First in Shanghai is a column about Shanghai's "debut economy," which emphasizes being first, fast and everywhere. The policy project has become a citywide phenomenon combining economic planning and cultural spectacle. This series will examine how local and international companies are using Shanghai to launch goods and create experiences. Its retail is ritual, and commerce is an event, and we're here to explain what it all means. Here are some of the latest "first stores" to launch in the city.

Shanghai's first-store fever is going strong – and we're here to keep you in the loop.

From global heavyweights making their debut to brand-new concept stores popping up around the city, there's always something fresh to discover.

This Week's Debuts: Your weekly roundup of new openings you won't want to miss.

Mi Shang Prada Rong Zhai | 迷上Prada荣宅

Internationally acclaimed film director and producer Wong Kar-wai conceived and curated Mi Shang Prada Rong Zhai, now officially open in Shanghai.

Inside the historic Prada Rong Zhai mansion in Jing'an District, this is Prada Group's first dining space in Asia. The elegant restaurant on the second floor offers all-day coffee and dining with a menu inspired by Chinese flavors fused with Italian cuisine. Open daily from 10am to 10pm, it serves breakfast, lunch, afternoon tea, dinner, and cocktails.

It marks Prada's second collaboration with Wong Kar-wai. Inspired by the philatelic concept of "Tête-bêche (对倒)," or inverted pair stamps, which convey reflection, mirroring and juxtaposition, Wong visualizes a cultural dialogue between Milan and Shanghai – blending the two worlds: "You in me, me in you." This idea flows throughout the space, where subtle design elements and intricate detailing echo Prada's timeless elegance and Rong Zhai's historical heritage.

Venue: Prada Rong Zhai | Prada荣宅

Address: 186 Shaanxi Rd N. | 陕西北路186号

Casa Loewe Shanghai | 罗意威之家

Loewe, the Spanish luxury brand under LVMH, opened its first Loewe House in Shanghai at Jing'an Kerry Center. It's also the largest Loewe boutique in Asia.

Covering 650 square meters, the striking facade is covered with 35,000 golden handmade ceramic tiles from Barcelona's Studio Cumella. Inspired by Loewe's signature folded leather pattern, these tiles are made from materials sourced from Spain's eastern mountains, creating a shiny, reflective golden surface that instantly grabs attention.

Venue: Jing'an Kerry Cener | 静安嘉里中心

Address: 1/F, 1515 Nanjing Rd W. | 南京西路1515号一层

Gentle Monster x Bratz

Gentle Monster officially unveils the 2025 Pocket Collection, launching alongside a limited-edition Bratz® collaboration doll.

Staying true to Gentle Monster's signature aesthetic, the 2025 Pocket Collection, includes 21 new styles, features sleek, refined silhouettes with carefully crafted lines. To celebrate the launch, exclusive pop-up experiences will take place in four cities: Bangkok, Los Angeles, Seoul, and Shanghai.

The global debut kicks off in Bangkok at Siam Discovery on May 29, with flagship store activations launching simultaneously on May 30 in Los Angeles, Seoul, and Shanghai.

Venue: Haus Nowhere Shanghai | Haus Nowhere上海

Address:798–812 Huaihai Rd M. | 淮海中路798-812号

Hugo Boss | 雨果博斯

German brand Hugo Boss has officially opened its first flagship store in China, which also includes Asia's first Boss Café. This marks the brand's latest global flagship after Düsseldorf, London, Dubai, and Tokyo.

Besides classic formal wear, the store also offers apparel for cycling, skiing, golfing, and tennis. A dedicated tailoring area provides custom-fit services to meet every customer's needs.

Venue: Jing'an Kerry Center | 静安嘉里中心

Address: East Wing, 1515 Nanjing Rd W. | 南京西路1515号东区

EviDenS de Beauté | 伊菲丹

French luxury skincare brand EviDenS de Beauté opened its biggest Asian flagship in Shanghai's Zhangyuan, also its first "castle" concept experience store in Asia.

Inspired by founder Charles-Edouard Barthes' Château de Montfort (蒙福特城堡) in France, the store incorporates the elegance and heritage of the ancient castle into its design. Inside, artworks by French masters such as Jean Cocteau and Matisse are seamlessly integrated into the space, offering visitors an artistic journey through time.

Venue: Zhangyuan | 张园

Address: Bldg 17, Lane 188, Maoming Rd N. | 茂名北路188弄17号楼

Giolitti Gelato | 乔立蒂

Remember the iconic scene where Hepburn enjoys gelato at the Piazza di Spagna? That gelato came from Giolitti, a century-old Roman brand founded in 1900.

The gelato shop favored by Audrey Hepburn in "Roman Holiday" has landed in Shanghai! Its first China store is on Maoming Rd S. in Jing'an District.

The shop offers 24 flavors, including classics such as pistachio, tiramisu, and white truffle, staying true to authentic Italian tastes.

The shop owner Giordano, a former student of Peking University, has a deep understanding of Chinese culture. A television in the main hall plays black-and-white scenes from the Hepburn movie, while a wall-sized still from the film has become a popular photo spot.

The gelato is all-natural, made with fresh milk, cream, sugar, fresh fruits, and nuts, without any added water, resulting in lower fat and air content than regular ice cream. All sauces and ingredients are imported from Italy to ensure authentic taste.

Venue: Giolitti Gelato | 乔立蒂

Address: Lane 197 & 193, No. 8, Maoming Rd N. | 茂名北路197,193弄8号

One Piece Mugiwara Store |《海贼王》"草帽商店"

The first official flagship store of the One Piece Mugiwara Store, authorized by Toei Animation, has opened on the second floor of Bailian ZX in Shanghai.

As the official merchandise store for the wildly popular anime "One Piece," it offers a wide range of licensed products – from toys and apparel to lifestyle goods – featuring beloved characters from the series.

Backed by a massive fanbase, the brand previously held pop-up events in Shanghai, Chengdu, and Guangzhou, giving fans plenty of opportunities to engage with the world of "One Piece."

Venue: Bailian ZX | 百联ZX创趣场

Address: 2/F, 340 Nanjing Rd E. | 南京东路340号2楼

Rua Friends

Rua Friends, a healing lifestyle concept store themed around plush toys, has opened its first Shanghai location in North Bund Raffles Plaza (北外滩来福士).

Featuring a curated selection of plush toys and home goods, Rua Friends is known for Jellycat toys and custom plush bouquets. The store also offers German plush brand NICI and handcrafted wool blankets and accessories from the UK, quickly becoming a go-to spot for cute, cozy finds.

Venue: North Bund Raffles Plaza | 北外滩来福士

Address: B2, 999 Dongdaming Rd | 东大名路999号B2层