FOR IMMEDIATE RELEASE

Miniso Land: A Multi-Sensory Retail Wonderland Redefining Shopping in Shanghai

Miniso Land, the latest project by acclaimed designer Li Xiang, has been honored with the Golden A' Design Award 2025 in the Interior Space, Retail and Exhibition Design category. Located in Shanghai, this three-story flagship store reinvents the conventional retail experience by drawing inspiration from the universal joy and wonder of amusement parks. The design integrates six major themed areas and over seventy types of co-branded products, creating a vibrant, emotionally engaging environment that encourages exploration and delight for visitors of all ages.

Li Xiang's vision for Miniso Land was to transcend the boundaries of traditional retail by constructing a miniature world where happiness, satisfaction, and hope are at the forefront. Each area within the store is crafted as a unique sensory journey: from the whimsical blind box zone enveloped in pink bubbles, to the comprehensive area with montage visuals, and the plush section reminiscent of a fairy tale. The pet and fragrance areas further immerse guests with natural motifs, transforming standard shelving into imaginative forms like vines and cacti, and establishing new value perceptions for everyday products.

One of the project's most notable achievements lies in its innovative use of space and thematic diversity. By applying the interlocking logic of assembly toys to the scene design, Li Xiang reimagined functional elements such as shelves as amusement park attractions, breaking away from established retail norms. This approach not only maximizes spatial efficiency but also ensures that every visit to Miniso Land feels dynamic and engaging, avoiding the monotony of repetitive shopping experiences. The result is a comprehensive platform that seamlessly integrates emotional communication, cultural experience, and brand value-setting a new benchmark for retail design in China and beyond.

-END-