Loewe has brought its first major brand exhibition to Tokyo. Crafted World opened in Harajuku and offers an in-depth look at the Spanish brand’s heritage of craftsmanship. Following its debut in Shanghai last year, the show highlights Loewe’s journey from a Madrid leather collective in 1846 to its current place in global fashion.
Designed with OMA, the exhibition space is filled with immersive displays. Visitors move through rooms that trace Loewe’s milestones, including its role as supplier to the Spanish royal family, its first store opening in Japan and its acquisition by LVMH. The influence of former Creative director Jonathan Anderson is evident in sections dedicated to recent projects such as the collaboration with Studio Ghibli and the work of Kyoto ceramicist Suna Fujita.
Crafted World goes beyond fashion. The Tokyo edition of Crafted World places a special emphasis on Japanese artisans, with works by annual Craft Prize finalists Tanabe Chikuunsai IV, Moe Watanabe, and 2019 winner Genta Ishizuka. Other works by Salone artisans Arko, Hafu Matsumoto and Jiro Yonezawa are also on display. The exhibition also features a video documenting the Loewe Foundation’s support of the Onishi family, master craftsmen who have been creating ceremonial Kama tea kettles in Kyoto for more than four centuries.
The Tokyo iteration of Crafted World includes several distinctive elements created specifically for this showcase. The building’s facade is illuminated with Loewe‘s signature motifs, while an interactive staircase invites guests to leave stickers that gradually transform the space over time. The gift shop sells unique items available only during the Tokyo exhibition.