[First in Shanghai] Retail Reaches New Heights as Adererror Lands And Longchamp Shines

First in Shanghai is our column documenting the rise of Shanghai's "debut economy," a model built on being first, fast and everywhere at once. What started as a policy initiative has morphed into a citywide phenomenon: part economic strategy, part cultural spectacle. In this series, we explore how brands – both local and global – are choosing Shanghai not just to launch products, but to create moments. It's retail as ritual, commerce as event, and we're here to unpack what it all means.

Shanghai's retail landscape is once again brimming with excitement, as a wave of new flagship stores and experience spaces redefine what it means to shop, sip, and socialize in style. From Seoul's cult label Adererror setting up its first China flagship at Hedong Residence, to Longchamp's elegant global debut of La Maison Longchamp, and from The North Face's immersive member hub in Xintiandi to Rapha's cycling-inspired clubhouse on Donghu Road, each new arrival reflects a brand's unique vision of lifestyle and creativity. Meanwhile, Oriental Beauty Valley's Future Beauty City takes innovation to the next level–blending science, technology, and culture into a futuristic showcase of Shanghai's "first-release economy."

Adererror Shanghai Space

Another cult-favorite fashion label has landed in Shanghai!

Korean trendsetter Adererror has opened its first flagship store in China, located inside the historic Sir Robert Ho Tung building – designed by architect László Hudec during his time at Curry, R.A. The launch marks a major milestone in the brand's expansion across Asia.

Right at the entrance, a giant Dalmatian installation instantly grabs attention and has already become a new must-visit photo spot for trend lovers. The dog's lifelike details make strolling through the store feel more like visiting an art exhibition.

The two-story space features a minimalist palette of black, white, and gray, combined with metallic and stone textures and industrial-style lighting, creating an immersive atmosphere that feels both futuristic and artistic. Every detail – from the staircase and fitting rooms to the lighting – has been meticulously designed.

The first floor houses Adererror's main fashion collection, along with lifestyle brand Aoesak and the F&B concept Pod Ritual. The second floor focuses on the Signficant line, a more casual and everyday sub-brand with a wide variety of products.

Founded in 2014, Adererror is known for being gender-neutral, with its signature blue collages and muted tones making it a go-to label among Gen Z fashion lovers. From the very beginning, the brand gained the favor of countless Korean celebrities, and within just a few years it built a huge following among trendsetters and stars – with many of them seen wearing its iconic pieces.

Opening Hours: 11am – 9pm

Venue: Sir Robert Ho Tung | 何东旧居

Address: Bldg 5, 1/F, 457 Shaanxi Rd N. | 陕西北路457号5幢1楼

Longchamp | 珑骧之家

Longchamp's first-ever standalone experience space worldwide, La Maison de Famille Longchamp, officially opened on October 28 at Wukang Road.

This standalone villa of nearly 200 square meters marks a global first for the brand.

Designed by Fred & Farid Shanghai, the concept centers on a "bird's nest" motif – symbolizing warmth, family, and Longchamp's dedication to craftsmanship. Surrounded by a tranquil garden, the building exudes the timeless charm of modernist architecture.

Inside, the space is divided into a living room, staircase, playroom, dining room, library, and dressing room, each "adopted" and named by members of the Longchamp family, and decorated according to their unique personalities and philosophies.

In the future, La Maison de Famille Longchamp will regularly host art and cultural events, brand salons, and lifestyle-themed experiences, all dedicated to expressing the essence of French living.

Address:12 Wukang Rd | 武康路12号

Rapha

British cycling lifestyle brand Rapha opened its first Chinese mainland store for trial operations on November 6, located at Donghu Road.

The two-story flagship, named Clubhouse, is a direct-operated store co-created with Factor Bikes.

The first floor features a coffee and tea bar and showcases the Pro and Team collections, while the second floor offers the Core, Classic, and Factor collaboration lines.

Founded in London in 2004 by Simon Mottram, Rapha is a premium cycling apparel brand with a mission to "inspire the world to live life by bike."

Dubbed the "LV of cycling wear," Rapha emerged to fill the market gap for performance-driven yet stylish cycling gear and has since become a global benchmark in the cycling community.

With high-end positioning and price points starting around 1,000 yuan(US$140), its core product lines cover racing, everyday riding, and long-distance series – combining technical performance with aesthetic design.

Using premium materials such as Rheon active polymers, organic cotton, and merino wool, Rapha incorporates windproofing, water resistance, and reflective protection into its products. Many items even come with repair kits, reflecting its commitment to sustainability.

Community is at the heart of Rapha's DNA. Since the founding of the Rapha Cycling Club (RCC) in 2015, it has grown to over 23,000 members worldwide, connecting cyclists through rides and exclusive member privileges.

After officially entering the Chinese market in 2024, Rapha quickly expanded both online via Tmall and offline through retail partners, topping the Double 11 cycling apparel category and launching the Shanghai RCC chapter.

Address: 20 Donghu Rd | 东湖路20号

The North Face | 北面

The North Face unveiled its first member center in the Asia-Pacific region at Xintiandi Dongtaili, marking a strategic upgrade in its retail experience across the region.

This flagship space integrates retail, immersive experiences, and community engagement, fully merging the brand's spirit of exploration with evolving consumer needs.

The store features a personalized member customization zone, powered by the brand's membership system, offering services such as gear personalization and Shanghai-themed gift redemptions. It also plans to host year-round online and offline community events.

Venue:Xintiandi Dongtaili |新天地东台里

Address: 111 Ji'an Rd | 吉安路111号

Oriental Beauty Valley · Chando Future Beauty City | 东方美谷·未来美妆城

The first "Future Beauty City" in Shanghai has officially made its debut.

Rising as a new landmark in Fengxian District, the visionary Oriental Beauty Valley · Chando Future Beauty City is redefining industrial tourism with a seamless blend of cutting-edge technology, cultural charm, and immersive retail experiences.

As part of Shanghai's "first-release economy" strategy, the Future Beauty City embodies the city's vision of blending innovation with lifestyle. It's a place where you can touch the future of beauty, and understand the science behind the products.

This futuristic complex invites beauty enthusiasts to witness, experience and purchase beauty products like never before. As one of Shanghai's Top 10 Landmark Cultural Tourism Projects for 2025, this destination represents Shanghai's continuous innovation in blending industry, culture, and commerce.

Must-See Highlights:

1. Cosmetics Science & Art Exhibition

Learn the science behind beautiful skin through interactive exhibits like Data-Driven Skin Analysis and Aerospace Skincare Technology. Visitors can experience the digital skin diagnistic station and indulge in the aerospace zone to understand how technology inspires beauty breakthroughs.

2. Smart Factory & "Lights-Out Logistics" Center

Tucked within the "2024 Shanghai Advanced-Level Smart Factory" of sustainable innovations lies a showcase of modern manufacturing brilliance. Operating with two fully automated lines, it produces 7 million bottles of lotions and emulsions and 2 million lipsticks annually.

But what truly sets this facility apart is its carefully-thought design. Environmental consciousness is woven into every detail with solar panels spreaded across the rooftop, generating 3.5 million kWh of clean energy each year which powers 80% of the facility's needs.

Beyond that, every drop of water is recycled, and packaging are replaced with reusable green solutions.

3. Factory Outlet & Chando Cafe

As the only direct-sale venue in China carrying all brands of Shanghai's Chando Group, visitors can purchase the products right after the immersive experience at exclusive prices. The adjacent Café provides coffee and desserts themed on the iconic ingredients from Xizang which inside the cosmetic products.

Address: 889 Wangyuan Rd | 望园路889号