A DECADE OF DISTINCTION: LOEWE CELEBRATES 10 ICONIC YEARS OF THE PUZZLE BAG WITH THE PUZZLE 10 COLLECTION

Images courtesy of LOEWE

An Immersive Showcase at Plaza Indonesia from July 24 to September 6, 2025

In 2015 LOEWE unveiled the first Puzzle bag—an audacious geometric creation that would soon become a modern icon in luxury design. In 2025, the Spanish house commemorates this milestone with the Puzzle 10 Collection, a luminous celebration of craft, culture, and creative storytelling.

An Immersive Showcase at Plaza Indonesia
In parallel to the global celebration, LOEWE unveils a 100-square-metre pop-up experience at Main Atrium, Level 1, Plaza Indonesia, Jakarta, running from July 24 to September 6, 2025. The installation echoes the spirit of CASA LOEWE, with metallic handcrafted tiles reimagining the house’s signature ceramic façades. Inside, velvet-lined niches act as intimate jewel-boxes for each Puzzle edition, while semi-open walls invite passersby to glimpse the artistry within. On-screen displays greet visitors with bespoke content, while a mobile-based digital platform allows guests to dive into the history of the Puzzle, unlocking interactive features and behind-the-scenes stories on their phones.

Puzzle 10 – Cloud Re-edition | Anime Re-edition | FW15 Runway Re-edition | Multicolour Re-edition

At the heart of this showcase are 20 limited-edition designs—19 re-editions of beloved past animations and one spectacular new creation, the Puzzle Confetti. The Puzzle 10 is a vibrant expression of the bag’s transformative journey from a daring runway debut to a globally coveted collectible.

Puzzle 10 – SS18 Runway Re-edition Paula’s Ibiza Parrot Re-edition Patchwork Re-edition William Morris Re-edition

Presented by Le Chateau Living 

Each edition in the Puzzle 10 series reflects the unrivaled craftsmanship of LOEWE’s Spanish ateliers, brought to life through intricate leather marquetry, applique, embroidery, and cross-stitch. These re-editions range from painterly motifs to poetic wordplay—reminders of the Puzzle’s uncanny ability to reinvent itself while remaining unmistakably singular. Every bag is adorned with a commemorative metal plaque and a pair of LOEWE balloon charms—delicate nods to the brand’s playful yet refined spirit. Presented in a gold-foil embossed box, each bag also comes with a special jigsaw puzzle, turning this collector’s edition into an immersive tactile experience.

A Dazzling New Design: Puzzle Confetti
The centerpiece of the celebration is none other than the Puzzle Confetti—a dazzling reinterpretation showered in thousands of miniature leather and metal sequins. Inspired by Italian artist Lara Favaretto’s confetti installations featured in LOEWE’s Fall/Winter 2023 show, this joyful piece blurs the line between accessory and art.

Puzzle 10 – Polka Re-edition | Varsity Re-edition | Mackintosh Re-edition | Cowboy Re-edition

Defined by its unique cuboid form and architectural lines, the Puzzle remains a symbol of daring design rooted in heritage.

Puzzle 10 – Plumeria Re-edition | William De Morgan Re-edition | Tartan Re-edition | Ken Price Re-edition 

The LOEWE Puzzle 10 Collection is now available exclusively at Plaza Indonesia, Level 1, until September 6, 2025.

Puzzle 10 – Joe Brainard Re-edition | Paula’s Ibiza Kiwi Re-edition | Confetti | Pixel Re-edition

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