After publishing its longform feature, FRAME also shares Studio LOHO's Bruges project on Instagram — describing the space, in one breath, as showroom, guesthouse, gallery and studio. That four-in-one description captures exactly how the building operates.

For Studio LOHO, this kind of social coverage extends the project beyond traditional editorial readership. It places the space in front of a visual audience that responds first to atmosphere, image and spatial identity — which matters because the Bruges house is not simply a backdrop for the work. It is part of the work. It demonstrates how the LOHO world can be inhabited.

Seen this way, the house becomes a spatial counterpart to the objects themselves. It expresses the same values as the ceramic bathtubs and washbasins: strong form, material honesty, tactile presence and a sense of permanence. The Instagram share condenses all of that into a format that is immediate, shareable and highly legible.

See the full post on FRAME's Instagram →