Purpose and Values
Miu Miu staged a take-over at Isetan Shinjuku department store, a top destination for luxury shopping in the Japanese capital. All fourteen of the mall’s windows were given over to the brand, as were some of its interior spaces, with three new pop-up shops joining its three existing shops on the ground floor, first floor and second floor.
These permanent stores, dedicated to accessories and bags, ready-to-wear and footwear respectively, were decorated with 3D symbols representing the letters “M”, “I” and “U”, inspired by the special installations created by the Paris-based Agency M/M for the Spring/Summer 2019 fashion show. Alongside the Spring/Summer 2019 collection, all six outlets offered previews of t-shirts, bags and small leather goods, created exclusively for Miu Miu by M/M Paris and customised with a range of emojis.
From 6 to 12 February 2019.