Miu Miu Beauty invites visitors to celebrate the holidays with a limited-time immersive pop-up experience at Aventura Mall in Florida.  

Running exclusively from November 20, 2025, until January 10, 2026, Miu Miu Beauty invites guests to step into the world of Miutine – Miu Miu Beauty’s new feminine fragrance. 

The Miutine Holiday House transforms the center court of Aventura Mall into a multi-sensorial home away from home.

Juliette Ferret, Miu Miu Beauty US General Manager,

“We’re launching The Miutine Holiday House at Aventura Mall as our largest and most definitive immersive retail expression for Miu Miu Beauty in the U.S. We strategically selected Miami, and specifically Aventura Mall, which is one of the nation’s premier luxury retail destinations, as the perfect location for our first holiday expression ever.” 

Conceived as a cozy house, the experience begins at the vanity, where visitors are invited to explore the definition of Miutine. From there, the journey leads into the dining room, featuring a holiday-dressed table that sets the stage for an olfactory discovery of Miutine’s key ingredients. 

At the heart of the house lies the game room, offering a cozy atmosphere filled with holiday magic, complete with a Miutine holiday tree and a glowing fireplace. Here, guests are encouraged to enjoy moments of togetherness and community with Miu Miu backgammon and checkers. 

The journey continues into the home office space, furnished with vintage typewriters, where on select days, a live typist will craft personalized notes as intimate keepsakes, accompanied by takeaway postcards and polaroids.

Ferret added,

“Its trendsetting energy, and dynamic multicultural demographic provide the perfect stage for our new fragrance Miutine, especially during this pivotal holiday season. This state-of-the-art, interactive Holiday House is designed to be a lived-in, intimate setting, inviting shoppers not just to discover, but to step directly into Miu Miu Beauty’s distinctive duality, finding magic and unexpected joy that deeply resonates with the city’s pulse and the spirit of the season.”

Before departing, guests are encouraged to visit the living room to customize their bottle after purchase and visit the Miu Miu gift-wrapping station to finalize their holiday gifts. 

As visitors wander through the various spaces of The Miutine Holiday House, the gourmand and sophisticated scent of Miutine fills the air, an invisible thread weaving together the entire experience.

At the heart of the experience is Miutine, a new fragrance that captures the ultimate essence of the Miu Miu woman: youthful in spirit, and unconventional. 

Created by Master Perfumer Dominique Ropion, the scent is a mischievous twist on the classic chypre, with a gourmand cheekiness. It combines notes of wild strawberry, brown sugar, gardenia, and patchouli for a fragrance that is refined and rebellious. 

The scent is captured in a toffee-toned matelassé flacon.

Launched worldwide in August, Miutine Eau de Parfum is fronted by Global Ambassador Emma Corrin, capturing the irreverent and youthful spirit of the Miu Miu woman, and joined by U.S. Ambassadors Chloë Sevigny, Coco Gauff, and Paloma Elsesser, who add their own perspective to the world of Miutine. 

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