Located in the U479 shopping mall on Nanjing East Road, Shanghai, the three-story MINISO LAND Global Flagship Store redefines the future of retail through a visionary integration of spatial storytelling, immersive experiences, and interactive engagement. Positioned at a bustling urban intersection, the store’s bidirectional facade maximizes its interface with the city, transforming conventional retail into a dynamic IP-themed amusement park that invites visitors to escape the mundane and embrace playful exploration.
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Gold 🏆 Winner
International Interior Design Awards 2025
MINISO LAND
Retail Interior
Firm
X+Living Architecture and Interior Design
Designer
Li Xiang
Design Team
Chief Designer丨Li Xiang, Technical Director丨Wu Feng, Li Yaping, Project Director丨Tang Xing, Jiang Xueping, Designer丨 Lou Jiahao, Xiao Yuting, Ge Weixuan, Sun Zhe, Fang Yida, Xu Shanhao, Zhang Wenjia
Location
Shanghai China
Country
China
Photographer/Copyright
X+Living
Drawing inspiration from the concept of a “Joyful Amusement Park,” the design embodies MINISO’s brand philosophy of “Chinese MINISO, Happy World.” The facade, a striking blend of modern technology and artistic aesthetics, features scratch-resistant cloth panels with vivid graphic artistry and a central digital display. Iconic amusement elements like Ferris wheels and pendulum swings are reinterpreted into dynamic 3D signage, injecting vitality into the streetscape while foreshadowing the whimsical journey within.
Upon entering, visitors are immersed in a narrative-driven retail environment where functional spaces are reimagined as thematic attractions. On the first floor, IP area, animated by vibrant hues and modular toy-inspired shelving, mimics a carnival atmosphere. 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, re-establishing people’s emotional connections and value perceptions of products. 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.
Ascending to the second floor, the comprehensive area employs cinematic montage techniques to curate diverse categories, from lifestyle goods to beauty products. Bold color-blocking and strategic spatial divisions guide visitors through fluid, interconnected scenes, while camping-themed installations foster spontaneous social interactions.
On the third floor, the plush area enveloped in soft textures and lively colors, invites tactile engagement, while the adjacent fragrance zone evokes a mechanical jungle with vine-like testers, harmonizing sensory exploration with natural motifs.
Beyond its commercial function, MINISO LAND serves as an urban art landmark, elevating public aesthetics through visually impactful facades and curated themes. By embedding cultural narratives and IP-driven scenarios into retail spaces, the design strengthens brand identity as youthful and globally minded. Open-plan layouts and interactive zones further transform the store into a social hub, fostering community engagement and emotional connections.
Li Xiang
Founder & CEO of X+Living Architecture and Interior Design
Li Xiang, who obtained her degree of Architecture at Birmingham City University in the United Kingdom, founded X+Living Architecture and Interior Design in 2011 and later crossed into the field of interior design. She has created numerous benchmark design works across diverse business formats such as commercial real estate, culture, retail, family entertainment and hospitality. She leverages her distinctive insights into art and culture to construct commercial spaces teeming with emotional tension, crafting sensory escape points for the general public and infusing the brands she serves with design creativity that confers a competitive edge.
Her work has been globally recognized with numerous accolades, garnering over a hundred design awards, and she has also been invited to serve as a judge for international competitions such as the Dezeen Awards, Frame Awards, and A’ Design Awards. She has been honored as Forbes’s Designers with the Most Potential, German Iconic Design Award’s Interior Designer of the Year, and Global Interior Retail Design Awards at the Prix Versailles Awards. In 2020, she was the only Chinese designer selected by Fast Company in the “Most Creative People in Business”. In 2021, she became the only Chinese designer listed in the PMI Future 50.