MINISO LAND, unveiled in Shanghai within the U479 shopping mall on Nanjing East Road, marks a bold new chapter in experiential retail. Spanning three levels, the project is designed to foster interaction between the brand, the city, and its people. Positioned in a vibrant, round-the-clock district, the concept—developed by X+Living studio under the creative direction of Li Xiang—offers an immersive retail experience in Shanghai, blending the worlds of design, storytelling, and branded entertainment. Through spatial narratives and interactive design, visitors are invited to escape daily routines and immerse themselves in a world of joy and play.
A New Creative Landmark
Set along the iconic Nanjing East Road—one of China’s most dynamic commercial avenues—MINISO LAND stands out amidst a dense urban landscape of retail icons and architectural stimuli. The design uses a bold color palette to inject a sense of wonder into the cityscape. The façade, adorned with beloved IP characters, draws attention with its vibrant and cheerful energy.
Inside, visitors are welcomed into a universe that celebrates universal values like happiness, hope, and delight. More than just a retail destination, the project reinterprets the amusement park as an emotional and cultural platform that seamlessly merges entertainment, brand identity, and spatial experience.
IP Zone
The first floor welcomes visitors with the vibrant energy of a themed entertainment space. Display fixtures are reimagined as modular toy-like structures, evoking childhood nostalgia and playful curiosity. Bright colors and whimsical forms recall Ferris wheels, pirate ships, and miniature trains, setting the stage for IP characters to take on starring roles in this dynamic retail narrative.
Blind Box Zone
Bathed in dreamy pink hues, this area is designed as an enchanted forest, inviting exploration and discovery. Here, blind boxes become elements of storytelling, elevating the shopping experience with an element of surprise. The layout smartly balances high product visibility with an orderly, visually engaging presentation.
Multifunctional Zone
The second floor showcases a diverse range of products—from cultural and fashion items to travel and pet accessories. Inspired by cinematic editing techniques, the layout guides visitors through a sequence of themed environments. Everyday scenes are stylized into immersive backdrops, fostering connection and interaction between people and products.
Pet Zone
This area, dedicated to pets, transforms a desert motif into a whimsical landscape using vivid colors and playful cactus-inspired forms. The design is both functional and visually engaging, offering a unique environment where display meets imagination.
Doll Zone
Located on the third floor, the doll area is entirely enveloped in soft textures and vibrant tones. The layout encourages tactile exploration, inviting visitors to interact with the displays in a space that awakens imagination and stirs emotion.
Fragrance Zone
A serene and romantic atmosphere defines the fragrance zone, where hues transition from soft greens to warm pinks. Inspired by natural landscapes, the displays create a sensory journey through scent and color, offering visitors a carefully curated olfactory experience.
With MINISO LAND, the brand goes beyond traditional retail, offering a design-forward, emotionally resonant space that blends creativity, innovation, and engagement. As visitors step back into reality, the contrast amplifies the experience, positioning MINISO LAND as a benchmark in the evolving landscape of immersive and thematic retail.
Location Shanghai, China
Area 1622 sqm
Design Company X+Living
Chief Designer Li Xiang
Technical Director Wu Feng, Li Yaping
Project Director Tang Xing, Jiang Xueping
Designer Lou Jiahao, Xiao Yuting, Ge Weixuan, Sun Zhe, Fang Yida, Xu Shanhao, Zhang Wenjia
Photo credit SFAP