The Olfactory Labyrinth: Loewe Perfumes and the Architecture of Aroma

Longchamp Rocking Horse Paradise Lunar Lunar New Year Activation - Pictures Courtesy of Longchamp

In the centre of Madrid’s Plaza de Colón, a structure has appeared that defies the traditional boundaries of retail and gallery. As a cornerstone of the Madrid Design Festival 2026, Loewe Perfumes has unveiled "Crafted Garden," an ephemeral pavilion that proves the most powerful brand experiences are those that prioritise the ethereal over the material.

By collaborating with Molo Design, Loewe has moved beyond the "pop-up shop" and into the realm of sensory world-building. This is not merely an exhibition of fragrance; it is a physical manifestation of Loewe’s "Crafted Collection," utilising a sculptural labyrinth of ultra-fine paper and blown glass to tell a story of botanical manuscripts and Renaissance order.

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