Sensory Journey at LOEWE Perfumes with an Olfactory Workshop
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A few days ago, I visited the Galeries Lafayette Haussmann for a fragrant appointment. Nestled on the first floor, the LOEWE Perfumes corner welcomed us for an enchanting olfactory diagnosis. An immersive experience, offered by the Spanish house, to help us rediscover its iconic scents and new creations. It was also an opportunity for us to dive into the history and inspirations behind LOEWE’s candles, perfumes, and soaps. Today, I share with you this sensory journey, which took me from Madrid to Jonathan Anderson’s grandparents’ garden, filled with smoky, tangy, and even spicy notes!
LOEWE Perfumes, 50 years of creation around the senses
For over fifty years, LOEWE Perfumes has enchanted our senses with fragrances that are both innovative and timeless. As a great admirer of the Spanish house, it was through its perfume range that I first discovered it a few years ago.
Being accustomed to enveloping myself in the delicate notes of the Aire, Agua, or Ella perfumes, I was eager to get a closer look at LOEWE Perfumes’ creations in all their forms and variations. Indeed, only a few locations unveil the entirety of the house’s compositions, and since last April, we have had the privilege to access them at the Galeries Lafayette Haussmann.
This new address, in the color of the ocean, reflects the creativity and love for craftsmanship of the house. This is evident not only in its design but also in the presented products. Sitting at a counter, worked with signature azure tiles, I was able to rediscover the candles, interior perfumes, soaps, accessories, and various collections of fragrances imagined by Núria Cruelles, the house’s perfumer, and Jonathan Anderson.
LOEWE Perfumes highlights creation and expertise with pieces blending tradition with innovative notes. On one hand, we discover the work of Spanish ceramists, enhancing the house’s scents with organic and refined candle holders or soap dishes. Other materials are also used, such as leather, in a braided version for plant pots, or pine and stone for caps.
Next to these pieces, a candle, reminiscent of a candelabra, stands out with its composition, entirely made of wax, without any holder. These creations come in a rainbow of colors, found across each facet of the collections. Between scents, materials, and colors, LOEWE Perfumes offers a 360° sensory journey.
Núria Cruelles and Jonathan Anderson: a marriage of scents and emotions
In addition to honoring local craftsmanship and creativity, LOEWE Perfumes imagines its products around stories and memories. A work of assembly, designed to transport anyone wearing the scents of the house. Thus, lighting the wick of a candle or spraying a mist on oneself initiates a journey into the imagination of two individuals: the house’s perfumer and its artistic director.
Working as a duo or solo on collections, the inspirations of the duo envelop LOEWE Perfumes’ creations with a particular emotion.
On the candle side, this olfactory workshop immersed me in Jonathan Anderson’s grandparents’ garden, which inspired the scents. Tomato leaves, oregano, mushrooms, cucumber, cypress, and honeysuckle transport us to nature, alongside more unusual scents like the new wasabi.
The scents can be discovered individually or complement each other to create stunning and enchanting bouquets. After a moment spent navigating from one to another, my heart leans towards three scents, one of which had already captivated me in its soap version: oregano. The candle also has a lovely story about its pot. This was designed by Jonathan Anderson, referencing a Greek cup from the 5th century that he found at an auction!
My second discovery focused on a collection imagined by Núria Cruelles. Namely, the range of perfume extracts Un Paseo Por Madrid, which means “a stroll through Madrid.” And here too, the journey amazed me in every way.
Working with a synesthesia (the association of multiple senses by the brain), the house’s perfumer has created several fragrances reflecting locations in the Spanish capital. A striking olfactory discovery that left me speechless. From an evening at the opera to a detour through the covered market, the scents are unique and transport us throughout their evolution on the skin.
This workshop at LOEWE Perfumes thus took me on a journey, filled with wonder and amazement. It’s a very interesting way to connect with their creations and learn about their very essence and secrets. I appreciated being able to rediscover their scents, particularly the complementary aspect of their creations (how the candles can blend to create a new harmony…). And, as a bonus, I fell in love with the Un Paseo Por Madrid collection, one of whose fragrances will surely take over from my A Mi Aire!
To extend the journey into the LOEWE universe, I invite you to discover Issue 4 of the house’s magazine!
