Shanghai's Huangpu district, home to iconic shopping spots like East Nanjing Road, Middle Huaihai Road, and Yuyuan Garden, is cementing its status as Shanghai's top destination for brand debuts. In the first half of this year, Huangpu attracted 125 new "first stores" from major and rising brands.

One standout is the i.t blue block flagship store, which recently opened at Xintiandi Plaza on Middle Huaihai Road. Covering nearly 3,000 square meters, the store showcases over 50 international and local fashion labels. Its design, a mix of traditional Shanghai Shikumen architecture and modern industrial style, creates an immersive and dynamic shopping experience.

Xintiandi Plaza – Home to the new i.t blue block flagship store. [Photo/Official WeChat account of Huangpu district via "shhuangpu"]

Another exciting development is the transformation of the Shanghai Lady Fashion Department Store into Lady Huaihai, which has introduced seven first stores, including Spanish fashion brand Desigual's first global concept store and US outdoor brand Gramicci's China debut.

Elsewhere, South Korean outdoor brand Kolon Sport has opened its eco-friendly retail space, Kolon Kraft, in the Xintiandi area, while Chinese lifestyle brand Miniso launched its first Miniso Land IP-themed flagship store on Nanjing Road, featuring popular characters like Hello Kitty and Pokemon.

Miniso Land on Nanjing Road attracts hordes of visitors. [Photo/Official WeChat account of Huangpu district via "shhuangpu"]

Meanwhile, Wei Beauty, a skincare brand under Yuyuan Inc, opened its first cultural experience store in China at Yuyuan Mall. The store highlights travel-sized products, Yuyuan Garden-exclusive gift sets, and lifestyle items inspired by oriental aesthetics, offering shoppers a unique neo-Chinese-style experience.

Wei Beauty at Yuyuan Mall showcases products inspired by oriental aesthetics and herbal skincare. [Photo/Official WeChat account of Huangpu district via "shhuangpu"]