Miu Miu at Shichahai Ice Rink — Miu Miu Spring Festival Encounters (2025)

Shichahai Ice Rink hosted the Beijing leg of Miu Miu’s Spring Festival Encounters, a multi-city series of seasonal experiences.

The venue

Shichahai Ice Rink is a seasonal open-air rink on Houhai, the broad water area beside Beijing’s central axis. In winter the frozen lake becomes a public recreation ground; in other seasons the surrounding park and lakeside paths operate as a historic open landscape. The site sits within a public park, not a retail interior, and is normally used for winter skating and leisure.

How the space was used

For the Beijing leg, the Houhai comprehensive area was used for Miu Miu’s New Year experience. Guests could rent ice bicycles and move across the frozen surface, while the brand’s seasonal graphics and props framed the rink. The activation used the existing skating infrastructure rather than building an enclosed structure, keeping circulation open across the ice.

Why it works here

The rink is already a public winter gathering place, so a seasonal brand event can join existing leisure patterns rather than ask visitors to enter a store. Its open ice and lakeside setting support movement-based, family-friendly experiences, which fit a Spring Festival program centred on reunion and outdoor activity.