Inspired by one of Studio Ghibli's most celebrated films, the installation translated the fantastical world of Howl's Moving Castle into a physical retail experience that blurred the boundaries between fashion, storytelling, and scenography.

At the centre of the project was a four-metre-long reinterpretation of Howl's Moving Castle, produced by Acierta's workshop. As the campaign's most ambitious sculptural element, it recreated the surreal architecture of the iconic castle while serving as a striking focal point for the activation.

Beyond the Corner Shop, the activation extended into The Calcifer's Kitchen, developed in collaboration with creative culinary studio Balbosté, alongside a dedicated Loewe Perfumes pop-up, creating a series of interconnected spaces where architecture, storytelling, gastronomy, and fragrance came together to offer visitors a multi-sensory retail experience celebrating the collaboration between Loewe and Studio Ghibli.