Fendi's 2026 Chinese New Year pop-up experience opened to the public at No 286 Wukang Road from Jan 15 to 18 in Xuhui district. It quickly drew attention after opening, once again placing the Wukang Road–Anfu Road specialty shopping area in the spotlight as a key part of Shanghai's evolving retail and lifestyle landscape.

The space is instantly recognizable, defined by a high-saturation pink facade accented with purple sequins. At the entrance, an oversized version of Fendi's signature BFF charm, created specifically for the Chinese New Year, has become a popular photo spot. Inside, polka-dot walls, shimmering installations, and warm-toned furnishings come together to create a relaxed and festive atmosphere, softening the sense of distance often associated with traditional luxury retail.

The pop-up showcases Fendi's 2026 Chinese New Year capsule collection, including ready-to-wear pieces and handbags. Visitors are invited to take part in a short in-store style quiz, adding an interactive element to the experience. The on-site Fendi Cafe extends the visit beyond shopping, encouraging guests to pause for a drink and linger in the space.

Fendi is not the only brand drawing attention in the area. Across the wider Wukang Road–Anfu Road specialty shopping zone, the beginning of 2026 has seen a growing concentration of high-profile first stores and pop-up showcases.

Earlier this year, Louis Vuitton unveiled a pop-up hotel on Wukang Road, marking its global debut. Nearby, Lemaire has opened its China flagship store, establishing a major physical presence for the brand in the local market.

This momentum continues along the surrounding streets. On Xinle Road, the Burberry Beauty pop-up is in full swing, adding beauty-focused experiences to the area's expanding mix of fashion, design, and lifestyle offerings.

What sets these brand experiences apart from conventional retail is their setting. Rather than being housed in typical shopping malls, they are woven into historic streets and buildings. Century-old houses, corner cafes, and a pedestrian-friendly scale turn brand visits into part of a broader urban stroll, rather than a single-purpose shopping trip.

For many visitors, this shift is especially appealing. Compared with the relatively uniform experiences offered by malls, street-based pop-ups allow people to see how brands interact more directly with the city. Visiting a pop-up, stopping for coffee, and spending time in historic buildings become part of one continuous experience.

If you go

Lemaire – World's Largest Flagship Store

Address: No 2 Alley 40, Wukang Road

Note: Queue registration required via the "Access Lemaire" (Chinese: 通过Lemaire) WeChat mini program

Burberry Beauty Pop-up Store

Address: No 159 Xinle Road

Open: Now until Jan 22

Reservation: Not required

Sources: Shanghai Observer and WeChat account of Xuhui district