“It Needs to be Incredibly Personal”: Jonathan Anderson Opens Loewe’s First New York Store

It might seem impossibly bold to arrive stateside, among the ruins of department stores and boutiques past, and open a new luxury-shopping mecca. But in the world of Loewe’s Jonathan Anderson, retail is neither dead nor dying, but evolving at a whipstitch pace. “I think retail is about reflecting what’s actually happening.

The Anderson method of evolution is to keep Loewe’s retail concepts close to his heart. Positioned as curator in chief of the Spanish brand, Anderson has spent six years shaping theas a manifestation of his own inner passions. “It doesn’t happen overnight. I’m glad that we’ve taken six years to open in New York because I think it takes time to build a story, and I think it takes time to be able to build brands.

As such, his new store, nestled on a bustling block of SoHo, bucks the bigger, brighter, bolder trend for neon lights and shock-jock art installs of late in favor of the warmth and intimacy of a home. “I think it just needs to be incredibly personal,” Anderson continues. “If we go too generic, then I feel that we lose the message.

That’s a bold mandate, but Anderson’s brand of taking big swings is working. Building Loewe into something more than just buttery leather bags, cerebral ready-to-wear, and annual art-world collaborations has made the brand more than just a thing to buy into; it’s a life goal. “That’s why we have fan zines, that’s why we have posters, that’s why we have talks programs, that’s why I try to go out around the world and find a Rennie Mackintosh chair for the store,” he says.

You might catch some more of that heat at the opening party for the store tonight, where, after cocktails, Anderson will transport his crew from SoHo to an Upper East Side mansion. “The party is like, I don’t know,” he cuts off with a laugh. “I always fantasize that I lived in New York.

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