MINISO LAND is located in the U479 shopping mall on Nanjing East Road, a three-story high retail space standing on the street, expanding bidirectionally along the building facade from the corner location. In the downtown area, designer conducted a forward-looking exploration of the new paradigm of future retail.

Stepping into the first floor is like instantly jumping into a carnival park with an animated texture. The designer translates the interspersed combination form of assembly toys into the shelf structure logic, weakening the utilitarian identity of traditional shelves. Dolls from different IP universes play in scenes such as Ferris wheels, pirate ships, carousels, and small trains. The designer hopes to rethink the understanding and definition of functional facilities, re-establishing people’s emotional connections and value perceptions of products.

The blind box area gently lifts people’s joyful mood with a dreamy pink color, placing soft bubbles to fill the entire space. The blind box area is designed with a forest-like progressive structure, with the layers of the forest stimulating people’s desire to explore inside. Through reasonable spatial layout and innovative display design, high-density storage and display of blind boxes are achieved, considering accessibility while ensuring the cleanliness and beauty of the space.

The second-floor comprehensive area includes a variety of categories such as cultural and creative, beauty, personal care, home, travel, and fashion. Designer draws on the characteristics of film montage and integrates them into the theory of architectural segmentation. Different categories of display areas form a series of still images, and people can capture multiple consumption scenarios from different perspectives, which are then directed to different paths. The designer uses architectural planning techniques to segment linear passages, using oblique cuts and other methods to enhance the sense of contour and perspective of the space.

The pet area uses bright color blocks as the visual base, combined with black lines to outline the contours, giving the three-dimensional scene a two-dimensional plane animation texture. The exhibition stand is inspired by the design of cacti with different heights and shapes, interpreting the natural characteristics of plants as shelves.

Entering the third floor, the first thing that occupies the entire field of vision is the doll area, which is completely wrapped in a fluffy soft texture. The designer combines the lively and bright aesthetic concept with the warm emotional value of dolls, aiming to touch the undisturbed imagination deep in the hearts of every visitor.

The fragrance area creates a romantic and fresh space atmosphere with a transition from light green to light pink, and a bright, soothing and relaxing people’s emotions, thereby making sensory experiences more acute and delicate.