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Focus of the brand presentation at the IFA 2008 was the world premiere of the new Loewe Reference System, marking the Kronach-based company's entry into the luxury segment of the consumer electronics industry. For this purpose the new top system was framed in a 6 x 4 x 3 m big glass cube whose surface alternated from opaque to transparent. It was hidden one moment behind an impenetrable facade, only to reappear spectacularly the next moment to the accompaniment of dramatic music. The stand's simple yet effective staging constantly changed the visual and auditory atmosphere at it altogether, alternating between focused calm and intense drama.
Heiko Dertinger, Michael Noli, Georg Dejung