52 DIGS.NET
| 2.5.2021
A
R
C
H
I
T
E
C
T
U
R
E
+
D
E
S
I
G
N
P R O F I L E | A L E X A N D R A LO E W
(CLOCKWISE FROM TOP LEFT) SIR JOHN SOANE'S LONDON HOME WAS A
PRIMARY REFERENCE FOR THIS PROJECT FOR AN ARTISTICALLY-DRIVEN
COLLECTOR; DECADENCE IS A HALLMARK OF THE SPACE, WHICH MIXES
TEXTURES, MATERIALS, FURNISHINGS AND ART.
RAINED IN ARCHITECTURE, ALEXANDRA LOEW TENDS
to look at decorating as an extension of a building
where she takes "direction with furnishings that
creates a healthy tension, or at least engages in
pithy conversation, with the architectural shell," she says. "I
never want a home to look precious, but I do want there to be
both a clarity and a sense of the unexpected."
Loew subscribes to the idea "that interiors benefit from a
narrative as a driving force." To that end is The Collector, a
project conceived for an artistic client with a vast and ever-grow-
ing collection. Given the number of objects to showcase in a
relatively small space, and the fact that the collection was a
reflection of what Loew describes as the client's "exceedingly
good eye rather than simple acquisitiveness," she referenced the
London home of Sir John Soane, an architect and collector who
"by virtue of necessity devised clever ways of hanging, displaying
and reflecting his excessive collection for maximal impact. In
a way the project is a homage to decadence, which we are both
fascinated by."
Loew draws her aesthetic from a rich tapestry of influences
and creates a grand tour of "unexpected groupings across
periods, styles and artistic movements" that reference her
love of history and detail. "And yes," she says, "I believe all
designs are best when taken to their max, even if that 'max' is
a form of extreme restraint. Maximalism without disciplined
editing teeters into chaos. And that's the thrill—taking it to
that precipice." alexandraloew.com
Cool & Collected
Designer Alexandra Loew channels her flair
for the decorative arts to creating spaces
with a sense of curation, elaboration and joy.
PHOTOS:
SIMON
UPTON/THE
INTERIOR
ARCHIVE
T
