Ideal Garden, a new retail concept launched by Chapter — a creative lifestyle space on Taojiang Road in Shanghai's Xuhui district — has recently gained widespread attention.

Led by founder Komi, Chapter combines coffee, art, retail and curation — and now, in partnership with Tmall, it's opened the world's first on-site experience store under the e-commerce platform's new initiative.

Tmall's project — "A New Way to Live" — sees Chapter as an ideal partner to bring its vision to life, using physical space to connect people with products and brand stories.

Ideal Garden isn't a typical pop-up — it's more like a living magazine, continuously evolving.

Inside, four themed zones — such as "Afternoon Time" and "Childlike Adventure" — bring products to life as part of everyday stories. One of the most popular activities is the "Ideal Gardener" experience, where visitors receive a "gardener's handbook" and take part in four mini-horticulture lessons.

"It didn't feel like shopping," one young visitor said. "It felt like joining a lifestyle experiment".

For Chapter, the collaboration with Tmall brings exposure to a broader audience and top-tier brands, turning its space into a hub for frequent events and creative engagement. It's a chance to grow both its cultural and commercial values.

Still, running a business in the Hengshan Road-Fuxing Road Historical and Cultural Block comes with challenges — including unpredictable foot traffic and tough local competition. Komi's solution is to focus on community.

For example, on Children's Day, Chapter teamed up with a nearby kindergarten. Kids painted on vases and florists turned them into floral arrangements for sale. Staff wore T-shirts printed with the kids' drawings.

"The kids were thrilled to see their artwork worn by adults," said Komi. This kind of neighborhood co-creation aims to boost local loyalty and encourage repeat visits.

The charm of Taojiang Road adds depth to Chapter's identity. Once a traditional neighborhood, it's now home to new-wave retail.

"We don't want to be a cold, high-end boutique," Komi said. "We want to be a warm, welcoming place on the street".

That warmth is winning hearts — children leave with joyful memories, while young people come to experience the blend of art, lifestyle and community.

Chapter

Address: No 47 Taojiang Road, Xuhui district

Business hours: Daily, 9 am to 9 pm

Source: "xuhuifabu" WeChat account