The Secret Life of the Mayólica
Imagine stepping into a luxury boutique and being enveloped by an atmosphere where art and design blend seamlessly. Look closely: the walls, adorned with Spanish maiolica tiles, are like luminous canvases of color, texture, and masterful craftsmanship. Here, handmade is a philosophy woven into every element.
A Dialogue Through Design
Welcome to a Loewe boutique, where the past and present engage in a dialogue through an extraordinary tribute to Spanish maiolica, brought to life by expert hands and unwavering attention to detail.
Few are aware that behind this magic lies meticulous work—an art within art.
So, how does a perfect wall come to life? What challenges lurk behind these flawlessly natural and harmonious surfaces? Let’s take a closer look.
Loewe, the historic Spanish luxury brand, has chosen to celebrate Iberian craftsmanship by reinterpreting traditional maiolica with a contemporary vision.
The result is a distinctive aesthetic experience, where each boutique becomes a manifesto of culture and savoir-faire, designed to reflect the brand’s identity through refined retail interiors.
At the heart of this endeavor is Rossato, whose collaboration with Loewe is a perfect blend of vision and expertise. In the pre-assembly department at Rossato, a highly specialized team precisely prepares the tiles, following Loewe’s exact specifications and using only the brand’s original maiolica.
Precision in Every Piece
Each tile, similar yet singular, is carefully placed onto a self-supporting structure made of lightweight aluminum tubing, then reinforced with plasterboard for maximum stability and durability.
Every piece is individually numbered before being shipped to Loewe’s exclusive boutiques in Madrid, Lisbon, Oslo, Paris, and many more destinations. Depending on the project’s requirements, the tiles are delivered as pre-assembled blocks or individually.
Standardization plays no role here —each installation is different, the result of a truly bespoke process rooted in retail space design thinking and premium furniture execution.
Rossato’s greatest challenge?
The accurate reconstruction of the walls in their laboratory and the flawless on-site assembly. Every component is studied with absolute precision to ensure a cohesive result.
The standards are sky-high: while Loewe pays homage to Spanish maiolica with a modern approach, Rossato ensures that the essence of handmade craftsmanship remains the absolute protagonist, thanks to its specialized workforce and advanced engineering processes.
And the pressure is exhilarating.
The Challenge Behind the Beauty
Micaela Baldachini, technical manager for the Loewe project at Rossato, shares her experience: “This is a demanding yet fascinating job. Each time, we face a new challenge, a different study, a fresh puzzle to solve. The atmosphere is always professional, even when unexpected events arise. In Forte dei Marmi, for instance, we had to halt construction due to a gas leak caused by sidewalk renovations. We had to wait for the issue to be resolved before reopening the site.
The real challenge lies in making the struggle, the setbacks, and the obstacles disappear—leaving only pure aesthetics… that perfect balance between technical precision and beauty. In these cases, your mind is switched on 24/7, and the workload is intense. But then comes the moment when you run your fingers over the tiles, soft as velvet to the touch, and suddenly, everything makes sense.”
The collaboration between Loewe and Rossato is the perfect embodiment of how tradition can be elevated by modern design.
Nothing here is ordinary: every wall tells a story, every tile represents a fragment of culture, and every nuance is a tribute to craftsmanship.
A meeting of excellence and innovation that transforms each Loewe boutique into a true aesthetic experience—an environment shaped by luxury boutique furniture, retail shop interior design, and passion made visible.
