Miu Miu at Chaoyang Park — Miu Miu Summer Reads Beijing (2025)

Chaoyang Park hosted Miu Miu's two-day Summer Reads event, setting up a reading space within its greenery.

The venue

Chaoyang Park is a public park in Beijing's Chaoyang District, with lawns, tree cover, paths and open recreation areas. It is normally used for walking, leisure and outdoor gatherings, and it sits within the city's eastern park network. Its greenery allows temporary cultural or brand programming to be placed among existing paths and lawns rather than in a built venue.

How the space was used

For the two-day event, the park hosted a reading area arranged within its green surroundings. Visitors could sit and read, and received one of two specially designed books with custom covers, bookmarks, reading clips and stamps. The setup used the park's outdoor setting as the frame for the activity, with reading placed directly in the public landscape.

Why it works here

A public park suits a reading-led brand event because it already supports slow, informal use: people walk, sit and linger without a ticketed programme. Temporary reading furniture and book distribution can be inserted into that routine, reaching passers-by while keeping the activation open and low-pressure.