LOEWE Transforms Its Mayfair Store Into a Laboratory of Bubbles and Scents

Summary

• LOEWE Perfumes revealed a bubble-themed installation at its Mayfair store during Frieze London to promote the three new LOEWE Crafted Collection fragrances
• Bubble‑inspired glass orbs, interior sculptures and a top‑floor bubble‑tea lounge reference the hand‑blown flasks

LOEWE has transformed a Mayfair townhouse into an experiential perfumer’s laboratory for Frieze London, inviting the public to engage directly with the brand’s new LOEWE Crafted Collection. The installation centers on the collection’s three fragrances – LOEWE Bittersweet Oud, LOEWE Roasted Vanilla and LOEWE Iris Root – and positions botanicals as the sensory core of each scent, offering visitors a curated encounter with the ingredients and compositional ideas behind the perfumes.

The townhouse’s design amplifies the collection’s glassware inspiration: oversized transparent orbs cling to the building’s exterior, while delicate glass sculptures punctuate the minimalist interior, echoing the bubble‑infused hand‑blown flasks of the Crafted Collection. A top‑floor bubble tea lounge provides a place to relax and linger, reinforcing the installation’s playful dialogue between olfactory discovery and tactile, visual craft. Throughout the space, the bubble motif operates as both a sculptural element and a conceptual through‑line, linking the artisanal imperfections of traditional glassmaking to contemporary perfume presentation.

The installation frames the new fragrances not only as scents to wear but as objects of material curiosity, situating the perfumes within a broader narrative of craftsmanship, botanical sourcing and sculptural design. Open to the public until October 19, the Mayfair townhouse welcomes visitors daily from 10:30 a.m. to 7 p.m., offering a direct, sensory way to experience LOEWE’s reinterpretation of perfumery as craft.

Casa LOEWE London
41-42 New Bond Street,
London, W1S 2SQ,
United Kingdon