Realised showroom · 2024
LOEWE.
Showroom
ClientLOEWE.
ScopeConcept, visualisations & working drawings
StatusRealised
Year2024
The project
A showroom composed as an interior rather than a display floor.
The showroom presents LOEWE. televisions and audio systems within a calm, residential environment. Technology is integrated into the architecture and experienced from natural viewing and listening positions rather than arranged as a conventional retail display.
Freestanding media elements organise the open plan while preserving long views through the room. Each structure combines screens, speakers, shelving and discreet technical functions in a precise, unified composition.
Soft curved seating introduces an intimate lounge at the centre of the showroom, creating a comfortable setting for conversation, demonstration and individual product exploration.
Spatial language
Contemporary technology within a refined architectural setting.
Warm white surfaces, pale oak and soft upholstery form a restrained palette around the dark precision of the screens. The existing herringbone floor and tall windows bring depth and character, while the light display architecture keeps the room open and luminous.
Product walls and central islands establish a clear hierarchy without introducing solid partitions. Their varied heights create distinct presentation zones while allowing the showroom to remain visually connected from every direction.
The spatial experience
Technology becomes
part of everyday life.
The result is a flexible showroom where products can be viewed, heard and compared within an atmosphere that feels considered, tactile and distinctly LOEWE.
LOEWE. · Showroom · 2024