MINISO LAND Shanghai Secures Platinum at MUSE Design Awards 2025

The MINISO LAND flagship in Shanghai has achieved the prestigious Platinum award at the MUSE Design Awards 2025, marking a significant milestone for the global retail brand. This accolade, awarded for excellence in the Interior Design category, underscores MINISO’s innovative approach to immersive retail experiences. The flagship store, located on Nanjing East Road, was recognized for its cutting-edge “super IP + super store” model, standing out among thousands of international submissions.

This recognition highlights MINISO’s commitment to redefining the retail landscape. The MUSE Design Awards, organized by the International Awards Associate (IAA) in the United States, are renowned for celebrating outstanding achievements across various design disciplines. The Platinum distinction is reserved for the most innovative entries, positioning MINISO LAND Shanghai among the top design accomplishments of the year.

Transforming Retail into an Immersive Experience

Covering nearly 2,000 square meters, the MINISO LAND flagship spans three levels and embodies the brand’s Joy Philosophy, transforming shopping into an engaging narrative. The store’s design incorporates bold colors, diffused lighting, and rounded geometry, creating a dynamic atmosphere that merges retail, entertainment, and social interaction.

A significant aspect of the store’s success is its strategy of integrating intellectual property (IP). More than 150 global IPs, including notable names like Harry Potter, Sanrio, and Disney, are featured, with 15 blockbuster IPs making their debut at this location. This focus on interest-driven retail has proven lucrative, with over 80% of sales attributed to these collaborations. In its first month, the flagship generated 16 million yuan (approximately $2.24 million), and within nine months, total sales reached 100 million yuan (around $14 million). Daily foot traffic consistently surpassed 10,000 visitors, showcasing the flagship’s ability to create a vibrant, engaging shopping environment.

Pioneering Global Expansion with Innovative Concepts

The recognition at the MUSE Design Awards reflects MINISO’s broader Super Store strategy, which is integral to its global expansion and brand enhancement. Unlike traditional smaller outlets, these large-format stores emphasize immersive, scenario-based environments, transforming shopping into an experiential journey. Following the success of MINISO LAND, the brand is rapidly expanding this format worldwide and exploring opportunities within the luxury retail sector.

In June 2025, MINISO launched its first MINISO SPACE at Nanjing’s Deji Plaza, one of the world’s most prestigious shopping destinations. This new concept aims to demonstrate how IP-focused environments can be reimagined in luxury contexts, representing a significant step in the company’s global strategy.

The Platinum award at the MUSE Design Awards 2025 not only underscores the strength of MINISO’s design approach but also highlights its role in shaping the future of experiential retail. Winning this esteemed accolade reflects the brand’s increasing influence on the international stage and its capability to set new standards in IP-driven storytelling. As MINISO continues to innovate, it reinforces its position as a leader in the evolving landscape of retail.