During Frieze London, luxury fashion house LOEWE Perfumes has transformed its Mayfair flagship store into a striking visual landmark by wrapping the historic London townhouse in oversized translucent orbs. The dramatic installation serves as an immersive, multi-sensory showcase for the brand's new Crafted Collection, turning the building's facade into the centerpiece of an ambitious architectural intervention.
The massive bubble sculptures, rendered in vibrant shades of blue, yellow, and red, cling to the exterior walls of the building, creating organic forms that transform the traditional townhouse into what resembles a futuristic laboratory sculpture. Each translucent orb catches and reflects light differently throughout the day, creating a dynamic visual display that changes with London's shifting natural light conditions.
The bubble motif extends far beyond mere decoration, serving as a direct reference to the artisanal air bubbles found within the handblown glass flasks that house the Crafted Collection's fragrances. This connection between the architectural installation and the product design creates a cohesive narrative that celebrates the craftsmanship inherent in both the perfume bottles and the building's transformation.
The exterior orbs deliberately embrace the irregularity and imperfection that characterize handblown glass, establishing a tangible link between the architectural intervention and the materiality of LOEWE Perfumes' sculptural flask designs. This artistic choice highlights the collection's emphasis on craftsmanship and the beauty of handmade imperfections, communicating the brand's sensorial narrative to passersby before they even step inside the store.
Inside the flagship location, the bubble concept continues through carefully curated minimalist interiors that feature delicate glass sculptures strategically placed throughout the space. The design culminates in a unique bubble tea lounge located on the building's top floor, creating an unexpected connection between the installation's aesthetic and a tangible sensory experience for visitors.
Through this innovative bubble-clad frontage, LOEWE demonstrates how fragrance, traditional craft, and contemporary architecture can successfully intersect to create something entirely new. The installation effectively transforms a conventional Mayfair townhouse into an unmistakable urban landmark that celebrates both artistic vision and commercial innovation during one of London's most important art events.
