The world’s first MINISO LAND flagship in Shanghai has been awarded Platinum, the highest honor, at the internationally renowned MUSE Design Awards 2025 in the Interior Design category. The flagship store, located on Nanjing East Road, stood out among thousands of international submissions for its groundbreaking “super IP + super store” model and immersive spatial design.
The MINISO LAND in Shanghai covers nearly 2,000 square meters in one of the city’s most iconic shopping districts. Designed as a three-level narrative space, the flagship transforms MINISO’s Joy Philosophy into an architectural journey that merges retail, entertainment, and social interaction. With bold colors, diffused lighting, rhythmic gradients, and rounded geometry, the store reimagines the retail environment, turning shopping into a curated adventure.
The store’s success can be attributed to its “super IP + super store” strategy, with over 150 global IPs represented, including Harry Potter, Sanrio, and Disney. More than 80% of sales stem from these collaborations, underscoring the power of interest-driven retail. The flagship generated 16 million yuan ($2.24 million) in revenue in its first month and reached 100 million yuan ($14 million) in sales within nine months.
This achievement reflects MINISO’s Super Store strategy, a core component of its global expansion and brand upgrade. The brand is rapidly expanding this format worldwide while exploring opportunities in luxury retail. The Platinum recognition at the MUSE Design Awards 2025 underscores MINISO’s leadership in immersive retail experiences and its growing influence on the international stage.
Image Courtesy: PR Newswire
