Miu Miu at Selfridges — Miu Miu Miutine Fragrance Pop-up (2025)

Selfridges hosted Miu Miu's Miutine fragrance pop-up, using a Duke Street kiosk and an interior space for sampling and personalised poetry.

The venue

Selfridges is a department store on Oxford Street in central London, occupying a large retail building with multiple floors, shopfronts and street-facing entrances. It is normally used for fashion, beauty and lifestyle retail, with concessions, counters and temporary brand spaces. Its Duke Street frontage adds a street-level edge where passers-by encounter displays before entering the store.

How the space was used

For this project the store was used in two parts. A branded kiosk on Duke Street occupied the exterior, offering custom drinks and takeaway cards, bookmarks, postcards and fragrance samples. Inside, a separate area presented all five Miutine fragrances in a more private setting, where a poet wrote personalised lines onto postcards for visitors. The route moved from street-level encounter to interior immersion.

Why it works here

Selfridges suits this activation because its beauty halls and street-facing entrances already attract fragrance shoppers and casual passers-by. A Duke Street kiosk can catch pedestrians before they enter, while an interior room gives the brand a quieter, controlled setting for sampling and one-to-one interaction. The combination works for launches that need both visibility and dwell time.