Bodo Sperlein

Loewe bild 9: Concept to Launch

StudioBodo Sperlein

Here's an insight into the process behind the design of the new Loewe bild 9, launched last week. Check out more over on



Bodo’s direction for Loewe centres around the concept of warm minimalism.

Pictorial and linear sculpture inspired the design of bild 9, utilising 2D shapes and lines to create a 3D form, looking to artists such as Fred Sandback for inspiration. The Cold War graphic design of Max Bill and the Bauhaus art movement have informed the playful quality of bild 9. 



We looked creating a product which reasserts the TV as the focal point of any home’s interior, designing products which serve to enhance an individual’s life. 

By reinstating the television as a feature of the home, the aim of bild 9 is to challenge the recent culture of TV’s being the thinnest black panel possible with little consideration to the frame. As we shift away from this tendency, bild 9’s concept is to establish a sculptural presence, enhancing the advanced technology of the TV.



Stage I

bild 9 was originally designed with a rear leg completing the frame, a discreet method of cable management. 

Stage II

Experimented with perforation details on the frame, we explored the option of incorporating audio into frame of the bild 9 range. After much deliberation, it was decided not to incorporate this into the final product. 

Stage III

Working with the Loewe team in Kronach, developments in the production of the frame allowed us to push the design further, removing the rear section of the frame. Creating a product with a lighter more elegant appearance.



Key to the design was to create a product with a solution for the age-old issue of cable management that suited the clean, elegant aesthetics of the bild 9. 

A process of refining the design with many iterations and changes were realised by the Loewe’s workshop in Kronach. This led us to devising a product with a discrete method of cable management. By running the cables inside the frame, there is little distraction to the sculptural quality of bild 9. 



A preview of bild 9 was revealed during IFA 2016 coinciding with the exclusive Loewe Raum event held in Berlin. This was a significant opportunity to showcase the future direction for Loewe and an insight into the design direction of Loewe’s future products.



In collaboration with Studio Small, the bild 9 campaign photoshoot took place here in London. Working with photographer Jake Curtis and set designer and stylist Hana Al Syad who have both previously worked with the likes of Telegraph Luxury, Aston Martin and Gucci to name but a few. 

Check back for a further insight in to behind the scenes of the bild 9 shoot.