As one of London‘s leading department stores, luxury brands go the extra yard to gain access to Selfridges and make their presence clear, and that includes LOEWE. The Madrid-based fashion house is on a roll, churning out coveted items season after season, and creating new sales points across the planet along the way. Similar to other LOEWE retail spaces, the chosen aesthetic, created by the brand’s in-house design team, oozes the brand’s homeland and craftsmanship. Here, an eye-catching semi-circular shelving unit, crafted from glazed ceramic tiles from the provinces of Valencia and Catalonia, sits in the window, creating an attractive window installation at the same time, and allowing passers-by ample views of the shop-in-shop thanks to a higgledy-piggledy openworked structure. From the inside, the shelving unit seamlessly extends as a solid tiled-up wall, albeit undulating and with suspended and backlit shelving. The tiled columns you see in the window can also be found in the shop-in-shop where they’re paired with a matching sales counter and cabinets. Signalling LOEWE‘s strong affiliation the the arts are two Sonic Rope works by South Korean contemporary artist Haegue Yang, as well as a traditional Spanish tinaja pot. The new LOEWE shop-in-shop carries a selection of the brand’s women’s bags, small leather goods and fragrances.