East China's Shanghai has unveiled a bold new plan for Nanjing Road Pedestrian Street — located in the city's Huangpu district — marking its first update in 24 years.

The plan seeks to maintain Nanjing Road's status as a thriving commercial hub, with the vision of inheriting historic styles and facades and leading the future.

According to PwC, the international consulting firm behind the plan, the challenge lies in balancing the street's historical significance with forward-looking innovation.

Three key strategies — filling gaps, renewing spaces and attracting young visitors — will guide the transformation.

Filling gaps

Efforts will focus on optimizing underused spaces and integrating new commercial, residential and creative industries. The "east expansion" to the Bund, completed in 2019, and the ongoing "north turn" towards Suzhou Creek is set to transform the linear street into a vibrant shopping area. This includes updating historic Bund buildings and revamping the area north of Nanjing Road with arts, leisure, and cultural elements.

Renewing spaces

The plan emphasizes modernizing the interiors of historic buildings and rejuvenating existing businesses. Success stories include attractions such as the Anime, Comics, Games, and Novels (ACGN)-themed Bailian ZX creative center — as well as first stores and trendy venues like the Coach Cafe and the Lego flagship store — all catering to younger audiences.

Legacy landmarks such as the Wing On (Yong'an) Department Store will undergo bold transformations, including conversion into a luxury hotel and cultural complex.

Attracting young visitors

With visitors aged 25-34 accounting for over 40 percent of the consumer base, the plan also focuses on creating trendy and immersive experiences. This includes supporting backstreet developments, such as cozy bars and unique dining spots, alongside updates to the main street.

The pedestrian street will be divided into four zones — Heart of Shanghai, Timeless Classics, Fashion Center and Global Diversity — each targeting different audiences and integrating public spaces for dynamic activities.