LOEWE Crafted World exhibition has opened its doors in Tokyo’s Harajuku district, marking the luxury house’s first major brand exhibition. After launching successfully in Shanghai in 2024, this thoughtfully designed exhibition lands in Tokyo, a city instrumental to LOEWE’s global expansion since the opening of its space at Nihombashi Mitsukoshi in 1973. Conceived in collaboration with pioneering architecture firm OMA, Crafted World invites visitors on an immersive exploration of LOEWE’s 179-year heritage, highlighting the brand’s evolution and its unwavering devotion to the handmade.
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Stepping inside, visitors encounter an expansive 1,300-square-meter journey showcasing how tradition intersects with contemporary craft. LOEWE’s evolution from a humble leather-making collective in Madrid in 1846 to a global fashion force is narrated through an engaging array of exhibits. Key products, from the earliest made-to-order leather pieces to iconic accessories like the Amazona, Flamenco, and Puzzle bags, appear alongside architectural models, archival imagery, and cultural collaborations.
Beyond the narrative of luxury goods, Crafted World places significant emphasis on the joy inherent in handmade artistry. Supported by the LOEWE FOUNDATION’s annual Craft Prize and ongoing collaborations with artisans worldwide, this aspect shines through. The interactive exhibition also honors LOEWE’s connections to Japanese craftsmanship, featuring a documentary detailing the foundation’s support for the Kyoto-based Onishi family, artisans famed for their ceremonial Kama tea kettles crafted for over 400 years. Also spotlighted are intricate creations by Craft Prize finalists and acclaimed Japanese artisans including Genta Ishizuka and Tanabe Chikuunsai IV.
Curated into thematic chapters, Crafted World’s spaces transport visitors to distinct facets of LOEWE’s creative heritage. “Born from the Hand” vividly depicts the brand’s Spanish origins, featuring works by cultural icons Pablo Picasso and Pedro Almodóvar, alongside exclusive fashion pieces worn by celebrities such as Rihanna and Beyoncé. Meanwhile, “Welcome to Spain” captures diverse Spanish traditions, from Galician terracotta-tiled homes to Ibiza-inspired marine designs, each scene revealing how regional aesthetics have continually influenced LOEWE’s approach to craft.
An undeniable highlight within the exhibition is the “Castle Room,” an homage to the brand’s popular 2023 capsule collection inspired by Studio Ghibli’s animated masterpiece, Howl’s Moving Castle. Central to this space is a two-meter-tall version of the Howl’s Moving Castle bag, meticulously constructed from design elements borrowed from LOEWE’s celebrated accessory lineup.
Further deepening the experiential quality, “Unexpected Dialogues” immerses visitors within the visionary worlds that have inspired LOEWE’s artistic partnerships. Visitors can explore a recreation of Ken Price‘s pottery studio, view playful ceramic scenes by Suna Fujita hidden within sugar-coated walls, and experience a floating flower garden created by edenworks studio.
Visitors can explore LOEWE ’s Crafted World exhibition in Tokyo until May 11, 2025.
