World's 1st Immersive IP Flagship Store MINISO LAND Shanghai

MINISO LAND Shanghai, the world’s first MINISO LAND flagship store, is a 2,000 sqm immersive playground on Shanghai’s iconic Nanjing Road. Designed around a “super IP + super store” model, the store translates MINISO’s Joy Philosophy into a three-story narrative where retail, entertainment and social media converge.

Within the store, bold color choices, diffused lighting, rhythmic color gradients, and rounded geometries dissolve traditional retail boundaries, integrating spatial storytelling with emotional cues to transform shopping into a curated journey. 80% of sales are from IP franchise collaborations, drawn from over 150 global IPs including Harry Potter, Sanrio, and Disney collections—including 19 global debuts.

On level 1, a plug-in, toy-like fixture system and amusement ride set pieces enable flexible integrated merchandising within the IP collection area. High density forest-like shelving houses thousands of blind box SKUs without blocking consumer access, while integrated photo points bring product display and interaction neatly together. All modules are reconfigurable overnight for each new drop, enabling fast launches while maintaining consistent visual standards.

Level 2 adopts a cinematic montage to splice lifestyle retail into editable film frames. Diagonal volumes slice the floor into movable scene-blocks for beauty, stationery and home goods, while forced perspectives created by angled walls dissolve traditional aisles to let visitors navigate their own routes. At the pet corner, cactus-shaped towers reclaim vertical capacity, creating a three-dimensional oasis that sparks both curiosity and share-worthy moments.

On level 3, a sensory refuge awaits amidst fragrances and plush toys, as soft pastels and tactile fabrics invite guests to pause and linger. A gyroscopic scent carousel pulses curated aromas along a vine-like path, while plush islands circled by marshmallow seating encourage interaction and filming. The interplay of sage- and blush-colored lighting, rounded forms and diffused soundscapes force the mind to slow down, extending dwell time and deepening connection with the brand.

Results: Within its first month of opening, the store generated USD 1.65m in revenue, reaching USD 14m within nine months and achieving a single-day peak of USD 140k. Daily footfall averages over 10k, validating the design’s power to convert physical space into a living IP universe.