EXCLUSIVE: Loewe Just Opened Its Second ‘Casa’ Flagship in Paris

The debut Loewe collection by creative directors Jack McCollough and Lazaro Hernandez dropped in stores just last week, including at the Spanish brand’s new flagship at 384 Rue Saint-Honoré in Paris, bringing extra jolts of color to the sprawling unit, the walls paved in gleaming avocado green — and sometimes silvery or aubergine — ceramic tiles.

It’s also stoking business.

“The first reactions to the colors, the elaborate leather craft as well as the sportswear-infused wardrobe has been quite exceptional,” said Pascale Lepoivre, chief executive officer of Loewe, referring to such items as feather-like skived leather jeans, coats and jackets, which several guests wore to the brand’s fall 2026 fashion show on Friday.

“Rue Saint-Honoré, together with Avenue Montaigne, has become one of the most important luxury shopping destinations in Paris over the past two decades, for both local clients and tourists,” Lepoivre said in an exclusive interview. “As business grew, we felt there was an opportunity to expend our presence on the street and create a space that could fully express the Loewe universe in that area.”

The airy 4,400-square-foot unit sprawls over two levels, linked by a coiling staircase that wraps a circular glass elevator.

It echos the current Loewe design concept, evoking the home of an avid collector of art, design and crafts. Rooms unfold as in a residence, with a variety of seating configurations and areas, though surrounding the furniture are shoes, bags and accessories galore.

The Rue Saint-Honoré store boasts several seating areas.

Artworks are dotted throughout, ranging from 17th-century portraits from the Dutch and Anglo-Flemish schools to contemporary works by Mary Stephenson, Jordan Belson, Ian Felice and Paul Thek.

Whipstitched Utrecht armchairs by Gerrit Thomas Rietveld, rugs bearing the vivid landscapes of British textile artist John Allen, and Picasso ceramics are among holdovers from the Jonathan Anderson era at Loewe. They add even more color and texture to the store.

“I believe Loewe’s distinctive store concept is a real asset, being exceptionally warm and inviting as well as commercially efficient,” Lepoivre said, noting that each location is slightly different. “While we do not plan to drastically change this concept, as it keeps evolving and will naturally do so with Jack and Lazaro’s contribution to new projects with our in-house architects and visual merchandisers.”

She noted that by the time the American design duo joined Loewe in April 2025, the Casa on Rue Saint-Honoré was already quite advanced.

“We’ll see more of their influence with upcoming openings,” she said.

Ready-to-wear from women and men are showcased mainly on the upper level.

Indeed, 2026 will see Loewe open its first Casa in the U.S., on Madison Avenue in New York, and its first Casa in Italy, in Milan.

“The sheer size and broader, deeper assortment in our Casas usually mean a greater share of ready-to-wear and shoes, as well as an enhanced customer experience with dedicated VIP areas. Casas are also where we can fully express our men’s universe,” Lepoivre noted.

Asked about the difference in clientele between the two Paris Casa, located a 20-minute walk from each other, the executive said, “Avenue Montaigne tends to attract high-net worth individuals, VIPs and long-standing clients seeking exclusivity and high-value purchases, with a strong presence of shoppers from the Middle East and the United States.”

By contrast, Saint-Honoré draws “a slightly more trend-sensitive audience, including affluent Millennials, and is a favorite destination for locals,” she said.

In recent years Loewe, which is controlled by French luxury giant LVMH Moët Hennessy Louis Vuitton, has leapfrogged to become a global luxury brand.

At present, the company operates 16 freestanding Casa flagships globally, including Barcelona and Madrid locations in its home country. Tokyo and Chengdu each boast two Casa emporiums.