LOEWE x Howls Moving Castle Pop-Up Store Opened at Selfridges

Studio Ghibli cult anime, Howl’s Moving Castle has taken over Selfridges. Luxury fashion brand, LOEWE released their final collaboration with the iconic Japanese animation studio, Studio Ghibli. Pop-up store, exhibition where you can find original Studio Ghibli artworks, themed-afternoon tea and more are waiting for the fans of Howl’s Moving Castle.



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♬ Merry-Go-Round – Joe Hisaishi


Howl’s Moving Castle Pop-Up Store


LOEWE x Howl's Moving Castle Pop-Up Store

Photo: Urban Adventurer



Giant 2D window decorations lead us to LOEWE x Howl’s Moving Castle pop-up store at Selfridges. The pop-up opened on 1st February 2023 to launch the accessories, menswear, womenswear, and leather goods, all creatively decorated with well-known motifs from Hayao Miyazaki’s iconic movie.


Mind blowing fact:


LOEWE x Howl's Moving Castle Leather Bags

Photo: Urban Adventurer


The leather goods are made using a special technique. The leather might seem painted, but actually it’s not! The motifs are formed by putting different coloured leather pieces together like puzzle. During the process the different leather pieces are fitted together so precisely that when you touch it, you don’t even feel it. Amazing!


The Cloud Room


The Cloud Room - LOEWE x Howl's Moving Castle

Photo: Urban Adventurer


The Could Room is a special exhibition celebrating the movie, and it’s taken place in Selfridges’ exhibition room on Edward Mews (the complete opposite side of Selfridges where the pop-up store is).

Booking a timeslot is highly recommended because very small groups are allowed to go in (8 people at a time).

It’s a guided tour where visitors can discover original illustrations and sketches of the movie, learn how the castle bag is made and be part of an immersive installation where they can fly among the clouds.

At the end of the tour, every visitor receives a free poster that – on the back – it features all the pop-up stations to discover all around Selfridges.


Mind blowing facts:


LOEWE x Howl's Moving Castle Exhibition London

Photo: Urban Adventurer


The paper castle at the entrance is made with using a special Japanese origami technique.


Original Studio Ghibli Drawings of Howl's Moving Castle

Photo: Urban Adventurer


Studio Ghibli animation movies were completely hand-drawn. No digital animations were used at all. The drawings and paintings were so detailed that and it took 3 weeks for an artist to draw 24 individual pictures for the movie. 24 pictures take 1 second(!) of a movie.


Castle Bag - LOEWE x Howl's Moving Castle Collab

Photo: Urban Adventurer


The castle bag on display is made of over 250 individual pieces of leather. The bag is actually very functional, even though it doesn’t look so.

Because Studio Ghibli never used digital animation in their movies, LOEWE – to respect this – is not using digital animations in their online adverts either. Everything you can see in those adverts is made by hand without any digital touch!


Calcifer’s Kitchen


Calcifer's Kitchen - LOEWE x Howl's Moving Castle

Photo: Urban Adventurer


To celebrate the special collaboration, Calcifer’s Kitchen opened on the lower ground floor within Selfridges (it’s where Dolly’s Café has been). Calcifer’s Kitchen offers a beautiful, themed afternoon tea experience with meadow-inspired sandwiches, themed cakes, such as cloud jelly cakes, Calcifer mini macarons, vermicelli broomsticks and themed-cookies.

Takeaway available.


Perfume Collection and Calcifer-Inspired Candles


LOEWE x Howl's Moving Castle Parfume Pop-Up

Photo: Urban Adventurer



There is also a pop-up Howl’s Moving Castle-inspired perfume shop within Selfridges. It sells scented candles, inspired by Clacifer, the Fire Demon from the movie and LOEWE perfume collection.


Haven’t Seen the Movie Yet?


Screenings of Howl’s Moving Castle is running at The Selfridges Cinema for those who haven’t seen the movie yet and of course for those who want to watch the heart-warming story of an ordinary young girl got coursed by a witch and meet a powerful wizard who saves her.


LOEWE x Howls Moving Castle Pop-Up Store at Selfridges is open until 25th February 2023.





Ready for your next adventure? Make sure you don’t miss Louis Vuitton x Yayoi Kusama pop-up at Harrods. It’s there until 13th February 2023.