At just 500 meters long, Yongyuan Road is easy to miss on the map.

Tucked into the western edge of West Nanjing Road and only a short walk from Jing'an Temple, the street sat quietly for years. Despite its proximity to one of the city's most upmarket shopping areas, it remained curiously outside the main flow of foot traffic.

That began to change in late 2024.

After its first store opened at the end of that year, Yongyuan Road became one of Shanghai's most closely watched new shopping streets, and a testing ground for a different approach to urban retail, one in which brands, public space, and cultural programming are designed to overlap rather than compete.

Rather than relying solely on street-facing shops, the development team treated the area as an open and highly adaptable urban field, a flexibility that has since become the street's defining strength.

From the outset, that flexibility also shaped the tenant mix. Two principles guided early decisions: a focus on first stores and concept spaces, particularly from emerging and forward-looking brands, and a one-brand-per-category approach that avoids the homogeneity common in many shopping areas.

Several buildings were reworked to allow brands to move beyond standard mall layouts. Multi-level visual exposure, sculptural staircases, and generous outdoor interfaces give the street a sense of openness and encourage visitors to linger.

The results became especially visible through pop-ups and temporary activations.

In May 2024, artist Jackson Wang and his brand Team Wang Design proposed hosting a carnival-style pop-up inspired by childhood games, including basketball hoops, beanbag tosses, and even a carousel.

Over four days, with visitor numbers tightly controlled, the event drew thousands of visitors per session and generated more than 200 million online impressions.

Soon after, adidas Originals took over the street, transforming a five-story building at the entrance into a bold shell-toe landmark. Inside, visitors explored an adidas archive showcasing more than 100 iterations of the iconic Superstar sneaker, while the surrounding street came alive with skateboarding, dance, and basketball activations alongside limited-edition releases.

By early 2026, around 80 percent of the street is occupied, with more openings on the way. Highlights include:

Kuocuo (national first store)

A casual Fujian-style eatery focused on clarity of flavor and ingredient integrity. Stainless steel tables, low stools, and an open frontage keep the spotlight firmly on the food.

Address: Room B109, Building B, No 66 Yongyuan Road

Bar Vena (national first store)

Created by wine professionals VCellar, Bar Vena explores the idea of terroir through wine, music, and atmosphere. From Sicilian volcanic soils to Himalayan vineyards, each bottle tells a story, accompanied by classic jazz and a quietly immersive interior.

Address: No 150 Yongyuan Road

MAAP LaB (national first store)

The Melbourne-born cycling brand introduces its first China concept space here, positioning the store as a gathering point for Shanghai's cycling community through limited-edition jerseys and frequent group rides.

Address: Room 108, Building C, No 16 Yongyuan Road

Akalcha (national first store)

A modern tea brand reimagining Chinese tea culture for a global audience. From kombucha to inventive loose-leaf blends, Akalcha brings contemporary flavor and design into the street's evolving mix.

Address: No 152 Yongyuan Road

Sources: Shanghai Observer, WeChat accounts of Shanghai Jing'an Media Center and Yongyuan Road