Loewe Greenhouse kicks off sensory tour across Spain in Madrid
Loewe Parfums launched its eclectic Loewe Greenhouse concept at Madrid's Plaza de Callao on Wednesday. The Spanish brand, owned by the luxury LVMH Group, has set up a traditional Victorian greenhouse at the site to showcase its Botanical Rainbow line, comprising nine iconic fragrance families inspired by nature, and Loewe Home Scents, consisting of 12 distinct plant-based fragrances that capture the essence of a garden.
The lush greenhouse filled with vegetation and cozy spots to relax, adorned with an array of flowers and plants, is the ideal backdrop for Loewe to present its perfumes and home fragrances in an interactive and whimsical manner, featuring a range of candles and other scented objects.
This vibrant experience focused on perfumes and home fragrances will travel across Spain during April and May, making stops in Seville, Malaga, and Barcelona. From April 21 to 23, it will arrive at the captivating surroundings of the Guadalquivir river, near the Torre del Oro, in Seville. Afterwards, its landing in Malaga will take place from April 28 to 30 at the Puerto Muelle 1. Finally, its journey will come to a close at the port of Barcelona from May 5 to 9.
Loewe Parfums has been creating botanical fragrances since 2013 under the artistic direction of Jonathan Anderson, in partnership with the brand's perfumer, Nuria Cruelles. The designer from Northern Ireland has sought to infuse art, craftsmanship, popular culture, and nature into the brand while also preserving its Spanish heritage. The brand's colourful perfume bottles are distinguishable by their minimalist design.
Loewe Parfums was founded in 1971, and that same year, the company introduced its first fragrance for women, 'L de Loewe'.
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