Miu Miu at Lafayette Art & Design Center — Miu Miu Twist Fragrance Launch (2019)

Lafayette Art & Design Center in Shanghai hosted the launch of Miu Miu Twist fragrance on 26 March 2019.

The venue

Lafayette Art & Design Center is an art and design venue in Shanghai. The record identifies it only by name and city, so its exact location, size and permanent layout are not verified. As an art center, it provides indoor exhibition rooms that can be adapted for presentations, performances and guest events rather than fixed retail display.

How the space was used

For the launch, the center’s event space was turned into a pink environment. A large moon installation was built inside, with dance performances by MIU·tant and music by the Chinese band Double. Guests including Elle Fanning, Chun Xia and Song Zuer moved through the space and encountered the fragrance. The record does not specify separate zones or capacity.

Why it works here

Art and design centers suit fragrance launches because their indoor halls can hold large temporary installations and performance programming without permanent retail fixtures. The venue gives the project a cultural setting in Shanghai while allowing the brand to control lighting, sound and guest movement for one evening.