Miffy pop-up draws huge crowds to Antwerp Hema

The Miffy experience store in Antwerp proves to be a hit: hundreds of people lined the shopping street Meir this morning. The pop-up store in the local Hema remains open until 31 October.

“A bit shocked”

Long before opening time Friday morning, nearly a thousand people were lining up to discover the Miffy experience store. “We organise pop-ups at Hema quite regularly, and always expect a good turn-up. Even then, I am a bit shocked by the long queue this morning”, general manager Carla Velghe told Belgian newspaper HLN. Velghe believes all ages are still attracted by Miffy.

Hema had to take crowd-controlling measures: visitors were only allowed into the pop-up in groups of fifty. More than a thousand products were sold in the first hour. RetailDetail was able to capture a small video of the long queue: