Miu Miu Vinyl Club Turns Music Listening Into a Seven-City Retail Experience

Images shared by Thierry Willer of Merci Michel. Images shared by Thierry Willer of Merci Michel. Images shared by Thierry Willer of Merci Michel. At the center of each space is a listening station with a turntable, custom-sleeved records and Marshall x Miu Miu audio equipment.

The format gives shoppers a reason to spend time in the environment rather than simply pass through a display of products. Seven locations, plus digital access Miu Miu lists locations in Tokyo, Hong Kong, Osaka, Beijing, Shenzhen, Seoul and Paris.

The Paris installation at Galeries Lafayette Haussmann runs through October 10; Hong Kong and Seoul continue later in October, and Beijing through October 25. The brand also lists an online version in select countries and a WeChat activation.

“An informal gathering place.” Miu Miu, describing the Vinyl Club concept The brand’s own description makes the commercial intent clear: visitors can share music while shopping the collection. A post by creative-studio executive Thierry Willer also points to the project’s digital layer.