Shaftesbury has announced that classic storybook character, Miffy, is set to launch its first-ever standalone pop-up activation on Chinatown London’s 78 Shaftesbury Avenue. The character will be brought to life in the 400sq ft space, as the destination celebrates the Year of the Rabbit.
The three-month long pop-up will also stock an exclusive selection of limited-edition products. The collection will include Year of the Rabbit-themed merchandise within a space designed to reflect Dick Bruna’s signature colours and minimalist artistry with a dramatic rainbow colour wall of Miffy plush, eye-catching monochrome window vinyls.
In a first for the brand, visitors will be able to interact with Miffy via a range of experiences – from a Miffy costume character during special meet and greet gatherings, to a giant Miffy-themed lamp and a picture frame for photo opportunities.
Emma Steele, head of retail activations at Shaftesbury, commented: “As we celebrate the Year of the Rabbit, the signing of a 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. We are so excited to be bringing a little of Miffy’s magic to such a dynamic and exciting community and celebrate what is set to be a truly special year.”
Miffy will join popular retailers in Chinatown London representing retail trends across the ESEA region, including leading art toy brand POP MART and Razer, the world’s leading lifestyle brand for gamers, which both opened their European debut stores within destination.