Every shopping lover has a thirst for whimsy from time to time, and Madrid has opened an ideal place to quench it: the new Miniso store on Gran Vía, the brand’s largest in Europe. It is full of products inspired by Disney princesses, Harry Potter and many other characters from our childhood.
The new store is distributed over two floors totaling 1,000 square meters in all. It is organized by collections: there is an entire aisle of Harry Potter, another of Sanrio (the brand that created Hello Kitty), another of Barbie, and shelves with more than 6,000 references of iconic sagas such as the Minions, Lilo & Stitch or Snoopy.
Accessories, decorative items and stationery invade the walls of the store, which invokes our inner child from the entrance (we are greeted with a tower of stuffed animals). As in all Miniso Land stores, there is a section with personal care products full of makeup, creams, toiletry bags and more, always with its characteristic kawaii design.
It also has a section of surprise boxes (or blind boxes), which already have a legion of fans in Spain. They are limited and are renewed every month, so collectors are always waiting for new editions. Characters from Tom & Jerry, Toy Story, Winnie-the-Pooh and many other animated films have their miniature in this space.
About Miniso, the kawaii paradise
Miniso is a chain of stores founded in China, specializing in items for everyday use that are inspired by Japanese design. With an approach similar to fast fashion, it constantly renews its catalog by introducing new products every week. By establishing alliances with licenses such as Disney or Sanrio, it manages to attract an audience of different ages and nationalities. In Spain it already has 52 points of sale, 10 of them in Madrid.