La tienda como proyecto globalLoewe en Valencia

Abstract

Between 1959 and 1966, Javier Carvajal played a decisive role at the house of Loewe, materializing through its spaces the change that the firm was looking for. Thirteen new shops were built, eleven throughout Spain and two in London, in addition to the Barcelona Headquarters and the Tauro Factory in Madrid. These projects were the main impulse in the modernization of the company, promoting both change in the firm's shops and products as well as commercial and image strategies. In mid-1963 the Loewe Shop designed by the architect was inaugurated in the centre of Valencia. The critical analysis of this project, which originates from the redawn of Javier Carvajal's original plans, not only allows knowledge on the commercial design process, offering a proposal of architectural analysis of shops, but also prepares new documentation for future research. The study has been elaborated from the cocumentation found in the Javier Carvajal archive and the Loewe Museum.