Miu Miu presented, to celebrate the Year of the Horse, a new edition of Miu Miu Encounters: a series of immersive experiences unfolding across the city of Shanghai. Miu Miu took over Donghu Road – a charming, tree-lined avenue graced by eateries, cafés, and boutiques. A dedicated festive lighting installation featured a braid motif composed of thousands of twinkling lights suspended above the street, marking the beginning of a multi-location journey that blended fashion, culture and community.
From January 23 to 25, four emblematic venues – FUFU Shanghai, BLAZ, and Sugar Plum – reinterpreted the spirit of the season through curated Miu Miu activations. Each location became a scene of a story expressed through colour, texture and crafted details inspired by the visual language of the campaign The Encounter and the symbolism of the Fire Horse: vitality, movement, and optimism.
At FUFU Shanghai, the courtyard acted as a gathering space and reception for the event. Both BLAZ and Sugar Plum offered curated seasonal menus. Sugar Plum showcased festive drinks, such as specialty coffee and mulled wine, in limited-edition customized Miu Miu servings.
The celebration continued at Miu Miu iapm store, where the façade was reimagined with elements drawn from the Chinese New Year special activations. On January 23, Lexie Liu hosted an event inside the store to mark the release of her new single and vinyl “CHUN” for Miu Miu – a moment that reconnected with the musical universe that has shaped the Miu Miu’s cultural narrative in recent years.
Throughout the city, Miu Miu invited audiences to experience the season through a series of gestures and symbols – capturing the spirit of joy, renewal and creative energy. Miu Miu Ambassador Li Gengxi, Liu Haocun, Lexie Liu and Zhao Jinmai, actress Rayza, singer Sdanny Lee, and director Gu You were among the guests who attended Miu Miu Encounters in Shanghai to celebrate Chinese New Year.
