Loewe Perfumes turned a Mayfair townhouse into an experiential perfumer’s laboratory during Frieze London, offering guests a rare glimpse into the creative world behind its new Crafted Collection. The activation allowed visitors to immerse themselves fully in the artistry and inspiration of the house’s latest olfactory offerings.
Guests were invited to engage directly with the botanicals at the heart of the collection’s three expressive fragrances — Loewe Bittersweet Oud, Loewe Roasted Vanilla, and Loewe Iris Root — “each a contemporary ode to an iconic note in the timeless art of perfumery.” The experience blurred the line between scent and environment, guiding visitors through a space designed to reflect both the craft and the character of each composition.
Beyond fragrance, the concept extended into visual and tactile motifs, with bubbles serving as a central theme. Oversized transparent orbs adorned the exterior of the townhouse, delicate glass sculptures embroidered the minimalist interiors, and a bubble tea lounge on the top floor offered a moment of relaxation. These playful yet sophisticated details paid homage to the bubble-infused glass of the Loewe Crafted Collection flasks, “inspired by the artisanal imperfections of traditional hand-blown glass.”
The activation succeeded in translating the essence of Loewe’s perfumes into a multi-sensory narrative, creating a dialogue between scent, space, and craft. Every element, from the curated botanicals to the sculptural glasswork, reinforced the brand’s commitment to artistry and thoughtful design, ensuring that visitors left with both an olfactory and visual memory of the collection.
In a crowded landscape of experiential luxury, Loewe’s Mayfair townhouse stood out as a testament to creativity, demonstrating that perfume, like art, can be both seen and felt. Here, the Crafted Collection was not merely displayed—it was lived, breathed, and experienced in every bubble, fragrance, and moment.
Location
27–41 Half Moon Street, London W1J 7BG, at The Mayfair Townhouse