A good scent lingers. A great one builds a whole world around it.
Emma Campbell
CEO & Creative Director
A good scent lingers. A great one builds a whole world around it.
Emma Campbell
CEO & Creative Director
On Display at Selfridges London: Where fragrance brand Loewe transformed the Corner Shop into a lush, scent-filled garden maze—oversized tomatoes and velvet green walls acted as wayfinding signage, guiding visitors through a surreal, sensory journey. The activation translated Loewe’s nature-inspired storytelling into a physical experience, turning scent into space and reinforcing the brand’s artistic, botanical identity.
On Display at Selfridges London: Where fragrance brand Loewe transformed the Corner Shop into a lush, scent-filled garden maze—oversized tomatoes and velvet green walls acted as wayfinding signage, guiding visitors through a surreal, sensory journey. The activation translated Loewe’s nature-inspired storytelling into a physical experience, turning scent into space and reinforcing the brand’s artistic, botanical identity.
Behind the Build
Loewe reimagined the Corner Shop as a contemporary garden maze—an homage to 18th-century Renaissance layouts with a playful twist. Pleated green walls wind through the space like hedges, enclosing the visitor in a world of texture and scent. Giant lacquered tomato sculptures anchor the path, while red ceramic candles and mini installations hide in nooks along the way.
It’s a lesson in immersive storytelling: not just showcasing product but designing a narrative-led destination. The signage? Minimal. The branding? Confidently understated. Loewe lets materiality, scale, and repetition do the talking—inviting visitors to get lost, quite literally, in the story.
Behind the Build
Loewe reimagined the Corner Shop as a contemporary garden maze—an homage to 18th-century Renaissance layouts with a playful twist. Pleated green walls wind through the space like hedges, enclosing the visitor in a world of texture and scent. Giant lacquered tomato sculptures anchor the path, while red ceramic candles and mini installations hide in nooks along the way.
It’s a lesson in immersive storytelling: not just showcasing product but designing a narrative-led destination. The signage? Minimal. The branding? Confidently understated. Loewe lets materiality, scale, and repetition do the talking—inviting visitors to get lost, quite literally, in the story.
The In-Person Impact
The moment you step in, your senses are disarmed. It’s green, it’s strange, it’s strangely calming. Shoppers are invited to explore the full home scents collection—candles, soaps, lotions—while winding through a lush, tomato-laced labyrinth. Floral workshops invite deeper interaction, while the overall space turns the humble tomato into a cultural object.
In a landscape where retail often leans minimal, Loewe goes maximal—without losing elegance. The activation proves that thoughtful material choices, paired with a strong scent story, can create emotional pull and stop-you-in-your-tracks wonder.
The In-Person Impact
The moment you step in, your senses are disarmed. It’s green, it’s strange, it’s strangely calming. Shoppers are invited to explore the full home scents collection—candles, soaps, lotions—while winding through a lush, tomato-laced labyrinth. Floral workshops invite deeper interaction, while the overall space turns the humble tomato into a cultural object.
In a landscape where retail often leans minimal, Loewe goes maximal—without losing elegance. The activation proves that thoughtful material choices, paired with a strong scent story, can create emotional pull and stop-you-in-your-tracks wonder.
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Retail Interiors
Visual-Merchandising
The North Face flagship in Shanghai
The North Face Reimagines the Outdoor Store for China’s Urban Explorer
