The Spanish luxury house, LOEWE adds a sensory experience to its repertoire, introducing the Loewe Home Scents collection, a new line of home fragrances and potted candles based on the raw essences of a vegetable garden.
The Home Scents collection is inspired by the brand’s creative director, Jonathan Anderson’s love for gardens and plants, to curate a sensory ambience that makes people feel ease and relax. The selection of scents was curated based on Jonathan’s childhood memories in the Victorian botanical garden and the apothecary – a mix of scientific and sentimental.
According to Jonathan, “The excursus originated in my passion for the meticulous recordings of plant life by artists who were inspired by the Age of Discovery: the cyanotypes of algae by the British artist Anna Atkins, the illustrations of exotic South American flora by the Spanish explorer Mutis, and the work of Kazuma Ogawa, who pioneered photomechanical printing as a means to document the flowers of Japan.”
Jonathan worked with the brand’s in-house perfumier Nuria Cruelles to interpret eleven plant essences and express them as their own standalone scent within candles, wax candleholders, home fragrances and rattan diffusers. The smells include honeysuckle, beetroot, juniper berry, tomato leaves, coriander, liquorice, luscious pea, oregano, cypress balls and ivy.
“Tactility is key for me, as LOEWE’s ongoing engagement with the art of ceramics testifies. The ribbed terracotta pot that holds our candles is based on a 5th century BC Greek mug I bought at an auction several years ago. In the rhythmic purity of this incredibly old object, I find unquestionable modernity, and function: it offered the perfect template as a container for our candles, which come in three different sizes. A classic Louis XIV-era French ambeau informs the geometry of the other candle base: craft knows no historic border for me. Speaking of which, candles are made with wax derived purely from natural ingredients, and embossed with the LOEWE monogram and the message ‘Made in Spain’,” Jonathan added.
For the the packaging, Jonathan worked with photographer Erwan Frotin, who is known for his detailed photographs celebrating the beauty and diversity of the natural world. Erwan depicted the range’s organic inspirations as a modern interpretation of Kazuma Ogawa’s prints. A photograph of each plant appears on a colored background on the corresponding box, creating a dialogue between scent and ingredient, inspiration and outcome that seamlessly closes the creative circle.
LOEWE Home Scents collection has been launched on September 3 in selected LOEWE stores worldwide, perfumesloewe.com and loewe.com.
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