SUPER MINISO

SUPER MINISO is a landmark store format project by MINISO Group, built upon the company's full-category R&D capabilities. Conceived under the theme "MUSEOLOGIA · Museum Narrative," the design responds to the emerging era of emotional consumption by deeply integrating IP collectibles with everyday essentials. Adopting the "museum" as its spatial framework, the store employs curatorial scenography and modular display systems to create a "playground-style" shopping experience that invites browsing, exploration, and social sharing.

Large-scale IP art installations and themed zoning transform everyday household items into cultural artifacts, endowing functional products with narrative depth. This curatorial approach enhances the lasting appeal of products on both visual and experiential levels, subtly encouraging extended product use cycles and fostering a more sustainable consumption mindset. By bridging emotional resonance with environmental consciousness, the design achieves a meaningful dual benefit—fulfilling consumers' desire for personal connection while promoting responsible consumption.

This image innovation injects fresh vitality into the MINISO brand and marks a strategic milestone in the Group's evolution toward becoming the world's leading IP-driven retail platform, redefining the relationship between commerce, culture, and everyday life.