Craft as an Inspiration
The Spanish fashion label LOEWE sees its roots in craftsmanship. Recently Jonathan Anderson, Creative Director at Loewe, visited the ceramist Tomoo Hamada in Mashiko (Japan), who designs unique ceramics. Now, Hamada manufactures special pieces for the newly designed LOEWE store in Tokyo. But furthermore Andersons great love to craftsmanship inspired him to launch an international craft award.
The LOEWE CRAFT PRIZE is endowed with 50.000 € and awards the best talent of craftsmanship from areas such as ceramics, bookbinding, enamelwork, jewelry, lacquer, metal, furniture, leather, textiles, or glass. A jury comprised of the leading designers, architects, journalists and curators will select the winner. Next to Anderson you can find industry luminaries like Rolf Fehlbaum, Former CEO of Vitra, Benedetta Tagliabue, architect and Pritzker Prize jury member or Gijs Bakker, Co-founder of Droog Design.
Master of Craftsmanship
Even if the competitors are not connected to LOEWE, Anderson succeeded a clever content clou. LOEWE, the Spanish equivalent to HERMÈS, benefits from the radiance of the prize. In addition, a global exhibition of twelve finalists will provide enough exciting stories to perceive the brand as a Master of Craftsmanship.
titel picture: art piece of markku salo