First in Shanghai is our column documenting the rise of Shanghai's "debut economy," a model built on being first, fast and everywhere at once. What started as a policy initiative has morphed into a citywide phenomenon: part economic strategy, part cultural spectacle. In this series, we explore how brands – both local and global – are choosing Shanghai not just to launch products, but to create moments. It's retail as ritual, commerce as event, and we're here to unpack what it all means.

Shanghai has many new flagship stores and concept spaces that combine shopping, lifestyle, and immersive experiences. Each space showcases creativity, design, and sensory engagement, from Germany's Kühn Keramik opening its first store outside Berlin to Under Armour Explor's interactive outdoor adventure hub in Xintiandi , Bathfeel's "one-person freedom bathroom" to Marvis's upside-down concept store. These openings highlight international and local firms' innovative ideas and Shanghai's reputation for experiential retail that surprises, delights and inspires.

Kühn Keramik

The German porcelain manufacturer Kühn Keramik has launched its first store in Shanghai.

Collectors and cup enthusiasts are probably already familiar with Kühn Keramik. Bernhard Kühn, a German ceramic artist, founded the company in 1993. It is noted for its innovative and sculptural artistic style.

Outside of its Berlin flagship, Kühn Keramik products are typically found in select boutiques or high-end retail stores, with no online presence. This porcelain boutique in Shanghai, co-created by tbh and Kühn Keramik, is the brand's first standalone outlet outside Berlin.

The founder's beloved dog, Karlos, is a key element of the brand. He not only frequently appears in the ceramic designs but is also the namesake of the Shanghai store. Additionally, the shop features many of Kühn Keramik's classic motifs.

As you step off the tranquil Taojiang Road and into the store, it feels like entering Pandora's box, where imaginative objects and whimsical, surreal elements continuously unfold.

The white entrance has celebrity busts and gilded decor. A basement video installation turns the artist's Berlin bathroom tile patterns into a charming animation.

Every handmade Kühn Keramik ceramic piece has subtle variations and is unique. The brand draws inspiration from Baroque aesthetics and fairy tales like Alice in Wonderland to create ornate, playful, and unexpected pieces.

The clay comes from Germany's Westerwald region, the glaze from Meissen, and the gold, silver, or platinum detailing on the surface is a signature Kühn Keramik touch.

The celebrity-head mugs with golden handles and whimsical portraits are famous. Each mug is fired four times at high temperatures over eight days to give it a classical look.

Opening hours: 10am-6pm (Monday-Thursday), 10am-8pm (Friday-Sunday)

Address: 15 Taojiang Rd

桃江路15号

Under Armour Explor

The first Under Armour Explor flagship store in China has opened in Shanghai.

In less than a year, Under Armour Explor has expanded into high-end malls and prime commercial districts across 22 provinces and municipalities, including Shanghai's Grand Gateway 66.

The opening of the flagship marks a new stage in Under Armour China strategy – shifting from rapid expansion to deeper experiential engagement.

The store features three dedicated zones: a camping café and relaxation area, a professional outdoor gear zone, and a light outdoor equipment section, together forming an experiential space built around the concept of "48-hour light adventures."

Address: Bldg E, T2 Area, Xintiandi Dongtaili, 111 Ji'an Rd

吉安路新天地东台里T2E栋

Bathfeel | 浴见

Bathfeel's first-ever physical store in China – "A one-person freedom bathroom"– opened on November 15 at Columbia Circle in Shanghai.

Tracing back to its origins in 2015 in Changsha, founder Li Li found inspiration in the rituals of bathing, proposing the philosophy of "The body is the self, the body is freedom," elevating daily self-care into a moment of inner connection.

Starting with an upgraded boar-bristle bath brush, Bathfeel has generated over 100 million yuan (US$14.07 million) in annual online sales for more than a decade, consistently ranking at the top of Xiaohongshu's personal care category.

The shop is divided into four main zones. One of them is a full product experience area, where visitors are invited to go through a complete care ritual: hand cleansing oil → boar-bristle hand massage brush → body oil cream → hand cream, allowing them to personally feel the relaxation the products offer. There are also exhibition and salon discussion spaces.

Opening hours: 10am-10pm

Address: Bldg 9, Phase 2, Columbia Circle, 1262 Yan'an Rd W.

延安西路1262号上生新所二期9号楼

Marvis

The legendary Italian oral care brand Marvis, known for its unique flavors, iconic design and long-lasting freshness, has transformed everyday brushing into a delightful ritual. Now, Marvis brings this philosophy into a new retail space – its Marvis Shanghai Xintiandi Concept Store.

The new shop centers around the concept of "The Upside Down Store," flipping the entire space 180 degrees: the ceiling becomes the floor, and tables and chairs hang above you.

The design invites visitors to reimagine the everyday and makes it easy to snap viral, eye-catching photos. You can even "lie down" in Marvis's Earl bedroom for a whimsical, uplifting experience.

The walls serve as curated display zones, elegantly showcasing Marvis's classic bestsellers, each color infused with creative imagination.

Approaching the scent exploration zone begins an immersive sensory journey. The Garden Collection toothpaste emits natural botanical notes that evoke a dreamy floral landscape – just a gentle sniff helps you find the one that speaks to you the most.

The classic collection is now prominently featured in store, displayed in specially designed visual zones that reflect Marvis's Italian aesthetic and premium experience.

Customers can now shop the full Marvis flavor lineup here, from Whitening Mint to Strong Mint.

Address: Unit 5, Bldg 25, Lane 181 Taicang Rd

太仓路181弄25号楼5单元

Altist | 艺休家

Altist, the Korean home brand known for its stylish, non-traditional massage sofas, opened its first store in China. The new location is situated on Aomen Road.

Positioned around the core philosophy of "Live Your Inspiration," Altist brings its strategy of Korean design, Japanese R&D and Chinese manufacturing to China.

The opening of its first store offers Chinese consumers a new option in wellness-oriented home products that balance technological innovation with aesthetic appeal.

Address: 1/F, Yuexing Furnishing, 168 Aomen Rd

澳门路168号月星家居1楼