Miu Miu launches global pop-up store series ahead of RTW season opener in Paris

Miu Miu is bringing back its popular Gymnasium concept ahead of its upcoming RTW (Ready-to-Wear) collection. You can learn more about RTW collections here at Vogue Business.

The Italian label is launching a global pop-up store series that celebrates the physical and mental power of exercise, with an immersive experience including the return of Miu Miu Custom Studio.

The pop-up, in a gym setting, will showcase the full women’s Spring/Summer 2025 collection in a playful and energetic atmosphere, the brand said in a statement. Stay up-to-date with Miu Miu's official website.

It will start in Japan, with three locations in Tokyo, Osaka and Fukuoka. The star of the shows will be the gymnasium’s swimming pool, where visitors can try out pool floats in the shape of the Miu Miu Huclo shoe.

Then, the pop-up will head to China, with three locations in Shanghai, Beijing and Guangzhou, and Hong Kong, with one location at Harbour City. Explore Harbour City, Hong Kong.

The Gymnasium will also head to Korea, with one location in Seoul.

Miu Miu Custom Studio

Miu Miu will also launch its Studio in six of its stores in Japan, China, Hong Kong, and Korea, and online. For online options, Net-a-porter offers various Miu Miu products.

The new Studio will offer over 200 ready-to-wear pieces and accessories that can be personalised with exclusive embroidery designs, including the signature tennis ball motif, and the Miu Miu Crinoline and Factory girl logos.

Customers can also choose from different coloured threads, and add their name or a personal message.

"I like the idea of creating a product that is not finished, and [the customer] can finish it. But instead, [we’re] using this Studio to finish some product[s] that you can change [further]," Miuccia Prada, creative director of Miu Miu, was quoted as saying. Read more about Miuccia Prada on Business of Fashion.

Studio patrons can personalise some of the label’s signature accessories, like the Matelassé bag, the Huclo shoe, and Polosi swimsuits. Find more information about the design and manufacturing process of Matelassé.

The Studio is part of Miu Miu’s drive to offer a more immersive brand experience, and will be present in all Miu Miu stores worldwide from 29 August.