Sensory Journey at LOEWE Perfumes with an Olfactory Workshop
This publication is also available in: 
Français 
English (UK) 
Deutsch 
Italiano 
Español
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, allowing us to rediscover its iconic scents and new creations. It was also an opportunity for us to dive into the history and inspirations behind LOEWE candles, perfumes, and soaps. Today, I’m sharing this sensory journey that took me from Madrid to Jonathan Anderson’s grandparents’ garden, amidst smoky, tangy, and even spicy notes!
LOEWE Perfumes, 50 Years of Creation Around the Senses
For over fifty years, LOEWE Perfumes has been enchanting our senses with fragrances as innovative as they are timeless. As a great admirer of the Spanish house, it was through its fragrance range that I first discovered it a few years ago.
Accustomed to enveloping myself in the delicate notes of Aire, Agua, or Ella, I was eager to explore the LOEWE Perfumes creations up close, in all their forms and variations. Indeed, only a few addresses unveil the entire range of the house’s compositions, and since last April, we have the privilege of accessing them at Galeries Lafayette Haussmann.
This new location, painted in ocean hues, reflects the creativity and love for craftsmanship of the house. This is evident in both its design and the products presented. Sitting at a counter adorned with signature azure tiles, I was able to rediscover the candles, home fragrances, soaps, accessories, and various perfume collections imagined by Núria Cruelles, the house’s nose, and Jonathan Anderson.
LOEWE Perfumes highlights creation and know-how with pieces that blend 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 crafted, such as leather, in a woven pot version, or pine and stone for the lids.
Next to these pieces, a candle, reminiscent of a chandelier, stands out for its composition, entirely made of wax, without a holder. These creations come in a rainbow of colors, present in every 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 those wearing the scents of the house. Thus, by lighting the wick of a candle or spraying a mist on oneself, an escape begins into the imagination of two individuals, that of the house’s nose and its artistic director.
Working in tandem or solo on the collections, the duo’s inspirations envelop the LOEWE Perfumes creations with a particular emotion.
On the candle side, this olfactory workshop plunged me into Jonathan Anderson’s grandparents’ garden, which inspired the scents. Tomato leaf, oregano, mushroom, cucumber, cypress, and honeysuckle transport us into nature, alongside more unusual scents like the new wasabi.
The scents can be discovered individually or combined to create stunning and enchanting bouquets. After a moment of navigating from one to the other, my heart leans towards three scents, one of which, having already captivated me in its soap version, is oregano. The candle also has a lovely story regarding its pot. The latter was imagined by Jonathan Anderson, referencing a 5th-century Greek cup he found at an auction!
My second discovery focused on a collection envisioned by Núria Cruelles. Specifically, the perfume extract range Un Paseo Por Madrid, meaning “a walk through Madrid”. And here too, the journey amazed me in every aspect.
Working with a synesthesia (the association of multiple senses by the brain), the house’s nose has imagined several fragrances reflecting places in the Spanish capital. A striking olfactory discovery that left me speechless. Whether it’s an evening at the opera or 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 is a fascinating way to engage with their creations and to understand their very essence and secrets. I enjoyed rediscovering their scents, particularly the complementary aspect of their creations (how candles can come together 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 the place of my A Mi Aire!
To extend the journey into the LOEWE universe, I invite you to discover Issue 4 of the house magazine!
