MINISO LAND Shanghai Secures Platinum at 2025 MUSE Design Awards

The MINISO LAND flagship store in Shanghai has achieved a significant accolade, winning the Platinum Award at the 2025 MUSE Design Awards. This prestigious recognition, awarded by the International Awards Associate (IAA), highlights the store’s innovative approach to interior design and immersive retail experiences. Located on Nanjing East Road, the flagship store distinguished itself among thousands of international entries, showcasing MINISO’s commitment to redefining the shopping experience.

A New Era in Retail Design

MINISO LAND covers nearly 2,000 square meters and features a three-level design that integrates retail, entertainment, and social interaction. The architectural layout is inspired by MINISO’s Joy Philosophy, creating a vibrant environment filled with bold colors, diffused lighting, and rounded geometries. This transformation of shopping into an immersive adventure is a key aspect of the store’s identity, which emphasizes a “super IP + super store” model.

A significant part of MINISO’s commercial success stems from its collaboration with over 150 global intellectual properties, including popular brands like Harry Potter, Sanrio, and Disney. Notably, 15 blockbuster IPs made their debut at the Shanghai location. This strategic partnership has resulted in over 80% of the store’s sales being driven by these collaborations, underscoring the effectiveness of interest-driven retail.

In its inaugural month, the flagship store generated 16 million yuan (approximately $2.24 million) in revenue. The momentum continued, with sales reaching 100 million yuan (around $14 million) within just nine months. Daily foot traffic has consistently topped 10,000 visitors, reflecting the store’s success in creating a living IP universe.

Strategic Expansion and Future Prospects

The recognition at the MUSE Design Awards further solidifies MINISO’s Super Store strategy, which is integral to its global expansion efforts and brand enhancement. Unlike traditional smaller outlets, these large-format stores focus on immersive, scenario-based environments that elevate shopping into a unique experience. Following the success of MINISO LAND, the brand is actively pursuing opportunities to expand this format globally while also venturing into luxury retail.

In June, MINISO opened its first MINISO SPACE at Deji Plaza in Nanjing, one of the world’s most prestigious shopping destinations. According to MINISO’s CEO, Ye Guofu, this initiative represents a breakthrough in “interest-driven consumption,” illustrating how IP-focused environments can be adapted for luxury markets. This move signals a pivotal step in the company’s ongoing global strategy.

Winning the highest honor at the MUSE Design Awards 2025 not only highlights MINISO’s innovative design approach but also its influential role in shaping the future of experiential retail. This recognition places MINISO among the top design achievements of the year, reinforcing its ability to set new benchmarks in IP-driven storytelling and immersive consumer experiences.