Loewe Breathes Giant, Inflatable ‘Howl’s Moving Castle’ Into Life
Studio Ghibli fans will be spirited away—whoops, wrong film—at the sight of a real-world Howl’s Moving Castle that has popped up near travel landmarks.
To celebrate the launch of its massive Howl’s Moving Castle-themed collection, and its last collaboration with the world of Hayao Miyazaki, Loewe is pulling the theatrics with an inflatable replica of the steampunk structure.
The blowup castle first appeared on the Trocadero esplanade, in front of the Eiffel Tower, and remained in place from January 19 to 21 to coincide with Paris Fashion Week.
@loewe Inflating our giant castle in Paris. To celebrate the upcoming Howl’s Moving Castle X LOEWE collection we’re sending the magical castle on a voyage from Paris to London. Catch it in Paris at the Parvis du Musée de l’Homme from January 19–21 and Marble Arch, London from 1–5 February. More information about the collection on loewe.com #HowlsMovingCastle #BalloonArt #LOEWE
♬ original sound - LOEWE
It’s a moving castle, alright—as right after, the setup relocated to London’s Marble Arch on February 1, where it will stay put through February 5.
Videos on social media show the dramatic displays being pumped to life. Being inflatable, they almost seem capable of smoothly drifting into the air, just like the castle in the film.
@loewe Our inflatable castle is landing at Marble Arch in London to end its whistlestop tour. See the castle up close until February 5. #StudioGhibli #HowlsMovingCastle #LOEWE #LOEWEhowls
♬ original sound - LOEWE
@metro.expo.resto RDV au Trocadero #movingcastle #paris #eiffeltower #loewe #todoinparis
♬ Howl's Moving Castle - Merry Go Round Of Life - Main Theme - Geek Music
Howl’s Moving Castle is said to be Miyazaki’s favorite animation from the studio, and life-sized models of the fantasy monument would be a wonderful way to close the Loewe x Studio Ghibli partnership and watch it float into the wind. Meanwhile, Studio Ghibli’s own replica of Howl’s Moving Castle is now anchored at its theme park in Aichi prefecture.
Elsewhere, Loewe has magically taken over Selfridges London with a Howl’s Moving Castle popup, inviting customers to come face-to-face with characters like Calcifer and Turnip Head.
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@highsnobiety We visited @LOEWE’s Howl’s Moving Castle pop-up space and exhibition at @Selfridges 🔥 The space features all the pieces from the sought after collection, as well as Calcifer’s Kitchen, where guests can enjoy a selection of foods inspired by the film 🥹 It’s open until the end of February, and the collection is available online and in-store 🤩 #loewe #howlsmovingcastle #studioghibli #ghibli #calcifer #fashiontok #viral #snobtok
♬ original sound - ð“¶ð“²ð“½ð“¼ð“¾ð“±ð“ª
Those feeling peckish can stop by Calcifer’s Kitchen for themed bites, though the tantalizing meal of eggs and bacon from the movie will regrettably be off the table.
@loewe Welcome to Calcifer’s Kitchen by Balbosté at @Selfridges in London. Inspired by LOEWE x Howl's Moving Castle—our final capsule collection with Studio Ghibli. Open from February 1-25. #StudioGhibli #HowlsMovingCastle #LOEWE #LOEWEhowls
♬ original sound - LOEWE
Fans everywhere can also get on a personal level with the film by taking a quiz to find out which character they connect with most. The fun test, designed by creative advertising firm Stink Studios for Loewe, is accessible via a custom QR code in the cheeky guise of the fire trickster, Calcifer.
[via Barrons, TikTok, Secret London, images via various sources]
