loewe AG, Kronach

Kronach. – Aesthetic sophistication meets the ultimate in technical convenience. The newest member of the Loewe family introduces the slimline generation and, in addition to fascinating buyers with its classic elegance, it also features the latest brilliant technology in a profile of just 90 mm. HDTV reception, in conjunction with 100 Hz technology, 24p motion picture display and Full-HD LCD technology creates images so vivid, you’ll think they were real. Integrated components such as the HDTV receiver and the optional DR+ hard disk recorder allow the Loewe Art SL to truly stand out on its own, and be positioned anywhere you can imagine in the room. Available in two sizes (47” and 42”) and in High Gloss Black or Chrome Silver, the Art SL integrates itself in its surroundings – like a picture on the wall or a sculpture standing in the room. Consistent minimalism in design creates timeless beauty.

Loewe Art SL, a genuine work of art. It only seemed natural to do justice to this claim in a completely new way. As part of a unique cooperation, the renowned artist Winfried Wolk has created paintings known as Screen Art compositions, which underscore the screen’s aesthetics and, even when there is no programme currently running, bring the set to life in a way that has never before been seen. Three Screen Art compositions, exclusively created for Loewe, are integrated in all Art sets with DR+. Loewe thus opens the door to a new dimension in the world of Art customers – when no programme is being shown, the television itself becomes a complete work of art.

Wolk, a student from the first generation of the legendary “Leipzig School" and a multi-award-winning artist and master of a variety of artistic and graphic techniques, has been working creatively with digital media since 1992. The result is the development of Screen Art compositions, a completely new art form, based in part on technology, yet which also gives technology itself an additional innovative field of use. Unlike traditional painting, and in addition to the usual coexistence of elements in the picture, the artist also makes use of the aspect of time in the Screen Art compositions. The image changes in dramaturgically and precisely orchestrated sequences – enhancing the screen at the same time with an additional dimension of “Art”. “Only the technical perfection of Loewe products with their Full-HD LCD technology, brilliant colour and luminosity, meets the requirements of artistic works in their entirety,” says the artist Winfried Wolk of his cooperation with Loewe.

The art of a liaison as successful as it is innovative can be experienced live on 13 November 2008 at the exclusive events held in over 70 selected Loewe Galleries (further information at www.loewe.de). The art of viewing begins with Art!