Mira Place 2024 Christmas Campaign - “Mira Giftmas with MUJI

Mira Place launched its innovative Christmas campaign, "Mira Giftmas with MUJI", from 14 November 2024 to 1 January 2025, in collaboration with the renowned Japanese lifestyle brand MUJI. This partnership marked MUJI's first festive collaboration with a shopping mall in Hong Kong, coinciding with their recent relocation from 3/F to the basement at Mira Place in September 2024.

The collaboration aimed to create an engaging shopping and entertainment experience in Mira Place atrium, allowing visitors to explore food and shopping options near MUJI. With a strong following in Hong Kong, this partnership was particularly exciting as it set a new benchmark for holiday celebrations globally.

Incorporation of MUJI’s Brand Elements
The campaign featured MUJI's signature elements, including a warm color palette of red and brown, a striking seven-meter-tall orange-red Christmas tree, a giant Polar Bear Dessert Corner, and a Snowy Crystal Ball, all reflecting MUJI’s identity. The setup also showcased popular treats like marshmallows and bear biscuits, along with playful polar bears in MUJI scarves. A cozy Christmas home display invited visitors to immerse themselves in the brand’s lifestyle.

In addition, the outdoor footbridge at Mira Place was transformed into a giant MUJI gift box, while the Mira Steps became a dreamy Christmas staircase to drive foot traffic.

Engagement and Fun Games
Engaging games that resonated with MUJI’s brand elements were also designed to drive footfall. For instance, Customers received game vouchers with purchases to participate in the "MUJI Giftland interactive game", offering chances to win MUJI gifts. Also, visitors captured unforgettable memories with the highly Instagrammable "Snap with Mi Life4Cut," a four-frame Christmas photo experience.

Celebrity Engagement
To amplify the campaign, pop singer Ivy So, a member of "Collar", was engaged to create buzz. With her youthful energy and social media presence, Ivy was a perfect fit to generate viral content. She appeared at the campaign kickoff ceremony alongside senior management from both brands, where they unveiled a giant MUJI gift box to officially launch the month-long celebration. A series of videos and social media posts were shared, generating significant exposure.