The 28th Shanghai International Film Festival opens on June 12, bringing the glamour of cinema from theaters into the streets.

This year, the festival has transformed the city into a giant movie set, with three SIFF-themed blocks at Xingfuli on Xinhua Road in Changning district, Wukang Road in Xuhui district, and Yuyuan Garden in Huangpu district.

Xingfuli on Xinhua Road

Xingfuli features six check-in spots that offer visitors and film enthusiasts an immersive cinematic experience. The block is dotted with interactive themed displays, including a light-and-shadow spiral staircase and a pop-up space inspired by the intersection of film and everyday life.

Wukang Road

The block has curated a themed route linking several film-related landmarks, including Wukang Building, the former site of the Shanghai Actors Troupe, the Shanghai Old House Art Center, and the former residence of renowned playwright and film critic Ke Ling.

A SIFF-themed space at the Shanghai Old House Art Center showcases this year's Golden Goblet Award nominees and the full jury lineup. Visitors can also purchase festival-exclusive merchandise. Traditional craft workshops and film fan salons will be held at the venue throughout the festival.

Yuyuan Garden

The Yuyuan Garden area has returned as an official SIFF partner. This year, the collaboration has expanded from Yuyuan Garden Malls to include Bund Financial Center, offering film screenings, themed exhibitions, and interactive experiences.

In Yuyuan Garden's central square, a Golden Goblet-themed art installation stands beside the area's iconic upturned eaves, blending traditional Chinese aesthetics with contemporary film culture.

Nearly 50 shops across the area are offering special promotions for ticket holders. Visitors can explore time-honored brands, sample local delicacies, and enjoy a full day of films, sightseeing, and shopping.

SIFF City Studio mini program

To connect the three themed blocks, the festival has launched a new mini program, SIFF City Studio. It features landmark introductions, stamp-collection locations, ticket stub discounts, and SIFF merchandise.

The mini program also features an audio guide. Visitors can put on their headphones and follow the map. As they approach a check-in spot, stories related to SIFF will automatically play, offering a more immersive festival experience.

Under the "SIFF check-in" section, visitors can create a digital avatar as a personalized festival keepsake.

From May through July, ticket stubs and guest credentials can be used to obtain discounts at participating merchants across the 47 screening cinemas and the three themed blocks. These offers are accessible through the "Ticket+" section of the SIFF City Studio mini program.

Scan the QR code below to enter the mini program.

Sources: SIFF, Shanghai Observer