MINISO LAND: retail and entertainment in the heart of Shanghai

In the pulsating heart of Shanghai, where signs shine day and night and urban flow never stops, a project is taking shape that reinvents the retail experience with an emotional and immersive visual language. It's called MINISO LAND, a themed amusement park that spans three floors inside the U479 shopping center along Nanjing East Road, an iconic shopping artery in China.

An urban landmark that catches the eye

The project stems from the collaboration between the brand MINISO and the design studio X+Living, always attentive to creating narrative and multisensory spaces.

Along the bustling facade of the mall, MINISO LAND extends from a strategic corner, opening in both directions like a spectacular showcase towards the city. The external facade, dominated by vibrant colors and the brand's IP characters, becomes an attraction in itself, a visual magnet that interrupts the routine of urban shopping with a touch of amazement. It is an invitation to enter a parallel world where consumption, play, and emotion merge into a single experience.

Store projects like this transform retail into an engaging and interactive experience. MINIGO becomes an emotional park where every architectural detail is designed to surprise. The result is an experience that goes beyond the purchase, capable of activating emotional connections and redefining the potential of commercial space as a place for relationships, play, and imagination.

Immersive Experiences and Explorable Scenarios

Each floor of the building is designed as a narrative chapter. The first level welcomes visitors with an explosion of colors and shapes inspired by assembly games. Shelves transform into carousels, trains, and pirate ships: objects are not just displayed, but staged as part of an animated universe. In the blind box area, pink tones and soft volumes create a Dream Forest, where every corner hides a surprise, encouraging exploration.

Retail as film editing

Ascending to the second floor, the space becomes more articulated. Household items, personal care products, and fashion follow one another in a visual sequence inspired by film editing. Oblique cuts, saturated colors, and lifestyle settings – such as camping-inspired areas – guide flows and multiply consumption scenarios. It is an experiential map designed to move the gaze and body within a coherent spatial narrative.

An aesthetic that stimulates the senses

The third floor is dominated by two complementary environments. The doll area, entirely covered in soft plush surfaces, is a chromatic and tactile embrace that evokes childhood. Next to it, the fragrance area opens up like a mechanical jungle, where revolving stands and branched partitions offer an olfactory exploration wrapped in pastel tones and spring atmospheres. Even the pet area, with displays inspired by cacti and a colorful desert setting, transforms the space into a fairy-tale landscape.

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PEOPLE

X+LIVING

68 Hong Cao Nan Lu Xuhui Qu, Shanghai Shi Cina 201102