Lifestyle brand Miniso has opened its largest store in Spain, marking the introduction of its first Miniso Land concept in Europe.

Situated in Madrid’s Gran Via commercial district, the flagship spans 1100sqm and features various scenario-based zones dedicated to popular IPs including Harry Potter, Sanrio, Snoopy, and Disney.

Shoppers can explore a blind box zone, dedicated cosmetic and fragrance areas, a large claw machine, and Instagram-friendly features like a Penpen penguin bathroom and a Callao street view photo spot. 

Vincent Huang, VP and GM for overseas distributor markets, said IP collaborations are one of the key strategies for Miniso.

“This high-level store format perfectly showcases our highly popular IP collections, especially beloved by Spanish consumers,” said Huang. “This puts interest-driven consumption and experience-driven retail at the heart of the in-store experience while embodying Miniso’s ‘life is for fun’ attitude.”

Last month, the chain opened its first IP collaboration pop-up store in Funan, Singapore.