Brand News
2022.10.18
Creating an immersive shopping experience, Mideer's first offline experience store is popular
Publisher: Sina News
With the rise of the new generation of parenting after the 90s, especially the 95s, their consumption concepts and aesthetic levels are constantly improving. They pay more attention to the cultivation of children's personality, aesthetic improvement, and diversified intelligence education. They are also more willing to pay for personalized customization, immersive experiences, and artistic perception. On April 16, 2021, the first offline physical store of mideer, a global art and beauty children's toy brand, opened in Ningbo Hankyu. The opening day became popular on social media, further confirming the further upgrade of the consumption needs of contemporary young consumers.
As a global art and beauty children's toy brand, mideer breaks the inherent traditional toy model by combining artistic creativity with the world's diverse cultures to cultivate children's artistic aesthetics and diverse intelligences. It collaborates with many famous international artists from Greece, Germany, France, China, and others, such as Eric Carle, MIYANISHI, Alison Jay, Ye Luying, Vikki Zhang, and others, using international art to inspire children's infinite possibilities. This first offline physical store nationwide perfectly combines art and immersive experiences, allowing the brand to transmit the new toy lifestyle of artistic aesthetics, multiculturalism, internationalization, and diverse intelligences to reach the entire scene, better meeting the needs of contemporary consumers.
Defining a new form of retail: From selling products to selling a lifestyle
Therefore, for mideer, the positioning of its direct stores is a platform for sharing and conveying the mideer art lifestyle, and a close contact experience platform between the brand and consumers. In store design, mideer breaks through the traditional selling model and innovatively creates an immersive experience that combines environmental temperature with product concepts. The simple and exquisite artistic store style, as well as a selection of unique art designs and practical products, allow consumers to immerse themselves and perceive the charm of art. This makes the entire shopping experience both relaxed and enjoyable.
The immersive art experience at mideer's store has attracted many children and families for photo opportunities.
"What should a true childhood have?" The concept wall, which is full of artistic sense, explains mideer's brand philosophy. Childhood should be about freedom, exploration, love, bravery, kindness, and imagination. Each child is an individual who is free and imaginative, and their lovely and bold ideas may be a glimpse of the future world.
During the opening period, the store attracted mideer fans from all over the country to come and experience it.
One of the most popular areas is the artist zone at the entrance. Through the huge transparent glass, visitors are attracted by the "Animal World" created by Eric Carle and Tatsuya Miyanishi, where a cute and smart caterpillar and a cute little dinosaur hide behind him, guarding the childhood world that the artists bring to children. Here, there are a variety of art puzzles, stationery, crayons, tin toys, telescopes, kaleidoscopes, and more that can take visitors into their world and experience the natural artistic charm, inspiring children's desire to explore the natural world.
There is also a ten-meter-long scroll art area that is like magic. Whether you are a child or an adult, you cannot help but be drawn to the colorful world it presents and add a few strokes of color to this artistic space.
Deeply cultivating multi-channel retail, mideer is building an online and offline scene-closed loop
Founded in 2016, mideer has been committed to a full-channel operating model. Up to now, its products have been sold to babies in 52 countries and regions around the world, serving millions of families. mideer has counters in Nature & Découvertes and Culturea in France, as well as at major luxury department stores such as the Louvre, Printemps in Paris, and first-tier Asia-Pacific retailers like Takashimaya, Isetan, Hankyu, ION Orchard in Singapore, and Galleria in South Korea. In China, mideer has counters at flagship stores of Hamleys, Eslite Bookstore, VILLAGE BOOK STORE, fang suo commune, Poplar Kid's Republic, and Sisyphus, and is also available at high-end mother and baby platforms such as Qtools and Lijia Baby, as well as online flagship stores on platforms like Tmall and JD.com.
