Miniso is set to launch its first UK-based Miniso Land shopping and entertainment destination on London’s Oxford Street.
The Miniso Land concept is described by Miniso as a signature IP theme park-style store format, offering an immersive retail experience.
The new London store will include themed environments and displays, interactive experiences, IP collaborations, photo opportunities, and more.
British real estate company Savills has secured a long-term lease for the 19,000-square-foot property, the Retail Times reports.
The Miniso Land concept is described by Miniso as a signature IP theme park-style store formatMiniso
"We’re seeing continued interest from brands for space on Oxford Street," said Sam Foyle, co-head of global retail at Savills.
"Pedestrianisation plans have really fuelled momentum over the past year and, as the street enters a more mature stage of recovery, we expect this appetite to continue."
Foyle said brands are "increasingly focused on creating memorable, experience-led destinations".
He added: "Miniso Land is a great example of that trend, bringing an innovative flagship concept to one of the world’s most recognisable retail locations.
"Its decision to open at 363 Oxford Street is a strong vote of confidence in London and reinforces Oxford Street’s appeal as a destination for ambitious global brands."
Miniso Group said: “London is an important part of Miniso's international growth, and bringing Miniso Land to Oxford Street marks an exciting next step.
"The flagship reflects our long-term commitment to the UK and our ambition to connect people with the characters and stories they love and bring joy to everyday life."
The new Miniso Land in London reflects a wider trend for experience-led retail, with shopping destinations increasingly blending merchandise, fandom and entertainment to attract consumers.
Elsewhere, Mall of America has revealed how it is transforming Gen Z brands and cultural trends into location-based entertainment (LBE) experiences.
