Storybook character Miffy is set to launch its first ever standalone pop-up at 78 Shaftesbury Avenue, in Chinatown London.
The three-month pop-up in a 400 sq ft unit coincides with the Chinese Year of the Rabbit and the store will sell an extensive selection of limited edition goods, including Year of the Rabbit-themed merchandise.
Emma Steele, head of retail activations at Shaftesbury, said: “As we celebrate the Year of the Rabbit, 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. 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.”
