ones. In a first for retailers everywhere, the artworks — photographs by Paul Nash, pottery by Lucie Rie, a painting by Rose Wylie, and sculptures by Anthea Hamilton — were far more prominent than any of the clothing or accessories.
While guests including swimwear designer Lisa Marie Fernandez and The Webster’s Laure Heriard Dubreuil mingled in the distance, Anderson explained that, despite his surroundings and the super innovative Loewe collection that he showed during Paris Fashion Week, he doesn’t find his trade to be a particularly artistic pursuit. “I don’t see fashion as an art form,” he said. “Maybe one day I’ll change my point of view on it, but I feel like they’re separate so that’s why tonight I wanted all of the product to be white. It’s about the artists, I’m just here as the spokesperson.”
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