the—miumiu is a private salon for thinking women offering a convivial setting to meet, eat, imbibe, converse, reflect and shop. the—miumiu—london was the inaugural iteration of the itinerant club. Housed in the landmarked Café Royal, the club hosted a roster of women-centric activities from film screenings of Miu Miu’s The Women’s Tales, roundtable discussions, guest chefs, a shopping salon with the brand’s Resort and SS 2013 collections, and special collaborations with Stephen Jones and Vivienne Westwood.
We worked with our close collaborators at Prada to help conceptualize the experience, develop branding, and a social networking hub. Our modular identity system reflects its range of activities and peripatetic nature. The printed collateral and branded accessories, including an invitation portfolio, menus, shopping bags, notepads, and coat check tags were produced especially for the club, reflecting its exclusive nature. The online corollary of the physical experience occupied the.miumiu.com in a customized Tumblr theme, broadcasting high quality content specifically generated by the Club to the outside world. Editorial coverage of the—miumiu—london positioned the brand as intimately attuned to the intellectual and creative lives of the women to which it relates.
