Loewe’s Surfboard Tree at The Royal Poinciana Plaza
Each year, the holiday season at The Royal Poinciana Plaza begins with a familiar signal, the unveiling of its iconic Surfboard Tree. Now in its eighth year, the installation has become a Palm Beach tradition—an artistic landmark that transforms the courtyard into a festive destination. Past collaborators have included Assouline, Thom Browne, Iris Apfel, and Johnson Hartig of Libertine, each bringing a distinct creative perspective to the plaza’s most anticipated seasonal moment. This year, Loewe takes the stage.
Founded in Spain in 1846, Loewe is one of the world’s leading luxury houses, celebrated for its deep heritage in leather craftsmanship and its intellectual, playful approach to fashion. Under the creative direction of Jack McCollough and Lazaro Hernandez, the brand continues to evolve with a bold sensibility that aligns naturally with Palm Beach’s vibrant cultural landscape. Their boutique at The Royal extends this spirit, an architecture-driven space that blends Spanish craft with modern design, making it a fitting partner for this year’s holiday centerpiece.
This season, Loewe reimagines The Royal’s Surfboard Tree with a whimsical, feline-themed installation inspired by British artist Louis Wain, affectionately known as “The Man Who Drew Cats.” The 2025 Surfboard Tree draws from Wain’s eccentric illustrations, merging his offbeat universe with Loewe’s meticulous craftsmanship and holiday collection. The result is a three-dimensional expression of joy and character. Mischievous cats, playful motifs, and sculptural forms brought to life through Loewe’s artisanal lens.
Wain’s influence extends beyond the tree into a wider capsule collection, where his quirky feline world appears across bags, small leather goods, accessories, and ready-to-wear. Some pieces recreate cat figurines as sculptural clutches, while others deconstruct their features—paws, faces, and stripes woven into signature Loewe silhouettes. Techniques like intarsia, embroidery, and print underscore both Wain’s experimental nature and Loewe’s mastery of craft. Together, they create a holiday narrative that feels imaginative, collectible, and distinctly Loewe.
Loewe hosted an evening celebration to unveil the 2025 Surfboard Tree on December 4th. Guests enjoyed bites, music, and a festive toast to the season beneath a tree enlivened by Louis Wain’s mischievous cats, an artful twist on a beloved Royal holiday tradition.
The Surfboard Tree will remain on view through January 4, offering visitors and Palm Beach residents a season-long encounter with this whimsical collaboration.
To explore the capsule collection visit https://www.loewe.com
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