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Miu Miu Kiosk
Consumer Pop-up
Heaps + Stacks were briefed by L’Oréal and Miu Miu to develop a premium, London coffee stop that drew inspiration from the new Miutine Fragrance.
The activation needed to highlight the key notes whilst blending playful, engaing elements with innovative coffee collaborations. The concept needed to appeal to trendsetting Gen Z and millenial audiences, whilst weaving literature into the experience to reflect Miu Miu’s commitment to female empowerment.
Services
Venue Hunting & Management
Set Build + Styling
Graphic Design
Staffing
Amplification
Outcome
Heaps + Stacks brought the launch of Miu Miu Miutine to life on Selfridges’ Duke Street Terrace with a bespoke, luxury coffee kiosk experience. Tasked with making the activation stand out in a saturated market, we leaned into the playful, rebellious spirit of the brand while capturing its youthful yet sophisticated identity.
Two bespoke drinks — Iced Strawberry Matcha and Iced Brown Sugar & Vanilla Latte — were created to mirror Miutine’s fragrance profile of wild strawberry, white gardenia, and warm brown sugar and vanilla notes. Consumers were treated to zines, postcards, bookmarks, and fragrance samples with their orders, ensuring the experience extended beyond the cup.
The kiosk design took cues from old-school postcard stands, blending nostalgic stationery culture with sensorial fragrance discovery and eye-catching chromatic coffee, creating a fully immersive, share-worthy London moment.
Signature baby-blue tones anchored the experience in Miu Miu’s world, while ambassador Emma Corrin’s appearance amplified the launch across Selfridges’ owned channels.
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