LOEWE Perfumes is bringing a unique sensory experience to the heart of Madrid with its participation in the 2026 Madrid Design Festival. Running from February through March, the brand has constructed a “crafted garden” — a series of immersive installations that invite visitors to wander through a space inspired by Renaissance gardens, where curved paths and organic forms encourage discovery.
At the center of the project is a modular structure designed by Molo Design, celebrated for its innovative use of paper and sustainable materials. The installation features ultra-thin paper arranged in honeycomb patterns, drawing inspiration from historic botanical books and gilded manuscripts. The design evokes the feeling of moving through a living, scented storybook, seamlessly blending visual artistry with LOEWE’s perfume heritage.
The garden evolves across three distinct experiences, each highlighting different facets of LOEWE’s craft. Visitors will encounter displays emphasizing the artistry of glassblowing, the precision of fragrance composition, and the brand’s commitment to sustainable materials. Though temporary, the installations are carefully crafted to leave a lasting impression of both aesthetic beauty and olfactory richness.
The experiences are scheduled as follows: February 18–24 at Plaza Colón for an immersive public installation, and March 4–8 at the FORMA Design Fair in Matadero Madrid for a focused exhibition space. Each setup encourages visitors to engage with fragrance as a tangible, artistic journey, reflecting LOEWE Perfumes’ philosophy of combining craftsmanship, design, and sensory storytelling.
This initiative underscores the brand’s dedication to pushing the boundaries of perfume presentation, transforming scent into an interactive, visual, and spatial experience for festival attendees.
