Miniso, the Japanese-inspired variety store, recently launched its premier Jennie Ruby pop-up store in Shanghai, offering fans a unique retail experience that’s linked with Blackpink member Jennie’s solo album Ruby.
This pop-up store is located in the bustling central atrium of Grand Gateway Plaza and will continue to operate until April 19th. The store’s aesthetic, featuring a bold red and black design, is a direct reflection of the album’s visual theme.
Beyond its vibrant design, the pop-up store opens its doors to a myriad of fashion-inspired displays, collectible items, stationery, and lifestyle products. It offers more than 70 stock-keeping units (SKUs), including exclusive loungewear that has been specifically designed for the pop-up.
After the successful launch in Shanghai, Miniso further broadened its horizons by extending the pop-up concept to Beijing and Guangzhou. These additional locations will operate until April 21st, at the Miniso Land Chaoyang Avenue Park store in Beijing, and the Beijing Road flagship store in Guangzhou.
This collaboration is an integral part of Miniso’s strategy to establish partnerships with celebrity IPs. This strategy has been proven successful in past initiatives such as the Enhypen collection, which was targeted at engaging younger consumers and creating unique and experiential retail opportunities.
What is the concept of the Jennie Ruby pop-up store?
The Jennie Ruby pop-up store offers fans a retail experience that is linked to Blackpink member Jennie’s solo album Ruby. It features a red and black design reflecting the album’s visual theme and offers more than 70 SKUs, including exclusive loungewear.
After its Shanghai launch, where has Miniso expanded the pop-up concept?
After launching in Shanghai, the pop-up concept was expanded to Beijing and Guangzhou.
What is the purpose of Miniso’s collaborations with celebrity IPs?
Miniso collaborates with celebrity IPs as part of its strategy to engage younger consumers and create unique, experiential retail opportunities.
