The new-look Shanghai Lady Fashion Department Store, now rebranded as LADY Huaihai – operated by the retail icon Bailian Group and located in Huangpu district – celebrated its grand reopening on Oct 27.

The glittering event marked the launch of the inaugural women's creativity art project, reflecting a renewed commitment to the lifestyles of contemporary women.

The reopening ceremony was attended by prominent leaders from the Shanghai Women's Federation and the Bailian Group. Together, they unveiled the revitalized store and symbolically marked a new chapter for the historic brand.

Located at the eastern end of the Hengshan Road-Fuxing Road Historical and Cultural Block, LADY Huaihai will seek to be a key part of the planned "all-time trendy street" on Middle Huaihai Road.

Cao Hailun, general manager of Bailian Group emphasized the store's mission to blend history with modernity by preserving architectural features while enhancing functionality – ultimately transforming the shopping experience for customers.

LADY Huaihai aims to provide a new space focused on the community perspectives of women. This is seen as being evident in the introduction of seven new brands – including the first flagship stores of renowned Spanish fashion brand Desigual and Italian lifestyle brand Seletti, which features its inaugural cafe in the world.

Spanish fashion label Desigual at LADY Huaihai attracts hordes of visitors. [Photo/WeChat account: shhuangpu]

The store's commitment to female creativity is shown in its art project, where over 7,000 pieces of historic glass from the 1930s have been rediscovered and integrated into the design, symbolizing a connection between past and present.

The project invites female artists to reinterpret these elements, fostering new narratives through art. With a focus on community and cultural experiences, LADY Huaihai is viewed as reflecting the evolving needs of modern women, offering a diverse range of products and experiences.

As the store reestablishes itself, it aims not only to attract loyal customers but also to create a platform for social interaction and creativity – enriching the cultural landscape of the Huaihai Road shopping area.