Month: December 2017

Loewe’s Chance Encounters III

Since Jonathan Anderson took the helm of the Spanish company LOEWE, there has been a conscious effort not only to shift the type of clothing that the brand evokes, but also to create a comprehensive artistic universe that people associate it with. With their artisanal roots as the main pillars of the brand, they have been translating tradition into a modern context. There have been quite a few changes: LOEWE begun by reinventing their logo with more uniform lines and changing their typography. This was followed by numerous initiatives to create a bond between fashion and art in its most traditional form. At SoundMachine, we’ve helped create an environment in the Loewe establishments that provides space for these initiatives to breathe and show off vividly. The Chance Encounters Series One of the movements to gain the most media presence in the media was in 2015, when Anderson had a granary from the 18th century transported from Spain, piece by piece, and then reconstructed in Miami. The majestic 36-foot long object was displayed as a central …