Mira Place Christmas Campaign 2025

Mira Place launched "Gift Warmth this Christmas" in collaboration with UNIQLO, celebrating the brand's 20th anniversary at Mira Place and its expansion into the largest Kowloon flagship store. The campaign transformed Mira Place into the world's first "warm and fleecy" Christmas Wonderland—a festive carnival destination that redefined holiday shopping through immersive installations and interactive entertainment.
A Spectacular Festive Carnival Infused with UNIQLO’s Brand Elements
The campaign featured six immersive photo spots: a 7-metre Christmas Tree House with an UNIQLO Fleece & HEATTECH Wall where visitors could touch and feel the brand's signature warm fabrics; a 4-metre Immersive Snowman House with light projections and snowflake effects; and a Joyful Coffee Cup Carousel inspired by a traditional merry-go-round. Additional installations included festive reindeer, UNIQLO gift boxes, and a warm cottage with plush snow boots. Every 15 minutes, a light and music show illuminated the atrium. The festive spectacle extended outdoors with a giant inflatable Christmas beanie and the Mira Steps transformed into a glowing Christmas staircase illuminated from 5pm onwards. Singer Jaime was engaged as the kick-off event guest to unveil the campaign and created an original song matching the theme. Jaime performed the song for the first time during the kick-off event, and it was used throughout the campaign period on social media and in-mall background music to enhance the festive atmosphere.
Integrated Entertainment, Rewards, and Partnership Impact
The "Gift Warmth Claw Game" offered over 3,000 festive prizes, including UNIQLO HEATTECH apparel and travel sets. A standout element was the exclusive "Gift Warmth this Christmas" shopping bag blind box featuring four original designs incorporating characters and features from the mall's decorative installations, enticing customers to spend and collect all designs. Exclusive merchant Christmas offers complemented the festive atmosphere, while shopping rewards incentivized extended mall visits. Santa Claus meet-and-greet events on select December dates added traditional holiday charm. This comprehensive approach transformed the campaign into a complete festive destination experience, positioning Mira Place as a premier Christmas celebration hub in Hong Kong while strengthening UNIQLO's brand presence through authentic, memorable experiences.