LOEWE 2025 （Frieze London） — (2025)

A townhouse on New Bond Street became LOEWE's temporary fragrance pop-up during Frieze London 2025.

The venue

The venue is a townhouse on New Bond Street in Mayfair, the central London street lined with galleries, auction houses and luxury retail, a short walk from Regent's Park where Frieze London takes place. The building stands a few doors from Casa LOEWE, the brand's flagship on the same street. It has several floors connected by stairs, with a street-level frontage and upper rooms. Area and capacity: not verified.

How the space was used

For the six-day opening, the townhouse was fitted out rather than renovated: a metal-worked, scenically painted facade with bubble-shaped sculptures marked the entrance, while interiors stayed plain. A scent station on the lower level introduced three fragrances; vintage television screens played a short film; the top-floor bar served bubble tea and matcha. Visitors moved upward through the levels, meeting one element per floor.

Why it works here

New Bond Street already carries the brand's flagship, so a second address nearby reaches Frieze week visitors without disturbing the store. Townhouses give a project sequential rooms rather than one open floor, which suits a fragrance launch built as a sequence of scent, film and a bar, and the street's gallery traffic supplies visitors during the fair.