A new cyberpunk-themed pop-up store has opened at the TPY Center in the Xujiahui shopping area of Shanghai.

Co-hosted by Polish game development studio CD Projekt RED and UK-based video game-inspired clothing company Insert Coin, this is the first official cyberpunk pop-up store in China.

Cyberpunk 2077 is a blockbuster action role-playing video game developed by CD Projekt RED. Set in the futuristic Night City in the year 2077, the game explores the lives, work, relationships and dreams of people in a high-tech, dystopian future.

It's won a raft of awards, including the Best of Gamescom award in 2020.

Insert Coin, founded in 2010, is known for creating stylish, game-inspired fashion for players around the world. Together, the two brands have built a real-life cyberpunk world for fans to explore.

To date, nearly 10,000 visitors have come to experience the store — many of them returning multiple times.

One of the highlights of the store is a large mural featuring David and Lucy, characters from the animated series Cyberpunk: Edgerunners — a prequel spin-off of Cyberpunk 2077 set in Night City — sitting under the stars.

Created especially for the event, the mural captures the show's theme of "going to the moon" — symbolizing freedom and hope.

Another fan favorite is a limited-edition figure of the game's iconic character, Johnny Silverhand. More exclusive merchandise, including overseas collectibles and co-branded products, will arrive at the store in the coming weeks.

Visitors can shop, take photos and join community events. The store even includes a replica of the game's famous Afterlife bar, offering non-alcoholic drinks in a chilled, immersive setting.

For many gamers and anime fans, the store feels like stepping into a dream world.

One visitor, RI, a young content creator and game lover in his twenties, shared his excitement. After studying in the United Kingdom and the United States, RI returned to China to pursue his passion for anime and gaming.

At the store, he was thrilled to find a yellow jacket worn by David in Cyberpunk: Edgerunners and added it to his wardrobe immediately.

RI and other fans like him are viewed as representing a new generation of global gamers — well-educated, open-minded and deeply connected to their favorite virtual worlds. For them, Cyberpunk 2077 is more than a game — it's a part of growing up.

If you go

When: Now to Aug 15

Where: 3F, TPY Center, No 1117 Zhaojiabang Road, Xuhui district

Source: Official WeChat account of Shanghai Xuhui Media Center at "xuhuifabu"