[Hai Streets] A Walk Through Shanghai's Most Glamorous Fashion Avenue

Hai Streets is our semi-regular column on Shanghai's great commercial arteries. From Nanjing Road East's blend of heritage storefronts and pop-culture malls to Huaihai Road's luxe lanes and Hongqiao area's international cultural diversity hubs, we explore how Shanghai's commercial hubs drive billions in sales and shape the city's identity – where commerce, culture and history collide in neon, nostalgia and non-stop foot traffic.

Nanjing Road West, often referred to as Shanghai's Fifth Avenue, is the city's most upscale commercial district. This famous boulevard in Jing'an District boasts luxury fashion houses, landmark skyscrapers, historic international architecture, and revitalized urban spaces.

The street has evolved from a commercial street into a global luxury destination where fashion, culture, and architecture meet. International flagship boutiques and heritage buildings coexist with new mixed-use developments in Shanghai's urban transformation.

This city walk starts near Jing'an Temple and gradually moves east along Nanjing Road W., introducing 12 destinations that illustrate how the district became one of Asia's most influential luxury retail neighborhoods.

Start Point: 1788 Square & Wheelock Square 1788广场&会德丰广场

The walk begins at the 1788 International Center, a modern Grade-A office and retail complex that reflects Shanghai's sustainable urban design. Energy-efficient systems and lifestyle-oriented retail, including luxury home concepts such as Fendi Casa, mark the start of high-end consumption on this street.

Standing beside it is Wheelock Square, a 270-meter landmark tower designed by Kohn Pedersen Fox. Here, the luxury landscape expands beyond traditional fashion, with premium performance brands such as Arc'teryx representing the rise of high-end lifestyle and outdoor culture within Shanghai's luxury ecosystem.

These buildings mark the start of Jing'an's luxury commercial district.

Address: 1788 Nanjing Rd W. / 1717 Nanjing Rd W. 南京西路1788号/ 南京西路1717号

Stop 1: Fengsheng Li · Jing'an Temple Plaza 丰盛里 · 静安寺广场

Close by is Fengsheng Li · Jing'an Temple Plaza, a recently redeveloped public space that represents Shanghai's approach to urban renewal. Originally completed in 1999 as Jing'an Temple Square, the site was redesigned and reopened in 2024 as a lively commercial and cultural destination.

The redevelopment combines contemporary architecture with subtle references to traditional Chinese aesthetics. Lotus-inspired spatial patterns and carefully curated materials create a refined atmosphere that connects the modern plaza with the historic Jing'an Temple nearby.

A major highlight is the Apple flagship store, whose architectural design draws inspiration from the magnolia, Shanghai's official city flower.

Address: 1699 Nanjing Rd W. 南京西路1699号

Stop 2: Jiuguang Department Store 久光百货

Jiuguang Department Store, opened in 2004, quickly established itself as one of Shanghai's top luxury retailers. The department store has over 500 international and domestic brands and is next to Jing'an Temple and the metro station.

It combines Japanese retail service with Hong Kong department store management to create a refined, customer-focused shopping experience. Lower floors have luxury fashion and cosmetics boutiques, while upper floors have contemporary fashion, lifestyle brands, and restaurants.

Within its multi-level layout, visitors encounter top-tier maisons such as Hermès and Dior, alongside globally established brands including Gucci and Max Mara, as well as accessory labels like Montblanc.

The basement gourmet hall is particularly popular for its imported delicacies and Japanese specialty foods.

Address: 1618 Nanjing Rd W. 南京西路1618号

Stop 3: Réel Department Store 芮欧百货

Across the street stands Réel Department Store, a fashion-forward shopping destination known for its distinctive architectural concept. The building's design draws inspiration from a crystal snow globe, symbolizing elegance, imagination, and contemporary lifestyle.

Visitors entering the mall are welcomed by Salvador Dalí's iconic sculpture "Nobility of Time," a surreal melting clock that has become an artistic landmark along Nanjing Road W.

Réel focuses on designer labels and curated boutiques, making it a favorite destination for fashion enthusiasts seeking independent brands and cutting-edge styles. Brands such as Alexander McQueen and Maison Margiela anchor the space, complemented by contemporary names like Thom Browne and AMI Paris, reflecting a shift toward individuality and design-driven consumption.

Address: 1601 Nanjing Rd W. 南京西路1601号

Stop 4: Jing'an Kerry Center 静安嘉里中心

Jing'an Kerry Center is a mixed-use development opened in 2013. The complex combines retail spaces, office towers, luxury hotels, and serviced apartments, forming a dynamic urban hub in the Jing'an district.

With hundreds of brands and millions of visitors annually, Jing'an Kerry Center has become one of the most active commercial destinations along Nanjing Road W. The retail mix includes accessible luxury brands such as Chloé and Marc Jacobs, alongside contemporary labels like Moschino, Longchamp, and Tory Burch, catering to a broader and more diverse urban audience.

A highlight is Anyi Night Alley, a popular outdoor market street that transforms into a lively weekend destination featuring street food, creative stalls, and live performances.

Address: 1515 Nanjing Rd W. 南京西路1515号

Stop 5: Shanghai Center 上海商城

Next is the Shanghai Center, one of the earliest large-scale international developments in Shanghai. Designed by American architect John C. Portman Jr. and opened in 1990, the complex integrates offices, serviced apartments, retail spaces, theaters, and the iconic Portman Ritz-Carlton Hotel.

Its architecture combines Art Deco inspiration with Chinese design motifs, reflecting Shanghai's historical role as a meeting point between East and West. Luxury here is understated, represented by brands such as Miu Miu, which blends high fashion with a more youthful, modern sensibility.

For decades, the Shanghai Center has served as a gathering place for diplomats, international businesses, and expatriate communities.

Address: 1376 Nanjing Rd W. 南京西路1376号

Stop 6: JC Plaza 锦沧文华广场

Further along Nanjing Road W. stands JC Plaza, a newly revitalized commercial complex built on the site of the former Shanghai JC Mandarin Hotel.

The redevelopment combines preserved architectural elements with modern design, creating an elegant retail environment that houses luxury fashion boutiques, lifestyle stores, and fine dining restaurants. The presence of brands such as Maison Margiela and Marni highlights the increasing importance of avant-garde and design-led luxury within the city's fashion landscape.

This project reflects Shanghai's broader effort to integrate historic urban memory with contemporary commercial life.

Address: 1225 Nanjing Rd W. 南京西路1225号

Stop 7: Plaza 66 恒隆广场

Few destinations symbolize luxury shopping in Shanghai more clearly than Plaza 66. Opened in 2001, the complex features a five-story luxury shopping mall and two office towers.

Often described as the home of luxury brands in China, Plaza 66 houses flagship boutiques of many of the world's most prestigious fashion houses.

Many global brands launched their first mainland China flagship stores here, establishing the mall as the epicenter of luxury retail in Shanghai.

Here, ultra-luxury maisons such as Hermès, Chanel, Dior, Louis Vuitton, Cartier, and Bvlgari establish the highest tier of global fashion presence.

They are joined by flagship stores from major fashion houses including Prada, Gucci, Saint Laurent, Balenciaga, Valentino, Versace, Givenchy, and Fendi, alongside heritage brands such as Giorgio Armani, Burberry, Celine, Loewe, and Delvaux.

Fine jewelry and lifestyle brands, including Tiffany & Co, Buccellati, Tasaki, Mikimoto, Moncler, and Thom Browne, complete the ecosystem, reinforcing Plaza 66 as the pinnacle of luxury concentration in Shanghai.

Address: 1266 Nanjing Rd W. 南京西路1266号

Stop 8: CITIC Square 中信泰富广场

Located at the intersection of Nanjing Road W. and Jiangning Road, CITIC Square forms part of the district's well-known commercial triangle along with Plaza 66 and former Westgate Mall.

CITIC Square presents a more diverse mix of luxury and contemporary fashion. Established brands such as Versace and Dunhill coexist with younger, more trend-driven labels, including MCM and Vivienne Westwood, illustrating the evolving consumer landscape.

Address: 1168 Nanjing Rd W. 南京西路1168号

Stop 9: Join Buy Zhongbai Top Grade Shopping Street 九百中安名品长廊

Join Buy Zhongbai Top Grade Shopping Street has become a specialized destination for luxury watch collectors. The arcade houses boutiques from several prestigious international watchmakers and is known for its concentration of high-end horology brands.

It's anchored by Vacheron Constantin and Jaeger-LeCoultre, alongside globally recognized brands such as Rolex, IWC, and Omega. Brands such as Longines and Tudor further broaden the offering, making it a comprehensive destination for watch collectors.

Address: 1045 Nanjing Rd W. 南京西路1045号

Stop 10: Zhangyuan & Fengsheng Li 张园&丰盛里

This stop brings visitors to the Zhangyuan and Fengsheng Li area, one of Shanghai's historic shikumen neighborhoods. Built in the late 19th century, the area has undergone careful restoration and redevelopment.

Zhangyuan blends historic stone-gate architecture with boutique retail, cafés, and cultural spaces, offering a rare glimpse into old Shanghai within a modern luxury district.

At Zhangyuan, luxury takes on a more temporary and experiential form. The restored shikumen architecture provides a setting for rotating pop-up stores from major international brands, creating a constantly evolving retail landscape.

Address: 258 Maoming Rd N./ 237 Maoming Rd N. 茂名北路258号/ 茂名北路237号

End Point: HKRI Taikoo Hui 兴业太古汇

The walk concludes at HKRI Taikoo Hui, where luxury retail is fully integrated into a modern urban lifestyle complex. The mall hosts flagship stores from major fashion houses such as Louis Vuitton and Prada, alongside brands including Givenchy and Loewe.

Complementing these are lifestyle-oriented labels such as Max Mara, Moncler, Thom Browne, and Canada Goose, reflecting the diversification of luxury consumption in contemporary Shanghai.

This final stop represents the most mature stage of Nanjing Road W.'s evolution into a global luxury destination.

Address: 789 Nanjing Rd W. 南京西路789号