Miffy to hop into London’s Chinatown
The Miffy brand has chosen London’s Chinatown as the location for its first-ever standalone pop-up activation.
Situated at 78 Shaftesbury Avenue. the 400 square foot space will bring the classic storybook character to life in a retail setting as the destination celebrates the Year of the Rabbit.
Marja Kerkhof, managing director at Miffy’s global rights owner Mercis, said: “Chinatown London is the ideal location for a standalone pop-up and its iconic reputation aligns perfectly with Miffy’s international renown. We are so excited to be bringing a little of Miffy’s magic to such a dynamic and exciting community and celebrate what is set to be a truly special year.”
The store will remain open for three months and stock an exclusive selection of limited-edition products, including select Year of the Rabbit-themed merchandise.
The space has been designed to reflect Dick Bruna’s signature colours and minimalist artistry with a dramatic rainbow colour wall of Miffy plush and eye-catching monochrome window vinyls. It will also offer a range of unique experiences including a Miffy costume character during special meet and greet gatherings, a giant Miffy-themed lamp, and a picture frame for photo opportunities.
Emma Steele, head of retail activations at Shaftesbury, added: “As we celebrate the Year of the Rabbit, the signing of a unique Miffy pop-up at Chinatown London showcases the destination’s strength, as a leading cultural hub for ESEA tradition and trends. Miffy is such an iconic and popular brand across the Far East, so it fits perfectly with the way we look to mirror those trends here in Chinatown London, and we are delighted to be adding this nostalgic and playful pop-up to our tenant mix.”
