LOEWE x Madrid
CREATIVE DIRECTION: Naranjo—Etxeberria
GRAPHIC DESIGN: Naranjo—Etxeberria
PHOTOGRAPHY: Bandiz Studio
VIDEO: Bandiz Studio
TEXTS: Liam Aldous
Madrid Past, Present, Future is the new guide made by LOEWE to show another way to discover Madrid´s secret places focusing on the crafmanship. Every item has been carefully curated to illustrate the history and symbolism of each object and its connection with the past, present and future of the city.
OBJECTS AS A WAY TO TELL A STORY
The idea was to chose 10 objets that represents Madrid´s cultural side creating a different and not common guide of the city. We worked with Liam Aldous, editor of Monocle in Spain, to develop this content and create histories round the objects.
For the shooting we worked with Bandiz Studio trying to show the objects extracted from its context to give them unity.
STORIES BEHIND OBJECTS
To connect the objects with the stories behind, we worked on creating three capsule stories for the digital version of the guide to understand the craftsmanship of each object.