LOEWE PERFUMES LAUNCHES EXPERIENTIAL POP-UP IN SEONGSU, SOUTH KOREA
Conceived as an immersive brand archive guiding visitors through the artisanal and nature-inspired universe of LOEWE Perfumes, the house is launching an experiential pop-up store located in the Seongsu district of Seoul, South Korea.
Conceptual in approach and warmly welcoming in atmosphere, the pop-up store will amplify the cultural and botanical stories behind each LOEWE Perfumes collection by staging a seamlessly curated, walk-through experience that flows fluidly through four distinct (yet unified) zones.
Each zone will be a workshop-style space, enclosed by a semi-circular, decorative screen, featuring creative installations and design motifs informed by the concept of the area’s scent.
The area is divided into three spaces, where, they will encounter LOEWE Perfumes’ special reverence for ceramics, the craft behind icons such as the Home Scents wax scented candleholder, and the house’s intimate connection with 18th century artist, Karl Blossfeldt, whose monochrome images adorn the LOEWE Botanical Rainbow packaging.
To complement the three conceptual spaces, dedicated LOEWE Perfumes specialists will guide customers to the scent that uniquely resonates with their own personal olfactory preference, which can often be a mix of more than one scent.
Ultimately, the space will bring together a compelling series of intimate experiences connecting customers to each area of the perfumes journey from ceramics to scent to packaging, culminating in their own harmonious rainbow of scents.
Featuring handcrafted objects, vibrant colours and artisanal materials, the Seongsu pop-up space is aligned with the craft-led interior design concept that shapes LOEWE Perfumes stores globally, principally characterized by artisanal Spanish porcelain tiles, glazed in a variety of bold colours and finishes.
The pop-up will be open daily until 31 May, 2024, from (insert store opening hours).
About the Botanical Rainbow
LOEWE’s ‘Botanical Rainbow’ is a bold, inclusive and colourful collection of nine fragrance families inspired by nature and defined by a single block-shaped bottle design by Jonathan Anderson. Rendered in a kaleidoscopic array of colours—each expressing the unique personality of the scent within—the Botanical Rainbow’s scents are highly collectable and often complementary, capturing myriad emotions, moods and attitudes designed to enhance daily life. Further emphasising the link between the perfumes, the importance of craft and the beauty of nature, a tactile wooden cap tops every bottle.
About Home Scents
The LOEWE Home Scents collection is a range of fragrances, each crafted as an authentic olfactory portrait of a single plant, flower or herb. The scents encompass Honeysuckle, Ivy, Tomato, Leaves, Marihuana, Cypress Balls, Beetroot, Oregano, Cucumber, Orange Blossom, Incense, Mushroom and Roasted Hazelnut, all available as Scented Candles in three sizes, Room Sprays, and sculptural Wax Scented Candleholders. Selected fragrances including Tomato Leaves, Oregano, Scent of Marihuana and Ivy are also available as Liquid and Solid Soaps, and as Body Lotions, under the LOEWE Home Scents Bath and Body Line. The range is supported by a collection of artisan crafted tools and accessories, from terracotta candle lids to bases for soaps and candles, candle snuffers, wick trimmers and hanging candle baskets.