Miniso, the global lifestyle brand, expands its IP collaborations to Europe with the launch of Miniso Land in Madrid. The new theme park-style shopping experience will feature an immersive and playful retail environment for all its IP-themed products. 

Miniso offers trendy lifestyle products featuring IPs, like Harry Potter, Sanrio, Snoopy, and Disney. By opening the first Miniso Land store in Europe, the retail brand plans to promote an engaging and relaxing shopping experience that appeals to all demographics. 

Miniso Land will provide a unique way to shop and play in Gran Vía on Dec. 20. The store’s front stands out on one of the world’s busiest commercial streets with an exterior facade featuring a 20-meter Sanrio-inspired design. The retail experience will include a blind box zone, cosmetic and fragrance areas, a large claw machine experience area, a special Callao street view photo spot, and more. 

For the grand opening, the first 300 visitors will receive a goody bag and experience a line-up of activities and promotions. The store will celebrate Miniso Land’s debut with a ribbon-cutting ceremony, memorable IP character dance performances, and a live DJ. 

“IP collaborations are a key strategic category for Miniso. This high-level store format perfectly showcases our highly popular IP collections, especially beloved by Spanish consumers, putting interest-driven consumption and experience-driven retail at the heart of the in-store experience while embodying Miniso’s ‘life is for fun’ attitude,” says Vincent Huang, General Manager of Miniso Overseas distributor markets and Vice President. 

In the coming year, Miniso will continue to expand its memorable in-store experiences and unique products throughout Europe and the rest of the world. To learn more about Miniso stores and IPs, visit miniso.com.