Mar 2, 2023
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After Mulberry collab, Miffy to open pop-up in London's Chinatown

Mar 2, 2023

Miffy, the rabbit storybook character turned into a globally recognised brand is to make a temporary appearance in London.

Miffy in Chinatown

The character will appear on London’s Shaftesbury Avenue, adjacent to Chinatown, in celebration of the Year of the Rabbit via a standalone pop-up activation running for three months.

The character is being brought to life in the 400 sq ft space that will also stock an exclusive selection of limited-edition products.

This, of course, includes selected Year of the Rabbit-themed merchandise within a space “designed to reflect [Dutch artist] Dick Bruna’s signature colours and minimalist artistry with a dramatic rainbow colour wall of Miffy plush, eye-catching monochrome window vinyls”.

Allowing visitors to interact with Miffy in a first for the brand, the pop-up features a range of unique experiences, from a Miffy costume character during special meet-and-greet gatherings for guests on arrival, to a giant Miffy-themed lamp and a picture frame for photo opportunities.

Emma Steele, Head of Retail Activations at property owner Shaftesbury, said: “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.”

Marja Kerkhof, Managing Director at Miffy’s global rights owner Mercis bv, added: “Chinatown London is the ideal location for a standalone pop-up and its iconic reputation aligns perfectly with Miffy’s international renown.”

The opening comes just weeks after luxury leather goods brand Mulberry linked up with Miffy for a limited-edition capsule collection to celebrate the Chinese New Year. Alongside the capsule, the launch included a range of lifestyle products including soft toys to stationery, with prices ranging £65 for smaller items, to £1,650 for a bag. 

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