Luxury Spanish brand Loewe has introduced a striking new concept at Holt Renfrew’s Bloor Street flagship in Toronto, unveiling an exclusive 2,000-square-foot pop-up dedicated to Loewe Perfumes. This unique installation, described as an immersive “Crafted Garden,” opened July 21 and will remain in place for nearly a year, making it a major brand milestone in North America.
Positioned within Holt Renfrew at 50 Bloor Street West, the pop-up occupies a high-profile space with a separate entrance on Bloor Street. Previously, the space housed a Saint Laurent “World of” boutique until that brand relocated to its newly expanded standalone flagship at 110 Bloor Street West.
“This is the biggest Loewe Perfumes pop-up we’ve launched globally since introducing this concept,” said Lucia Kittlein, Loewe’s Training and Trade Marketing Manager for the Americas, in an interview with Retail Insider. “It’s the only one of this scale in North America, and we see it as more than just a pop-up. It’s like an art gallery for the brand.”
A Sensorial Experience: Nature Meets Craft
The Crafted Garden design draws inspiration from Renaissance gardens, creating a labyrinth-like installation where fragrance, nature, and artistry intersect. The concept is immersive, encouraging visitors to not only explore scents but also engage multiple senses through tactile elements and visually striking displays.
Key to the design is a modular system created by Molo Design, a Vancouver-based studio known for sustainable, sculptural interiors. Molo’s honeycomb structures, crafted from recyclable materials, transform the space into an organic environment reminiscent of botanical manuscripts and gilded texts. This Canadian connection underscores Loewe’s commitment to sustainable artistry while adding a local design narrative to the Toronto pop-up.
“From the moment you enter, the idea is to evoke curiosity and play,” explained Kittlein. “We want people to touch, explore, and experience fragrance in a completely new way.”
Exclusive Collections and Seasonal Highlights
The pop-up features Loewe’s full fragrance portfolio, including the Botanical Rainbow range, the Home Scents collection, and the Un Paseo por Madrid series inspired by iconic Spanish locations. The space also introduces limited-edition pieces exclusive to Holt Renfrew during the installation’s run.
Among these are beeswax candles in honey and bronze tones, part of the Paula’s Ibiza summer campaign, and collectible candleholders that merge utility with artistry. Upcoming exclusives include Palo Santo, a scent joining the Loewe lineup in August, and a renewed collaboration with Spanish design house Therow, introducing unique floral elements integrated into fragrance caps.
“Our intention is to refresh the space seasonally,” said Kittlein. “If you visit in October or during the holidays, you’ll notice changes reflecting our latest campaigns. This flexibility keeps the experience dynamic and aligned with Loewe’s creative evolution.”
Engaging In-Store Experiences
The Loewe Perfumes pop-up at Holt Renfrew Bloor Street offers more than just fragrance shopping — it is designed as a space to linger and connect. The Holt’s Café To-Go Counter adds a culinary dimension to the experience, serving freshly baked croissants, savoury snacks, macarons, and whimsical touches such as chocolate lollipops shaped like the Loewe logo.
Visitors can also enjoy a curated flower shop and participate in seasonal workshops that highlight craftsmanship and creativity. These rotating experiences, combined with exclusive in-store activations, reflect Loewe’s ethos of personalization and play. “It’s about creating moments where people feel part of the brand’s world,” said Lucia Kittlein. “The idea is to make fragrance discovery both interactive and inspiring.”
Why Toronto and Why Holt Renfrew?
Toronto’s Bloor Street has long been regarded as Canada’s premier luxury retail corridor, making it a strategic choice for Loewe’s first large-scale fragrance pop-up in the country. The partnership with Holt Renfrew was a natural extension of Loewe’s selective approach to retail.
“Holt Renfrew is the ideal partner for us in Canada,” Kittlein emphasized. “The clientele is sophisticated and appreciates the artistry behind the brand. We also value Holt’s ability to create experiences beyond transactional retail, which aligns with our vision.”
Loewe Perfumes debuted in Canada two years ago through Holt Renfrew, initially launching with a smaller activation in Vancouver. Since then, the brand has expanded with pop-ups at Square One in Mississauga and a permanent counter in Vancouver, though nothing compares in scale to the Bloor Street installation.
“This Toronto concept is a benchmark for us,” Kittlein noted. “It’s where we experiment, learn, and bring our most ambitious ideas to life.”
Engaging the Community Through Craft
Beyond fragrance, the pop-up encourages interaction and personalization. A curated library invites visitors to browse books on art, nature, and design — sources of inspiration for Loewe’s visual identity. Seasonal workshops, in-store activations, and collaborations with Holt’s Café further enrich the experience, transforming shopping into an educational and cultural encounter.
“Every detail is intentional,” said Kittlein. “From the materiality of our displays to the stories behind each scent, it’s about creating a dialogue between heritage and modernity.”
This approach reflects Loewe’s broader positioning as a brand rooted in modern craft, blending traditional techniques with innovative forms. Even the choice of materials, such as marble caps for perfume flacons, vegetable wax for candles, and sustainable paper-based structures, reinforces a narrative of authenticity and artistry.
An Artistic Dialogue with Scent
One of the most compelling aspects of the Toronto pop-up is its multi-sensory journey, designed to immerse guests in Loewe’s world. Highlights include the Home Scents greenhouse, featuring fragrances like Oregano, Cucumber, and the cult-favourite Tomato, as well as the Madrid Collection, which translates Spanish cultural landmarks into olfactory form.
“Tomato is our bestseller,” revealed Kittlein. “It’s playful, fresh, and very true to nature. We like to take the ordinary and make it extraordinary—whether that’s through scent, design, or storytelling.”
The space also introduces the Aura Collection of textured candles, each handcrafted using unique glazing techniques that ensure no two pieces are alike. These limited-edition designs will be available until October, after which Loewe will debut new tactile concepts.
A Year-Long Chapter in Loewe’s Canadian Story
The Loewe Perfumes pop-up at Holt Renfrew Bloor Street will run until May 2026, offering Canadian consumers an extended opportunity to engage with the brand. Looking ahead, Loewe aims to solidify its presence in Canada through additional pop-ups and potentially a permanent boutique within Holt Renfrew.
“For us, Canada is an exciting market,” Kittlein said. “Consumers here are curious, design-conscious, and open to experiential retail”.
