Campaign we loved in February: Loewe x Studio Ghibli

Each month, we’ll be spotlighting a campaign that we loved here at Midas.

In February, a series of immersive installations were designed in and around London’s Selfridges department store to mark the most recent collaboration between fashion brand Loewe and Japanese animation house Studio Ghibli.

In addition to a hand-painted mural in Shoreditch and a 3D animation in Piccadilly Circus, the installations were created to celebrate the third and final collaboration between Loewe and Studio Ghibli, which is a capsule collection informed by the animation house’s 2004 feature film Howl’s Moving Castle.

One of the installations was located at Selfridges’ Corner Shop – a pop-up space that hosts an ever-changing selection of retail experiences. A large-scale model of the recognisable castle that belongs to the film’s title character Howl features in the shop window, complete with spindly legs and jumbo black turrets.

Clusters of cartoon-like clouds are arranged next to mannequins dressed in garments from the collection, which reference various characters from the story, such as in the decorative lining of tweed jackets or as bold embroidery on bags.

Another installation was set within Selfridges’ Dolly’s Cafe. Loewe and Studio Ghibli created Calcifer’s Kitchen, a “culinary experience” named after the fire demon that fuels Howl’s castle in the film. Sitting on rustic-style wooden tables finished with spindly legs, diners could experience a playfully themed version of an English afternoon tea designed by French studio Balbosté.

The space within The Old Selfridges Hotel was also transformed into an exhibition about Loewe and Studio Ghibli’s collaboration, renamed The Cloud Room. Materials and components used to create a Moving Castle-shaped leather bag by Loewe were displayed on tables. Visitors could also explore background art from the film by Studio Ghibli, while screenings of the film were shown at The Selfridges Cinema.

Finally, an enormous inflatable version of the castle was positioned at Marble Arch close to Selfridges for five days at the beginning of February.

One user on TikTok wrote: “@LOEWE I am simply obsessed… this is definitely a must for all studio ghibli fans in london #studioghibli #howlsmovingcastle #loewe #selfridges“