MIU MIU SECRET GARDEN

Pop Up Store

Miu Miu presents a new pop-up store at Isetan, Tokyo.

January 26 - February 8, 2022
Isetan Shinjuku Main Building, 1° floor, The Stage


Inspired by the importance of preserving heritage and feeling closer to nature, a secret garden has been chosen as concept for this project. The space is defined by the use of treillage (or trellis), a reticular system the aim of which is to graphically recreate architectural perspectives. This lattice design and display shelving is created in cerulean blue, superimposed onto a backdrop of white light boxes. The floor is carpeted in that same intense shade and garden tables are crafted in polished white metal and clad in more blue fabric.

Visitors to the space are greeted by a central gazebo, overhung by blue and white deckchair striped awnings and flanked by groupings of zinc vases filled with delicately coloured fresh flowers.
The product offer focuses on rediscovering the value of classic styles, especially through Iconic matelassé and madras leather designs – bags, purses, credit card holders and more – which come in a fondant palette and in classic beige, black, white and navy. In addition, Miu Miu logo all over bags and small leather goods (protagonist of the last fashion show) presented in new color shades. Exclusive to the Secret Garden store are leather goods inlaid with stylised flowers and a preview of the New Balance x Miu Miu sneaker collaboration, first seen on the Spring/Summer 2022 Paris runway in Paris. The selection includes also vichy checks and polka dots signature faille bags, small accessories, bucket hats and baseball caps in sunny shades.
Miu Miu branded water bottles, iPhone cases, key fobs, alice bands and scrunchies are all also available as are jewelled hair combs, pins and polished brass charms. The effect is clear, bright and optimistic throughout.
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