Building an identity. Javier Carvajal's designs for Loewe’s brand stores (1959-1963)

At the end of the 1950s, Enrique Loewe Knappe commissioned architect Javier Carvajal to design the future Loewe stores. Faced with this commission, Carvajal not only decided to respond to his client's request but also to build the identity of the luxury brand's stores based on the design of the premises' interiors and their furniture, giving them a common image. This article aims to analyse and highlight the different designs by Javier Carvajal, some of which were never built, classifying them according to his role in the purchasing process. This classification allows us to see how the architect was ahead of his time, building the image of Loewe thanks to an innovative vision of how the brand's points of sale should be.