Loeb Focuses on Art for Its Anniversary 

145 Years of LOEB – the celebration isn’t about nostalgia, but about looking clearly toward the future. For its “Fashion Is Art” anniversary campaign, the long-established Bern department store has brought Zurich-based artist Klodin Erb on board and made her visual language the central theme of its entire communication strategy. 

From the store windows to the anniversary magazine to the in-store displays, Klodin Erb’s distinctive style runs through all formats. The campaign will reach its climax during the anniversary weekend from September 9 to 13, when LOEB will transform the department store into a stage for fashion, art, and social interaction with exhibitions, installations, and events—including the “Sweet Lemon Club” on September 12. 

“Her art fits in with my grandparents’ collecting philosophy: ‘A Yes to the Present.’ As a family, we’ve always been more interested in the here and now and the future than in looking back,” says Nicole Loeb. 

Through this collaboration, LOEB is building on the entrepreneurial family’s long-standing artistic tradition while continuing its path of innovation. Following the renovation of its fashion sections, the department store now increasingly sees itself as a cultural hub—an approach that demonstrates how a department store can reposition itself in 2026.