To celebrate the launch of its new Loewe x Howl’s Moving Castle collection, luxury fashion house Loewe has launched an immersive culinary, cultural and retail pop-up at Selfridges. Open to the public from 1-25 February 2023, the temporary space pays homage to the final instalment in Loewe’s long-running collaboration with Japanese animation firm, Studio Ghibli.
The centrepiece of the experience will be a takeover of Selfridges Corner Shop, which will host the new capsule collection inspired by Oscar-nominated 2004 film Howl’s Moving Castle. Describing the film as one of his favourites by Studio Ghibli director Hayao Miyazaki, Loewe creative director Jonathan Anderson says: “Blending hand-drawn and digital animation, Howl’s Moving Castle is technically innovative, exemplifying the power of craft as a bridge between the old and new – a creative approach that Loewe is proud to share.
“We pushed creativity with bold, intricately-crafted pieces designed to bring the world of the film, literally, to life. Key pieces embody the beloved characters and backdrops, giving wearers the chance to identify with the film on a deep level and escape into its rich layers. It’s almost like handcrafted virtual reality in wearable form.”
Loewe, however, has much more in store for visitors than just retail therapy.
On the lower ground floor, Loewe will transform Dolly’s Cafe into Calcifer’s Kitchen – a unique restaurant serving dishes inspired by characters from Howl’s Moving Castle. Brought to life by French culinary studio Balbosté, which is renowned for its creative multi-sensorial foodie experiences and has previously worked on projects for Louis Vuitton, Kenzo and Chanel, visitors to Calcifer’s Kitchen can expect a playful take on a traditional British afternoon tea.
Taking inspiration from the film’s tale of magic, witchcraft, love and war, menu highlights include vermicelli broomsticks, cloud terrines, macarons and a series of Alsatian delicacies paying tribute to the film’s setting in Colmar, France, all served on handcrafted trays and tableware designed by Daphne Keon and Laurette Broll with a nod to the film’s signature style. Teas from Conservatoire des Hémisphère and cocktails by Le Syndicat will also be available with tables available by reservation only. Not quick enough to grab a seat? A takeaway counter will also be available to offer a taste of the collaboration.
Alongside Calcifer’s Kitchen, the fashion house is pulling out all the stops to mark the final chapter in the Loewe x Studio Ghibli collaboration. The brand will be hosting intimate screenings of Howl’s Moving Castle at Selfridges’ in-house cinema, taking over the department store’s windows and even setting up a giant inflatable representation of the film’s magical castle in nearby Marble Arch.
Finally, Loewe will transform the Selfridges exhibition space into The Cloud Room – an enchanting show exploring both the history of Howl’s Moving Castle and the origins of the capsule collection. Original Studio Ghibli concept art will be on display, alongside films exploring the making of the Moving Castle bag and going behind-the-scenes on the collection’s campaign, shot by famed fashion photographer, Juergen Teller.
Book quickly. With something to please food, fashion and film fans, we predict a sell out.
From 1-25 February 2023, visit selfridges.com
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