The LOEWE FOUNDATION Craft Prize seeks to acknowledge and support international artisans of any age (over 18) or gender who demonstrate an exceptional ability to create objects of superior aesthetic value. By identifying work that reinterprets existing knowledge to make it relevant today while reflecting its maker’s personal language and distinct hand, the LOEWE FOUNDATION aims to highlight the continuing contribution of craft to the culture of our time.
The Prize for the winning entry is 50,000 euros. The winning work selected by the Jury, as well as the works of the finalists selected by the Experts Panel will be included in an exhibition and accompanying catalogue “LOEWE FOUNDATION Craft Prize 2022”, on view in Seoul. Learn more here.
Ikonospace, in collaboration with Cheerful Twentyfirst, were commissioned to develop an original concept for LOEWE, in order to bring their yearly Caft Prize exhibition to the digital space.
This allowed the team to relocate the exhibition from the exhibition rooms, right into the famous nave of the museum for extra spectacle.
After completing the modelisation of the room, Ikonospace partnered with LOEWE's architectural and Art Direction team to create a surreal lighting and exhibition design.
Bringing the show into the digital realm allowed for impossible lighting, opening up the architecture, reminincent of spanish Haciendas at sunset.
Large concrete walls that could lift up to open new sections of the exhibition were used not only to add a modern feel but also to divide the space into "rooms" such as glass, metal, wood, etc...
The most challenging part of the project was to create photorealistic 3D reproductions of the 30 artworks. Each artwork brought it's own challenges and many different techniques were used ranging from 3D scanning, to photogrammetry and 3D modelling to achieve the best results.
The final product took the form of an interactive website for which Ikonospace developed bespoke state-of the art technologies to achieve the highest level of graphic quality while running smoothly on any devices.
Each artwork was also brought into Augmented Reality for visitors to get a real feel of each artworks size and materiality from within their own home.