Sneaker fans can create custom T‑shirts printed with local Shanghai dialect slogans and hand‑make beaded shoelaces at Converse's debut national creative venue, the Converse X‑ING Concept Store, which launched its soft opening on August 23 at 1175 Yuyuan Road in Changning District.The two‑story venue marks Converse's first brand‑led creative space in China. It features globally sought‑after sneaker releases while rolling out an exclusive Shanghai‑focused customization service. The new destination energizes Yuyuan Road's trendy commercial corridor and serves as a landmark consumption project for Changning's "Made in Shanghai" city‑branding strategy and its "Fashion Changning, Enjoy Consumption" initiative.

New Launches & Urban Customization: Building Immersive Creative Shopping Experiences

Hundreds of young visitors have gathered around the sneaker display zone since trial operations began. Standout products include a brand‑new colorway of the 1908 Pro Leather, the upgraded Chuck 70 X collection tailored for Asian foot shapes, the shark‑inspired chunky Run Star Crush, the premium First String line, plus popular collaborative collections from ZO&FRIENDS and Collina Strada.

For local street‑wear enthusiasts, the store has removed long‑standing hurdles to overseas limited‑edition goods."In the past, I would wait nearly two weeks for international exclusive sneakers and worry about ordering the wrong size," said Liu, a long‑time Converse customer. "Now I can pick up pairs I have saved online just a short walk away on Yuyuan Road."

By blending local culture and hands‑on personalized services, the store has unveiled a Shanghai‑exclusive Converse by You customization program. Shoppers can design one‑of‑a‑kind wearable souvenirs rooted in Shanghai culture, turning the "Made in Shanghai" concept into tangible everyday products.

At the customization counter, visitors may print Shanghai‑dialect phrases such as "Nong Hao" (Hello) and "Ha Dia" (Awesome), alongside local imagery including shikumen stone‑gate houses, the Oriental Pearl TV Tower and architectural silhouettes of Yuyuan Road. Resident artists offer on‑site embroidery with up to eight custom letters, while guests can assemble colorful beaded shoelaces."I added bright beads to my sneakers and printed playful Shanghai slang on my T‑shirt," said visitor Zhou after collecting her finished customized set. "The outfit expresses my personality while celebrating local Shanghai culture."

An interactive street‑art exhibition titled "Unfinished Gallery" opened alongside the store launch. Instead of displaying completed works behind glass, Converse has placed half‑finished paintings, unassembled sculptures and scattered creative supplies throughout the venue, inviting visitors to become co‑creators of an ever‑evolving art show. Moving forward, the location will host regular creative workshops and local artist‑in‑residence events to sustain its open‑ended creative atmosphere.

Changning resident Shen pointed to a sparrow art installation inside the shop and shared his thoughts on the exhibit."Sparrows flitting through Shanghai's streets carry a lively energy, much like this constantly transforming, fast‑growing city," Shen said.

Trendy Brands Settle Down in Changning: Historic Block Unlocks Fresh Growth Momentum

Converse's decision to establish its flagship creative hub in Changning is part of a broader trend along Yuyuan Road. In recent years, the historic district has nurtured cultural‑creative retail, trendy boutiques and specialty dining venues, and incubated well‑known local IPs including the Story Shop and Yuyuan New Market. Its deep cultural heritage, youthful consumer base and inclusive creative environment align closely with Converse's brand mission to connect creators and inspire diverse artistic expression.

Yu Wu, CEO of Topsports, strategic partner for the X‑ING store, called the opening a milestone for the long‑running partnership between the two companies."The Converse X‑ING Concept Store represents an innovative new way for the brand to connect with consumers," Yu said. "We look forward to continuing our joint work to deliver high‑quality products and immersive experiences for the new generation."

This year marks the launch of China's 15th Five‑Year‑Plan period. Changning District has rolled out its three‑year action plan "Fashion Changning, Enjoy Consumption (2026‑2028)." Building on more than 200 local fashion brands, the district is prioritizing home‑grown trendy design and upgrading six major fashion‑related sectors to boost industry‑retail collaboration and fuel demand for personalized, custom‑made products. Changning plans to introduce more high‑profile experiential first‑opening stores, translating the "Made in Shanghai" policy vision into real‑world consumption experiences and supporting Shanghai's goal to build an international consumption hub.

More events are on the horizon. The Converse X‑ING Concept Store will hold its grand opening on August 29, featuring another global sneaker debut. The venue will continue partnering with surrounding Yuyuan Road businesses to launch community‑focused activities for local residents.

Store Information

Opening hours: 10am — 10pm daily

Address: 1175 Yuyuan Road, Changning District

Free admission: Reservations are available through the official WeChat mini‑program "Converse Creative Experience."