When: Now to March 23

Where: Building W6, Zhangyuan, Alley 188 North Maoming Road, Jing'an district

Shanghai's Jing'an district unveiled a special pavilion on March 16 at Zhangyuan — the hip historic and cultural block on West Nanjing Road — featuring five exhibition zones and offering free entry to the public.

The Jing'an time-honored brand exhibition zone displays signature products and creative innovations from historic local brands. Highlights include a craftsmanship demonstration of traditional pankou — Chinese knotted buttons — by Wu Yuting, the fifth-generation inheritor of Longfeng Cheongsam.

Another standout exhibit is Lei Yun Shang, a prestigious traditional Chinese medicine brand. It's presenting a special collection that includes a white magnolia fragrance gift box — inspired by Shanghai's city flower — and a range of cultural-themed incense products.

Meanwhile, the Shanghai time-honored brand zone features cultural displays from classic city brands. Among them, Shanghai Watch unveiled its "Modern Magnolia" embroidered timepiece on March 8. This limited-edition release commemorates the brand's 70th anniversary — blending traditional embroidery craftsmanship with contemporary aesthetics.

The guochao or China-chic global expansion zone highlights the international reach of Jing'an-based brands. Labelhood, a platform promoting Chinese youth design culture through festivals and boutiques, has launched exclusive collections at London's Harrods for three consecutive years — becoming the first Chinese designer brand invited by the historic department store.

Meanwhile, Pechoin, a heritage skincare brand, has participated in the Bonjour Brand Forum in Paris for four years in a row. Its limited-edition gift box, celebrating 60 years of Sino-French friendship, draws inspiration from Shanghai's Oriental Pearl Tower and Paris' Eiffel Tower, symbolizing cultural exchanges and mutual appreciation.

The "First in Shanghai" zone highlights the rise of Zhangyuan as a premier venue for high-end retail debuts.

Since its grand reopening in late 2022, the western section of Zhangyuan has attracted over 30 flagship stores and hosted more than 200 first-launch events, cementing its status as a landmark for cultural, commercial and entertainment experiences.

Notably, in 2024, Zhangyuan became the first heritage site in China to incorporate a bonded warehouse, facilitating luxury product launches and global brand collaborations.

The final zone showcases Jing'an's efforts to become a global debut destination by integrating culture, tourism, shopping and exhibitions. In 2024 alone, Jing'an welcomed over 230 flagship stores and hosted more than 200 major events, 80 high-profile sports tournaments and 50 premium exhibitions.

Source: Official WeChat account of Shanghai Jing'an Media Center at "jaxwzx"