To celebrate Sant Jordi in Barcelona, Loewe commissioned Cordero Atelier to create an ephemeral installation inspired by the Catalan tradition of gifting a rose and a book.
Scope: Botanical Scenography, Experience Design and Packaging Design.
Every 23rd of April, the streets of Barcelona fill with books and flowers as part of one of the city’s most emblematic celebrations.
Taking this tradition as a starting point, the intervention transforms the store into an ephemeral flower and book stand. Visitors receive a rose accompanied by a specially conceived publication, reinterpreting the traditional gesture through the universe of Loewe.
Alongside this public intervention, Cordero Atelier developed a limited series of floral arrangements for VIC, VIP and press guests, presented in packaging designed to establish a dialogue with the installation within the stor
