The 2026 Shanghai "Spring Debut Season" has kicked off. As one of the city's first batch of "global new product debut landmarks," Yuyuan Art and Lifestyle Block actively promotes the integration of culture, commerce, tourism, sports, and exhibitions, attracting numerous debut launches, first shows, and first exhibitions through eye-catching pop-ups and events. A diverse range of new first stores has also opened, further blending the area's Shanghai-style historical heritage with modern trendy lifestyles.

Off&Relax

First offline experience space "Water Realm Healing Space"

At Yuyuan Department Store, Asian scalp care expert Off&Relax has unveiled its "Water Realm Healing Space." As the brand's first offline experience venue, it uses water as its narrative thread to convey the brand philosophy and a slower pace of life, creating a peaceful haven for city dwellers always on the go.

Upon opening the door, the gentle sound of flowing water and soothing scents instantly envelop visitors. Purple art installations shift with the light, resembling flowing strands of hair unfurling in water. The store displays the brand's full product range, with the Star Satin Series particularly eye-catching. "This is my second time here. I booked a hair treatment in advance today. The fragrance is lovely, my hair feels smoother and shinier, and my scalp feels refreshed," shared Ms. Zhang, who made a special trip.

A staff member explained that the Star Satin Series, officially launched earlier this year, is specially developed for Asian hair damaged by bleaching, dyeing, and perming. It features core ingredients like "exclusive restorative peptides" that repair from within, allowing users to easily achieve salon-quality hair care at home. The pop-up will continue until the end of June. In addition to trying new products, visitors can check out the themed gallery to learn about the brand's technology and stories. The brand center also offers appointments for haircuts, wash-and-style services, coloring, perming, and bleaching.

"I was just strolling along Yuyuan Road when I spotted the bright purple exterior from afar. I never expected such a hidden gem inside. Everyone is in such a hurry these days—busy with work, rushing from place to place. This space reminds me to take time for myself and care for myself when I have a moment," said local resident Pingping.

Address: 1018 Yuyuan Road

"Bus Travel Plan"

Pop-Up debut

Moving forward, the "Bus Travel Plan," a collaboration between trendy toy brand RUNRUN RABBIT and pet and lifestyle brand KAUDDLY, has made a surprising stop, injecting a lively, adorable charm into this century-old street.

Inside the warm orange-toned "bus," dozens of brightly colored, intricately detailed IP plush pendants are neatly displayed. Their design concept draws from the "Three Hares Sharing Three Ears" pattern found in the caisson ceiling murals of the Mogao Caves in Dunhuang, China. "The Dunhuang elements combined with the cute style are very meaningful—it feels like carrying a blessing with you," said Mr. He, who was visiting with his child. He didn't hesitate to choose a blue three-eared bunny for his daughter.

To mark the Year of the Horse, RUNRUN RABBIT's new IP, "PatPat Pony," also made its debut at the event. The fabric version is soft and adorable, while the leather version has a stylish look. "The mane can be styled, and the limbs are adjustable, so it can be displayed as a little ornament on a desk," a staff member explained, demonstrating the design details. Many visitors couldn't resist gently patting the ponies for good luck in the new year.

On the other side, the KAUDDLY area showcases pet apparel such as hoodies and turtleneck sweaters, paired with realistic pet models to show how they look when worn. "My cat absolutely hates wearing clothes, but this knitted sweater looks very soft. I want to take it home and try it," shared Ms. Zhang, a local resident.

"We hope that through apparel, owners and pets can find a shared sense of style and explore a more textured lifestyle together," a brand manager said. Currently, the products are mainly autumn/winter items, made from cotton, knitted fabrics, and plush materials. Lightweight, breathable spring/summer collections will be rolled out soon to meet pets' needs throughout the year.

As the first stop of the "Bus Travel Plan," the event will run until May. In addition to a wide selection of trendy toys and pet apparel, there are plenty of surprises and special offers. During the event, customers who spend a certain amount will receive a complimentary ice cream. Those who check in on site and participate in interactive activities can also get a fridge magnet.

Address: No. 4 Lane 1112, Yuyuan Road

sômthin’else

Stepping into sômthin’else, the brand's first Shanghai store offers a multifunctional space blending art, home decor, coffee, and lifestyle. In one corner, a dedicated area showcases soft, plush toys from British brand Jellycat, featuring animals, plants, and food items, many of which are new for 2026. "I was drawn in by the large window display outside. I never imagined such a complete selection. I bought a little pony for a friend—she's going to love it!" said a young customer surnamed Wang.

On display are also specialty cultural products such as the BigGallery’s "Big Artist" blind box series and the quirky Powerpuff Girl Fuggler dolls, catching the attention of shoppers. "I saw this store in a travel guide. There are so many interesting items here. The staff mentioned that products are regularly updated. I'll definitely bring my friends next time," said local resident Ms. Xu.

Address: 1208 Yuyuan Road

Yuyuan Art and Lifestyle Block remains committed to its philosophy of "living art and artistic living," introducing numerous creative pop-ups and global brand debuts. The vibrant energy of trendy fashion and the warmth of local life create a unique spark, while the new consumer experiences brought by these first stores further enrich the visitor experience.

Changning's first Alldays X Bright919 has undergone a remarkable transformation alongside the neighborhood, evolving from a traditional convenience store that operated for decades into a hybrid concept shop embodying the "morning coffee, evening alcohol" lifestyle. Brands with an innovative spirit have chosen Yuyuan Road as their first stop to explore the market. SENPICE has opened two stores on the same street, combining product display, cultural experiences, and community interaction. The brand's national flagship store is about to open at a new location, unveiling a curation-style new retail space.

"The wave of the debut economy continues to surge along Yuyuan Road. We expect a new batch of stores to open in the area by the end of this month," said a manager of Yuyuan Art and Lifestyle Block. "We will also leverage observances such as World Water Day and International Day of Zero Waste to promote sustainable lifestyles through immersive interactive experiences and educational activities."