Just 500 meters from Jing'an Temple, the drab white construction walls on Yongyuan Road came down on June 20 to reveal the stylish ruby-red exterior of the two-story Baxter Gallery Shanghai — Italian luxury furniture brand Baxter's first flagship store in China.

Etched in glass near the entrance are four simple words: showroom, restaurant, club and Materials Library. These hint at the space's multifaceted identity — a new kind of consumer destination that blends lifestyle, design and social experiences.

Inside, the first floor features curated displays of Baxter's signature furniture on both sides of a mirrored red walkway, which leads to a restaurant furnished entirely with custom Baxter pieces.

Upstairs, beyond the stylish home vignettes, visitors can find the Baxter House Materials Library, showcasing the brand's signature woods, leathers, marbles and premier craftsmanship.

According to Baxter founder and CEO Paolo Bestetti, the Shanghai store is part of the brand's global strategy to open four innovative flagship stores in 2025.

Following its first in Milan in Italy, Shanghai is the second to open — and the only one in Asia. Flagship locations in London and New York are set to launch in September and December, respectively.

Choosing China, Bestetti said, was a natural decision. "We specialize in artistic, high-end home design — a niche segment globally. But when you consider China's population, even a niche becomes a huge opportunity."

Bestetti said that he sees strong potential in China's younger consumers, who he believes have a more design-driven and self-expressive approach to living than previous generations.

"That's why we chose to launch a multifunctional flagship store here — young Chinese consumers are more open to innovation and resonate with the spirit of the Baxter brand," he added.

The launch comes amid a surge in first-store openings across Shanghai. According to the Shanghai Municipal Commission of Commerce, from January to April, the city welcomed 301 new first stores — including seven global or Asia-first stores and 41 national or Chinese mainland-first stores.

High-profile first stores accounted for nearly 16 percent of the total — reinforcing Shanghai's role as a magnet for international brands and innovation.

Address: No 50 Yongyuan Road, Jing'an district

Business hours: Daily, 10 am to 6 pm

Sources: Jiefang Daily, official WeChat account of BaxterMadeInItaly