American snowboard brand Burton has opened its first concept store in Shanghai at Columbia Circle in Changning district.

Located in Columbia Circle Phase II, the store combines retail, cultural exhibitions, community activities, and rider meetups, bringing snowboarding culture into everyday urban life. It has launched the brand's new snowboard line for the 2026–27 season, featuring playful dog- and cat-themed designs. A China-exclusive AK series apparel collection also debuted at the store.

To mark the opening, Burton held the "Lane Battle", an urban snowboard jam staged on real snow in a public space at Columbia Circle. During the freestyle sessions, riders were free to improvise rather than follow a set routine.

Twelve-time X Games gold medalist Mark McMorris judged the event. Snowboarders from different countries, including Zeb Powell, Niels Schack, and Chinese snowboarding icon Liu Jiayu, also attended.

The celebration further featured a snowboard collection exhibition by Billy Blanc, a global snow traveler and content creator. The exhibition traced snowboarding's development through boards ranging from early handmade prototypes to later designs that reflect the sport's connection with music, art, and street culture.

If you go

Address: Room N4-105, Building 10, Lane 222 Panyu Road, Xinhualu subdistrict, Changning district

Opening hours: 10 am to 10 pm

Source: WeChat account of Changning district government