MINISO LAND is located in the U479 shopping mall on Nanjing East Road, a three-story high retail space standing on the street, expanding bidirectionally along the building facade from the corner location to maximize the interface with the city and the crowd. In the bustling, round-the-clock downtown area, X+Living and MINISO have jointly conducted a forward-looking exploration and practice of the new paradigm of future retail. With spatial narrative layout, immersive scene experience, and rich interactive elements, they have created an IP-themed amusement park, inviting everyone to break away from the dull daily life and experience the freedom and joy like a game in the MINISO LAND.
Creative Landmark, Dreamy Opening
Nanjing East Road, as a symbolic sign of commercial pedestrian streets, is densely populated with commercial buildings on both sides, with brands flowing like a stream, rapidly shuttling through the urban context, dazzling to the eye. The designer occupies people's visual focus with an undeniable strong color, giving the familiar modern streets an unexpected colorful surprise, creating a street-side art consumption scene. The facade straightforwardly declares the amusement park's liveliness and joy, with the iconic character shapes of different IP, which can quickly capture the attention of pedestrians from a distance, attracting people to come.
Approaching, a joyful dream amusement park warmly embraces pedestrians. The park is a miniature world that integrates universal human values such as happiness, satisfaction, and hope, creating a place with high emotional resonance and identity. People pick up joy here and return with a light mood. The designer abstracts the atmosphere and symbolic meaning of the amusement park, reconstructing a comprehensive platform in the retail space that integrates emotional communication, cultural experience, and brand value.
IP Area:
Assemble Toys, Create Joy
Stepping into the first floor is like instantly jumping into a carnival park with an animated texture, where colors guide people's emotions. The designer translates the interspersed combination form of assembly toys into the shelf structure logic, using objects to imitate objects, weakening the utilitarian identity of traditional shelves, and giving them a more vivid and interesting form. Bright and lively color components are embedded to build exhibition stands and shelves with amusement facilities as the shape elements. Dolls from different IP universes play amidst scenes like Ferris wheels, pirate ships, carousels, mini trains, and more, as if presenting unaired spin-off episodes for people to enjoy. The designer hopes to rethink the understanding and definition of functional facilities, re-establishing people's emotional connections and value perceptions of products.
Blind Box Area:
Dream Bubbles, Blowing Out Luck
The blind box area gently lifts people's joyful mood in the amusement park with a dreamy, empty pink color, placing soft bubbles to fill the entire space. The blind box area is designed with a forest-like progressive structure to create visual attraction, with the layers of the forest stimulating people's desire to explore inside, and the pace of progress is layered. The edge contour of the space is softened, like whimsical ideas deforming in a dream. In addition to display, blind boxes can also be combined in a situational way to construct a dream world and a fantasy scene. Through reasonable spatial layout and innovative display design, high-density storage and display of blind boxes are achieved, considering accessibility while ensuring the cleanliness and beauty of the space.
Comprehensive Area:
Space Montage, Freeze-Frame Scenarios
The second-floor comprehensive area includes a variety of categories such as cultural and creative, beauty, personal care, home, travel, fashion, and pets. In terms of design techniques, the designer draws on the characteristics of film montage and integrates them into the theory of architectural segmentation, making the rich information in the space present a logically coherent visual narrative. Different categories of display areas form a series of narratively different still images, and people can capture multiple consumption scenarios from different perspectives, which are then directed to different paths. The designer uses architectural planning techniques to segment linear passages, using oblique cuts and other methods to enhance the sense of contour and perspective of the space. Bold color attempts weaken the traces of layout lines, creating a visual sense of stretching or compression, making people naturally generate rhythm as they move through the space. Between partitions, by replicating camping scenes, a lifestyle scene where people intersect, gather, and interact with each other is constructed, allowing people to immerse themselves and be diverted to different moving lines.
Pet Area:
Colorful Desert, Fun Growth
The pet area uses bright color blocks as the visual base, combined with black lines to outline the contours, giving the three-dimensional scene a two-dimensional plane animation texture. The exhibition stand is inspired by the design of cacti with different heights and shapes, interpreting the natural characteristics of plants as shelves, which not only efficiently uses space for display but also makes the entire display area full of wild interest. The display scene is conceived as a dreamy fairy tale desert environment, and the designer cleverly strips away the original dryness and loneliness of the desert, instead injecting bright and vibrant colors and vitality, growing a fun retail space.
Doll Area:
Wrapped in Softness, Touch Goodness
Entering the third floor, the first thing that occupies the entire field of vision is the doll area, which is completely wrapped in a fluffy soft texture. The designer combines the lively and bright aesthetic concept with the warm emotional value of dolls, aiming to touch the undisturbed imagination deep in the hearts of every visitor. Color, as an important language for conveying space emotions, tells a positive attitude towards life here with a series of contrasting lively colors. The spatial layout adopts an open and immersive design concept, planning exhibition stands, displays, and moving lines to ensure that people can freely appreciate, touch, and interact, creating an emotional progressive experience area.
Fragrance Area:
Mechanical Jungle, Sensory Walk
Adjacent to the doll area, the fragrance area creates a romantic and fresh space atmosphere with a transition from light green to light pink, and a bright, vibrant growth emerges in spring and summer, soothing and relaxing people's emotions, thereby making sensory experiences more acute and delicate. Various products are placed among the branches and leaves, creating a natural and harmonious display effect. The fragrance trial stand grows from the vine-like partition, where people can stop and experience. In the fragrance area, a row of gyroscopic exhibition stands are orderly arranged on the central axis, which not only effectively plans the flow path but also ensures that no matter how people move, they can see and be attracted to something.
The design hopes that consumers can not only enjoy the fun of shopping but also deeply feel the vitality, creativity, and affinity conveyed by the brand. When people step out from the amusement park space to real life, the strong contrast further deepens the surreal sense of the space, strengthening the aesthetic tension. We hope to promote innovation and development in the retail industry in terms of business models, consumer experience, and technology application through this attempt, and to nourish commercial vitality and momentum with design.
MINISO LAND is located in the U479 shopping mall on Nanjing East Road, a three-story high retail space standing on the street, expanding bidirectionally along the building facade from the corner location to maximize the interface with the city and the crowd. In the bustling, round-the-clock downtown area, X+Living and MINISO have jointly conducted a forward-looking exploration and practice of the new paradigm of future retail. With spatial narrative layout, immersive scene experience, and rich interactive elements, they have created an IP-themed amusement park, inviting everyone to break away from the dull daily life and experience the freedom and joy like a game in the MINISO LAND.
Creative Landmark, Dreamy Opening
Nanjing East Road, as a symbolic sign of commercial pedestrian streets, is densely populated with commercial buildings on both sides, with brands flowing like a stream, rapidly shuttling through the urban context, dazzling to the eye. The designer occupies people's visual focus with an undeniable strong color, giving the familiar modern streets an unexpected colorful surprise, creating a street-side art consumption scene. The facade straightforwardly declares the amusement park's liveliness and joy, with the iconic character shapes of different IP, which can quickly capture the attention of pedestrians from a distance, attracting people to come.
Approaching, a joyful dream amusement park warmly embraces pedestrians. The park is a miniature world that integrates universal human values such as happiness, satisfaction, and hope, creating a place with high emotional resonance and identity. People pick up joy here and return with a light mood. The designer abstracts the atmosphere and symbolic meaning of the amusement park, reconstructing a comprehensive platform in the retail space that integrates emotional communication, cultural experience, and brand value.
IP Area:
Assemble Toys, Create Joy
Stepping into the first floor is like instantly jumping into a carnival park with an animated texture, where colors guide people's emotions. The designer translates the interspersed combination form of assembly toys into the shelf structure logic, using objects to imitate objects, weakening the utilitarian identity of traditional shelves, and giving them a more vivid and interesting form. Bright and lively color components are embedded to build exhibition stands and shelves with amusement facilities as the shape elements. Dolls from different IP universes play amidst scenes like Ferris wheels, pirate ships, carousels, mini trains, and more, as if presenting unaired spin-off episodes for people to enjoy. The designer hopes to rethink the understanding and definition of functional facilities, re-establishing people's emotional connections and value perceptions of products.
Blind Box Area:
Dream Bubbles, Blowing Out Luck
The blind box area gently lifts people's joyful mood in the amusement park with a dreamy, empty pink color, placing soft bubbles to fill the entire space. The blind box area is designed with a forest-like progressive structure to create visual attraction, with the layers of the forest stimulating people's desire to explore inside, and the pace of progress is layered. The edge contour of the space is softened, like whimsical ideas deforming in a dream. In addition to display, blind boxes can also be combined in a situational way to construct a dream world and a fantasy scene. Through reasonable spatial layout and innovative display design, high-density storage and display of blind boxes are achieved, considering accessibility while ensuring the cleanliness and beauty of the space.
Comprehensive Area:
Space Montage, Freeze-Frame Scenarios
The second-floor comprehensive area includes a variety of categories such as cultural and creative, beauty, personal care, home, travel, fashion, and pets. In terms of design techniques, the designer draws on the characteristics of film montage and integrates them into the theory of architectural segmentation, making the rich information in the space present a logically coherent visual narrative. Different categories of display areas form a series of narratively different still images, and people can capture multiple consumption scenarios from different perspectives, which are then directed to different paths. The designer uses architectural planning techniques to segment linear passages, using oblique cuts and other methods to enhance the sense of contour and perspective of the space. Bold color attempts weaken the traces of layout lines, creating a visual sense of stretching or compression, making people naturally generate rhythm as they move through the space. Between partitions, by replicating camping scenes, a lifestyle scene where people intersect, gather, and interact with each other is constructed, allowing people to immerse themselves and be diverted to different moving lines.
Pet Area:
Colorful Desert, Fun Growth
The pet area uses bright color blocks as the visual base, combined with black lines to outline the contours, giving the three-dimensional scene a two-dimensional plane animation texture. The exhibition stand is inspired by the design of cacti with different heights and shapes, interpreting the natural characteristics of plants as shelves, which not only efficiently uses space for display but also makes the entire display area full of wild interest. The display scene is conceived as a dreamy fairy tale desert environment, and the designer cleverly strips away the original dryness and loneliness of the desert, instead injecting bright and vibrant colors and vitality, growing a fun retail space.
Doll Area:
Wrapped in Softness, Touch Goodness
Entering the third floor, the first thing that occupies the entire field of vision is the doll area, which is completely wrapped in a fluffy soft texture. The designer combines the lively and bright aesthetic concept with the warm emotional value of dolls, aiming to touch the undisturbed imagination deep in the hearts of every visitor. Color, as an important language for conveying space emotions, tells a positive attitude towards life here with a series of contrasting lively colors. The spatial layout adopts an open and immersive design concept, planning exhibition stands, displays, and moving lines to ensure that people can freely appreciate, touch, and interact, creating an emotional progressive experience area.
Fragrance Area:
Mechanical Jungle, Sensory Walk
Adjacent to the doll area, the fragrance area creates a romantic and fresh space atmosphere with a transition from light green to light pink, and a bright, vibrant growth emerges in spring and summer, soothing and relaxing people's emotions, thereby making sensory experiences more acute and delicate. Various products are placed among the branches and leaves, creating a natural and harmonious display effect. The fragrance trial stand grows from the vine-like partition, where people can stop and experience. In the fragrance area, a row of gyroscopic exhibition stands are orderly arranged on the central axis, which not only effectively plans the flow path but also ensures that no matter how people move, they can see and be attracted to something.
The design hopes that consumers can not only enjoy the fun of shopping but also deeply feel the vitality, creativity, and affinity conveyed by the brand. When people step out from the amusement park space to real life, the strong contrast further deepens the surreal sense of the space, strengthening the aesthetic tension. We hope to promote innovation and development in the retail industry in terms of business models, consumer experience, and technology application through this attempt, and to nourish commercial vitality and momentum with design.
