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Miu Miu Encounters Activations, Shanghai, Guangzhou and Beijing China.


SDD25/03_01: This Spring Festival, Miu Miu celebrates the Year of the Snake with a series of immersive events across Shanghai, Guangzhou, and Beijing, blending cultural heritage with modern fashion. In Shanghai, the festivities begin at BOOCUP | Raccoon Records, where Miu Miu Brand Ambassador Liu Boxin debuts Come Dance (Miu Miu Encounters), a special New Year’s prelude. Guests can enjoy an exclusive listening experience and vinyl record signing, along with the chance to collect limited-edition Miu Miu Spring Festival vinyl records and the Miu Miu Encounters 2025 Second Year Zodiac Fortune Book.


In Guangzhou, Miu Miu takes over the serene Liwan Lake Park, inviting guests to experience a "Smooth Wind and Smooth Water" flower boat tour. Set against the lush greenery of the Lingnan-style gardens, the event captures the charm of regional traditions while symbolizing the renewal of the New Year. In Beijing, Shichahai Ice Rink becomes the stage for a festive ice skating experience, featuring traditional ice activities with a contemporary twist, such as ice bike rentals. These events bring together the warmth of cultural celebration and the excitement of modern luxury.


Miu Miu Encounters is a masterful example of how brands can honor local traditions while offering unique, memorable experiences. Each location has been carefully curated to showcase its regional character, from Shanghai’s vibrant music scene to Guangzhou’s historical charm and Beijing’s winter magic. Guests can reserve their spots through the "Miu Miu Club" app to join these exclusive celebrations and receive coveted Spring Festival collectibles, creating joyful memories for the New Year.


Pictures courtesy of Miu Miu.


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