Showroom · Kronach, Germany · 2023
LOEWE.
Showroom Kronach
ClientLOEWE.
ProjectShowroom interior
StatusRealised
The project
Technology presented through comfort, materials and atmosphere.
The showroom in Kronach was reimagined as a sequence of calm interior settings in which televisions and audio systems could be experienced in a natural, almost domestic environment. Rather than a conventional retail floor, the space forms a series of distinct settings for viewing and listening.
One of the key challenges was to retain selected elements of the existing interior and integrate them into the new concept. The renewed space needed to maintain a connection with the original architecture while adopting the distinctive LOEWE. identity and signature colour palette.
Curved seating, individual display plinths and architectural media walls organise the open plan without dividing it with solid partitions. Long sightlines remain open, while every product group receives its own expressive setting.
Before
An open space,
ready for a new identity.
The original interior combined white walls, dark flooring, glass partitions and individual dark stone panels. The new concept retained the open volume and selected existing elements while completely transforming the atmosphere, visual language and organisation of the space.
Spatial language
A showroom with the atmosphere of a residential interior.
A restrained palette of warm white, pale oak and soft grey brings visual calm to a technically complex environment. These colours reinforce the recognisable LOEWE. aesthetic and help connect the existing interior elements with the new architectural concept. Bouclé upholstery, light-coloured carpet and living plants soften the precision of screens, sound systems and metal stands.
Oak slats and low platforms establish a unified architectural language. They frame key products, conceal technical elements and bring the different display zones together as one coherent interior.
The spatial experience
Technology becomes part
of the interior.
Screens are viewed from real seating positions, sound systems are arranged within intimate listening zones, and freestanding displays allow visitors to experience the technology from different angles. The space remains precise and technologically focused without feeling cold or sterile.
The realised space
The concept brought to life within the showroom.
The realised space retains selected elements of the original interior alongside the central ideas of the project: warm oak architectural elements, soft seating areas, light neutral flooring and a clear hierarchy of product presentation. New materials, details and the colour palette integrate the existing architecture into the distinctive visual language of LOEWE.
The former open floor now reads as a sequence of connected spaces without solid boundaries — a flexible environment for product demonstrations, conversation and individual product exploration.
LOEWE. · Kronach, Germany · 2023