How the LOEWE FOUNDATION Is Redefining the Cultural Role of Luxury: interview with Alberto Merlo

Alberto Merlo is Head of Programs & Operations at the Loewe Foundation. 

His motivation? To convey the Foundation's 35 years of history and cultural commitment to the arts by creating international programs that help promote that legacy, such as the LOEWE FOUNDATION Craft Prize.

We spoke with him about his work at the Foundation, the intersections between art and luxury, and the direct implications for the sector.

Most professionals know how to define Loewe's values and the LVMH group's objectives. Along those lines, how would you define the Foundation and its work?

The LOEWE FOUNDATION has more than 35 years of history and maintains a constant cultural commitment to literature, photography, dance, and the visual arts. In my case, what motivates me is the possibility of translating that heritage and vision into international projects that really leave their mark, ensuring that the Foundation continues to be a benchmark in an increasingly complex ecosystem.

Beyond brand values and presentation to the world, what were the determining factors for Loewe to create its Foundation?

The Foundation was created in 1988 by Enrique Loewe Lynch, and today it remains linked to the family with Sheila Loewe as president. For me, the interesting thing is working at that intersection: a large international group like LVMH, with very corporate dynamics, and at the same time a family that maintains its own cultural legacy. My role is precisely to help shape those ambitions into solid international projects.

Looking at art and looking at luxury, we can see many points in common in terms of culture, heritage, and history. Even so, what do you think are the most important elements when talking about this union?

I see it less as ‘art and luxury’ and more as an ecosystem where different disciplines and sectors dialogue. The fascinating thing about my work is being able to mediate between these worlds: the corporate, the artistic, and the institutional, and ensure that projects with real cultural impact emerge from this intersection.

What significance and impact do you think an institution like the Loewe Foundation has on the arts? How does it influence the luxury sector?

The most relevant thing is not so much what it means for luxury, but what it means for artists: global visibility, professional connections, the possibility of transforming careers. The rewarding thing about my job is seeing how a project we manage not only comes into being, but also consolidates itself and leaves its mark on an international creative community.

At the business level, we have been seeing for years how art is being integrated into luxury in terms of products, discourse, and curation. Why do you think this movement is happening?

I find it interesting because it reflects a natural movement: different disciplines seek inspiration from each other. This crossover generates hybrid projects, where the artistic opens up to the social, the educational, or the technological. In my work, I experience it as a space where artists benefit from broader and more complex environments.

On a more personal note, what are the achievements you are most proud of within the Foundation? How do you think they have influenced the luxury sector?

I am proud to have consolidated projects that today have an undeniable international dimension, such as the Craft Prize, and to have promoted educational and residency initiatives that expand our reach. I believe that my contribution has been to give structure, continuity, and global ambition to these projects, ensuring that they are not just one-off initiatives, but platforms that remain.

What projects and activations can we expect from the Loewe Foundation in the future?

I see the future as continuing to expand the international and educational dimension of the projects. Rather than announcing a new program, the important thing is to maintain a clear ambition: to support artistic excellence in the long term, create sustainable networks, and offer artists the time and means to grow. That is the mark we want to leave.

Connect with Alberto Merlo.