[First in Shanghai] Tradition Reborn, Futures Imagined in Shanghai's Latest Landmark Openings

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 latest openings continue to redefine the city's lifestyle landscape – where heritage meets innovation, and global flair blends seamlessly with local stories. From Xintiandi Dongtaili, a reborn landmark fusing history with vibrant urban life, to Rockfish Weatherwear's dreamy British flagship at Fengshengli, and Her Friends, a cozy new haven for scent and self-care, each debut brings a distinct flavor to the scene. Even Taobao Vision's futuristic flagship is transforming how we shop, merging AI (artificial intelligence), 3D (three dimension), and XR (extreme reality) for a glimpse into tomorrow's retail world.

Xintiandi Dongtaili | 新天地东台里

Located on the east side of Shanghai Xintiandi, Xintiandi Dongtaili officially opened at the end of September.

Spanning 88,000 square meters of open space, with a 39,000-square-meter mega complex and a 6,500-square-meter panoramic canopy, it's built to impress.

Featuring over 10 multi-dimensional public zones, sky bridges draped in lush greenery, tiered rooftop terraces, and a 250-meter-tall office tower, this new landmark makes the perfect backdrop for your next cinematic photo moment.

Here, "diverse living" is taken to the next level – whether you're in the mood to shop for trendy brands and eat great food by day, belt out tunes and catch a live show by night, or unwind and recharge over the weekend, this place has you covered.

From debut sportswear stores to niche designer labels, from global cuisines to local street eats, 260 stores are gathered here, including top-tier first stores across dining, sports, and beauty categories. It truly earns its title as a "super complex" – a paradise for trendsetters, foodies and wellness lovers alike.

More than 60% of the restaurants feature outdoor terraces or open seating areas, continuing Xintiandi's signature al fresco dining and social vibe – intimate yet dynamic.

The first wave of restaurants has already arrived, offering everything from Italian, Japanese, and Spanish to Sichuan, Shunde, and Guizhou cuisine. You'll also find local time-honored brands, traditional craft-based dining concepts and new-generation brands.

When night falls, the fun is just getting started! The nightlife scene here is packed with energy.

AI Cinema & Party King, the brand's first store in China, blends a cinema, VR (virtual reality) theater, arcade, and lounge bar into one. With its 4K OMIS panoramic sound theater and full-sensory VR zone, it's a playground you won't want to leave. Owner Club runs from afternoon tea to late-night parties, serving as an urban escape for those seeking to unwind and rediscover themselves.

Many restaurants now stay open later and offer curated "tipsy menus," with about 30% of venues – including restaurants and KTV – open until 2am.

Catering to the younger crowd, Dongtaili also brings together a strong lineup of premium sports and outdoor brands, including The North Face's new full-category flagship, Under Armour Outdoor's first flagship in China, NB Grey, and Onitsuka Tiger's latest concept store, among others.

To continue Xintiandi's signature chic spirit, the complex also features a collection of luxury skincare brands and home & lifestyle stores debuting in Shanghai, catering to those seeking elevated living.

The name "Dongtaili" pays tribute to Dongtai Road, a street steeped in history.

Stretching 586 meters, Dongtai Road was first built in 1902 (the 28th year of Emperor Guangxu's reign in the Qing Dynasty (1644-1911) under the name Taishan Road, and renamed Dongtai Road in 1943.

It was once home to Shanghai's earliest street stall selling antiques. In 1988, it officially became the Dongtai Road Antique Market, and at its peak, nearly 200-300 shops crowded into less than 600 meters – a must-visit spot for both locals and overseas visitors.

After closing in 2015 for urban renewal, this street – once a memory shared by generations of Shanghainese – has now been reborn a decade later with a brand-new look.

Address: 111 Jian'an Rd | 吉安路111号

Metro: Lines 1, 8, 10, 13, 14

Rockfish Weatherwear

On October 12, Rockfish Weatherwear, the British lifestyle brand that went viral for its ballet flats, opened its first flagship store on the Chinese mainland at Fengshengli.

Originating in the United Kingdom, Rockfish Weatherwear combines classic British functionality with a touch of Korean trendiness, making it a favorite among young Chinese women.

Inside, the two-story flagship continues Rockfish's retro British aesthetic, layered with Korean minimalist touches – vintage wooden textures, artistic displays, and soft lighting come together to create a warm yet stylish atmosphere.

The store also hosted the domestic debut of the brand's collaboration with designer Susan Fang.

The collaboration collection, themed "A Gift from the Stars," draws inspiration from the starry sky and London's nightscape. Snowflakes, starlight, and moonlight are reimagined in shoes, bags, and accessories – blending cozy, dreamlike elements with winter fashion.

A themed installation popped up on Fengshengli's central plaza: A giant pastel-hued "Starry Gift Bag" in lilac, baby blue, misty pink, and soft white showcased the collaboration items, quickly becoming the city's newest photo-worthy fashion hotspot.

Opening Hours: 10am-10pm

Venue: Fengshengli Building C ｜ 丰盛里C栋

Address: 241 Maoming Rd N.｜ 茂名北路241号

HerFriends

HerFriends, a lifestyle concept store combining art, community, beauty, and self-care, opened its first national flagship in Shanghai on October 10.

The store features a curated selection of fragrance-inspired beauty and care products – from hair oils to hand creams – all from distinctive boutique brands. The displays are beautifully arranged, and the cozy, soothing environment makes it a pleasure to browse and explore.

If you happen to come across something that catches your eye, it was most likely handpicked by the owner.

There's also a section dedicated to hair accessories and a cozy seating area. If you get tired while browsing, you can take a break on one of the soft sofas – no purchase necessary. It's worth mentioning that beside the sofas sit several "Stray Bears" from Homeinstinct, each with a unique look and paired with a different scented sachet – they're truly irresistible.

There's also a coffee and beverage counter. In the mornings, they serve kombucha coffee – a great option if regular coffee feels a bit too strong for you. And if you're a coffee lover, you'll notice a coffee-scented fragrance displayed right at the bar.

The highlight of the store is a small corner featuring a record player installation, a creative collaboration between HerFriends and Xiaohongshu (RedNote) influencer Leong.

The record has been designed to look like a real vinyl disc, but with a candle embedded at its center. Next to it sits an actual record. Simply open the NetEase Cloud Music app on your phone, place your phone over the tag in the lower-right corner, and the music you choose will start to play. Then pick your favorite candle, light it, and let the warm glow and soft tunes create an effortlessly romantic vibe.

Opening hours: 10am-6pm

Venue: Near Crystal Plaza | 晶耀前滩附近

Address: Qianjiatan Road, Delengfang | 钱家滩路,得乐坊

Taobao Vision | 淘宝Vision未来旗舰店

Taobao Vision Future Flagship Store made its Shanghai debut on September 26, opening at Yuyuan Road.

The store creates a futuristic retail experience, allowing visitors to virtually test products like perfumes, Xpeng AeroHT's flying cars, Xiaomi SU7, and DJI drones using Apple Vision Pro technology.

Designed as a next-generation shopping space, Taobao Vision integrates AI, 3D, and XR technologies to let brands showcase unlimited SKUs (stock keeping units) within limited physical space – giving consumers an immersive "cloud shopping" experience where they can explore endless products without leaving the store.

The brand plans to expand to Shenzhen, Changsha, Zhengzhou, and more cities soon.

Address: Lane 48, 1088 Yuyuan Rd | 愚园路1088弄48号