Miutine by Miu Miu

A pop-up for Miu Miu’s Miutine fragrance launch at Selfridges, built around a dictionary-entry concept rather than a straightforward product display.

The Client Challenge

Miu Miu needed a launch space for Miutine, a newly invented fragrance name, that explained the word itself as much as it sold the bottle — on a mezzanine site inside Selfridges’ beauty hall, opposite Chanel’s counter.

Edge Retail’s Integrated Solution

We designed and built a pale blue kiosk around the “miutine” dictionary-entry concept: an illuminated lightbox carrying the word’s definition, visible from the escalators below, alongside an illuminated Miu Miu logo sign. Details throughout the counter continued the literary idea rather than a conventional product wall — an open Miutine book laid out for browsing, a teal Olivetti Lettera 32 typewriter as a prop, and individual leaflet-and-postcard displays for each of the four fragrances (L’eau de muguet, Miutine, Fleur de lait and L’eau rosée), each paired with its own scent notes. We built the whole thing on an orange-legged display table to hold the colour palette together against the pale blue shelving.

Impact and Results

The kiosk gave Miutine a genuine point of difference on a mezzanine that sits directly opposite one of Selfridges’ biggest beauty counters, standing out through its concept and materials rather than scale.