For LOEWE, craftsmanship, innovation, and creativity is supreme. This is why its no surprise that they have unveiled their first brand exhibition in Tokyo’s iconic Harajuku district, welcoming visitors into a multi-sensory, whimsical journey through 179 years of design, craft, and unexpected joy. Open until May 11, 2025, at 6-35-6 Jingumae in Shibuya, Crafted World Tokyo invites the public to explore the Spanish luxury house’s rich legacy in a dynamic 1,300-square-meter space designed in collaboration with Dutch architecture studio OMA.
The Tokyo iteration of Crafted World follows its 2024 debut in Shanghai, and pays tribute to LOEWE’s decades-long relationship with Japan, starting in 1973 with the establishment of their Tokyo location as the brand’s first non-European outpost. From an illuminated façade studded with floating neon mushrooms to Studio Ghibli-inspired immersive spaces, and ancestral Kyoto ironwork traditions, Crafted World is a love letter to the handmade.
The exhibition is a carefully-constructed narrative journey that unfolds across seven themed rooms, each with its own mood, texture, and story. It begins with Born from the Hand, a visual history of LOEWE’s artisanal roots in Madrid, where a group of leather craftsmen established the brand in 1846. Photographs, archives, and design relics—from 1950s store architecture to vintage travel vanity cases—trace the evolution of the house across generations.
Next, visitors step into Welcome to Spain, an atmospheric homage to the country’s landscapes and cultural traditions, featuring terracotta installations and raffia-leaf bags inspired by southern coastlines. The journey continues into The Atelier, giving visitors a behind-the-scenes look into the house’s most iconic creations, including the Amazona, Puzzle, and Flamenco bags, through a library of leathers, origami modeling, and 3D printing.
Craft takes center stage in United in Craft, where the works of LOEWE Foundation Craft Prize winners like Jennifer Lee, Takayuki Sakiyama, and Genta Ishizuka are on display. From stoneware to lacquer, these objects reflect centuries of technique passed through the hands of artisans.
Downstairs, fashion history and fantasy converge. A sleek, white space houses 54 archival looks and art installations alongside runway footage, leading to the final gallery: Unexpected Dialogues. Here, collaborative works by artists such as Ken Price and Suna Fujita unfold in whimsical and dreamlike rooms, including a floating paper flower garden created with Tokyo studio edenworks.
In a dedicated concept store, visitors can shop limited-edition pieces exclusive to Tokyo. Whether through a swirl of whipped-cream ceramic or a sticker-covered staircase, Crafted World Tokyo speaks in the language of beauty, heritage, and play—a testament to the enduring power of the handmade in a rapidly changing world.
Crafted World Tokyo runs from March 29–May 11, 2025, open daily from 9:00 to 20:00. Bookings available via LOEWE Japan’s official website.