Miu Miu, part of the Prada Group, launched Miu Miu Radio, a global experiential retail format, to introduce its "At Work" collection as part of a coordinated retail activation in January 2026. Flagship stores in Milan, Paris, London, and Dubai were transformed into live "on air" radio stations, with parallel activations extending to Seoul, Tokyo, Hong Kong, New York, and Beijing.

Each location turned retail into a shared, immersive experience through live music, interviews, and performances, blending product, culture, and community in real time. In Milan, the on-air lineup featured Giorgia Fasce and Sasha Maria Bell; in London, Camille Charrière and Julia Sarr-Jamois brought their own voices to the format.

Behind the initiative was a global concept developed alongside an operational and creative toolkit built for consistent execution across every store. International coordination allowed each city to adapt the format locally while staying true to a single creative vision, with direct production handled in Milan, Paris, London, and Dubai, turning retail into a live, connected stage for the brand.