MIU LAB: The Frontier of Aesthetic Innovation
Founder of MIU LAB, Mumu, is a fashion creator, aesthetic explorer, and pioneering entrepreneur. Her journey into fashion began while studying in London, where her outfit styling videos on social media quickly garnered a substantial following thanks to her bold layering techniques and distinctive personal style. The recognition she received not only marked the beginning of what would become MIU LAB, but also awakened her to the vast potential behind fashion as a mode of expression.
Upon returning to China, Mumu opened her first vintage studio—MIU HOUSE, a 100-square-metre space on Julu Road, Shanghai. This modest studio served as the prototype for what would later evolve into MIU LAB. Just six months later, she relocated the studio to Yongkang Road, expanding it into a 400-square-metre multifunctional space, now renamed MIU LAB. The word "Lab" signifies more than a physical upgrade—it reflects Mumu’s continuous experimentation in avant-garde fashion and her deeper contemplation on the future of retail.
REDEFINING RETAIL: A DISTINCTIVE POSITIONING
In the fiercely competitive landscape of Shanghai’s concept stores, MIU LAB has carved out a niche through innovation and differentiation. Unlike many traditional buyer stores that focus on established mainstream brands, Mumu strategically collaborates with independent international labels making their debut in the Chinese market. This approach not only ensures a high level of exclusivity but also draws in consumers seeking a unique fashion experience.
Rather than organising products by brand, MIU LAB curates displays based on colour palettes and styling themes. This unorthodox merchandising method encourages visitors to draw inspiration from full looks rather than from individual items, transforming the store into a stage for fashion discovery. More than just a retail space, MIU LAB is a multifunctional cultural platform. Mumu has curated numerous pop-up brand events, and the space has even hosted exhibitions of vintage artefacts, offering a hybrid experience where culture, design, and commerce intersect. This fluid use of space positions MIU LAB as a hub where retail, art, and fashion culture coalesce.
A DIALOGUE BETWEEN AESTHETICS AND SPATIAL FUNCTION
Mumu played a hands-on role in the spatial design of MIU LAB, adopting a gallery-like visual language to create an inclusive environment. She selected raw, neutral materials—primarily cement—to establish a calm and open aesthetic tone, allowing various fashion brands and artistic forms to coexist naturally. This “neutral backdrop” design ensures that the products take centre stage while providing each piece with the room to speak for itself.
A particularly striking element is a large black bowl-shaped sculpture placed at the centre of the courtyard, engaging in subtle dialogue with the surrounding natural environment. This installation captures Mumu’s thoughtful approach to the relationship between space and its context, underscoring her unique vision in combining material, environment, and aesthetic function.
A NEW EXPLORATION OF EXHIBITION-STYLE RETAIL
In the eyes of many customers, MIU LAB is more than just a concept store—it is a space where fashion and art seamlessly converge. Visitors frequently praise the artistic and innovative qualities of its spatial design, noting how its exhibition-like layout elevates the shopping experience and reinforces Mumu’s distinctive aesthetic vision. However, Mumu openly acknowledges that this exhibition-driven approach also came with early challenges. Some customers initially found the space underutilised or pointed out that the height of the jewellery displays was inconvenient. In response, Mumu made a series of thoughtful adjustments—raising the height of display tables and optimising fitting room layouts—to gradually strike a balance between visual artistry and practical functionality. She firmly believes that these refinements contribute to a more comfortable and immersive shopping environment, where design and utility can coexist harmoniously.
AN EVER-EVOLVING FASHION LABORATORY
Looking ahead, Mumu aims to further deepen MIU LAB’s exhibition-oriented strategy. She plans to introduce more fine art forms—such as paintings and photography—into the space, allowing them to interact with fashion displays in meaningful dialogue. For Mumu, every product is treated as a work of art, presented in a curatorial context that offers both aesthetic inspiration and cultural depth.
Her vision is for MIU LAB to become more than just a fashion destination—it will be a catalyst for creative encounters, a space where art and commerce coexist fluidly. Through this ongoing evolution, she hopes to bring renewed vitality to Shanghai’s fashion retail scene and continue positioning MIU LAB at the forefront of experiential retail.
