Global lifestyle brand MINISO is gearing up to open a new flagship store in Madrid on Friday, which will be its largest in Spain and the first MINISO LAND store in Europe.
Bringing MINISO’s new “IP theme park-style” shopping experience to Europe for the first time, the new store will bring the brand’s IP collaborations to life in an immersive and playful environment.
MINISO LAND is a scenario-based IP co-branded collection store that brings the world’s favourite IPs to life in exciting new ways. From MINISO’s new Harry Potter collection to popular collaborations with Sanrio, Snoopy and Disney, the store’s design creates a unique and unforgettable way to shop and play in a scenario-based environment. The store has individual IP zones across two floors including Stitch and Harry Potter, with more than 6,000 different products to explore, of which roughly 70 per cent are IP collaboration products.
Besides the brand’s amazing IP collections, the 1,100sq m store is home to MINISO’s diverse range of products, from blind boxes and plushies, to fragrances, cosmetics, stationary and more.
The new flagship store will bring MINISO’s Joy Philosophy to Gran Via – one of the world’s busiest commercial thoroughfares – just in time for the holiday season. From the street, the store stands out with an eye-catching 20m Sanrio-inspired glass exterior façade. Inside the store, shoppers can explore a blind box zone, cosmetic and fragrance areas, a large claw machine experience area, a white Penpen penguin bathroom, a Penpen Madrid tree-hugging design and a special Callao street view photo spot – highlights that are perfectly curated for capturing and sharing on social media.
