Looking to woo China’s increasingly influential wealthy young consumers, Miu Miu, part of the Prada Group, is stepping up its China expansion. After opening a new store in Chongqing in February, the company has added another store in Beijing.
Located in the recently renovated department store ‘In88’, the 405 sqm store has two levels and features ready-to-wear, footwear, handbags and accessories. Shoes, handbags and accessories are located on the ground floor while ready-to-wear is displayed on the first floor.
The new store is designed in characteristic Miu Miu fashion with a glass and metal façade that is embedded with light boxes framed in polished steel, which showcase the current print campign. Inside, walls are clad in signature gold damask while display trays and cabinets are lined with a mirrored honeycomb motif. The ceiling is hung with more perforated metal, screen-printed with the same damask design as the walls, bringing a sense of unity and harmony.
Miu Miu is Prada’s secret weapon to win over China’s young luxury shoppers with its edgier image. Founded in 1993 by Prada designer Miuccia Prada, Miu Miu’s frill and funk are adored by young luxury buyers.
In 2013, Miu Miu added two stores in Changchun and a store in Shanghai.
image credit: miu miu