Miu Miu presents Miu Nova, a series of pop up stores in mainland China celebrating the brand’s new sneakers collection.

Taking inspiration from matelassé - Miu Miu’s most iconic leather goods material - the rubber soles of the sneakers are created in hi-tech moulds playfully reproducing the plump, rippled surface of the elaborately worked and luxurious skin in an unexpected and mischievous form. In signature soft fabrics, including maglia stretch and matelassé nappa, uppers are studded with crystal or finished with a hook and loop fastener stamped with the instantly recognisable Miu Miu logo.
Complimenting the sneakers will be a selection of seasonal leather bags embroidered with more crystal.

The design of the Miu Nova pop-up stores reflects the quintessential femininity and spirit of irreverence at the heart of the Miu Miu name. Characterised by a play between gentle shapes and rounded volumes and centring around a metal gazebo, circular benches, poufs, carpet, tubular lighting and neon logos are all sugar pink. Not only is this a colour central to Miu Miu’s handwriting but also the monochromatic environment upholds the product as the protagonist thereby showcasing it at its very best.

The Miu Nova Pop Up project begins in Shenzhen, followed by Beijing (August) and Nanjing (September).