The "Adidas Three Stripes Future Show," a key event of the 2027 Spring/Summer Shanghai Fashion Week, was recently held at the AFA ROJO Art and Culture Space in Shanghai.Leveraging the industrial heritage space, the show created an immersive fashion scene and launched the brand's new Spring/Summer collection. As a comprehensive urban renewal project in Changning District, Shanghai AFA is steadily developing its diverse commercial and office spaces.

Shanghai Fashion Week empowers urban renewal

Shanghai AFA has preserved the red brick walls and steel-structured high-ceilinged spaces of the Shanghai No. 10 Steel Plant, which boasts over 60 years of history. The rich industrial texture blends seamlessly with cutting-edge fashion design, creating a highly distinctive aesthetic. Leveraging its unique industrial heritage, the event integrates professional fashion shows, immersive art installations, and interactive activities for the general public, organically combining fashion launches, business matchmaking, and trend demonstrations.

Centered around the themes of "New Expression, New Collaboration, and New Experience," the brand showcased its Spring/Summer 2027 collection at the fashion show , exploring a renewed expression of feminine style, active lifestyle, outdoor culture, and Eastern aesthetics. After an overnight transformation, the original show space was converted into a brand-new showroom, allowing the inspiration from the runway to be experienced up close in a real-world setting. In addition to the runway collection, the PREMIUM LUX collection, the adidas Running collection, and collaborative projects with brands, designers, and creatives such as DIDU, Song for the Mute, Simone Rocha, and GALI were also unveiled.

This event upholds the concept of inclusiveness and sharing, promoting fashion culture beyond its traditional boundaries and reaching a wider audience. A dedicated, immersive green exhibition area integrates a green artifact collection, a city memory display, and a brand archive exhibition, showcasing rare collections from Adidas' German headquarters, allowing classic fashion culture to resonate with the industrial heritage of the old factory. Simultaneously, there are light-experience scenarios such as graffiti co-creation, impromptu music performances, an inspiration wall, and casual tea breaks. The outdoor lawn offers activities such as green artifact exchange, themed tennis experiences, and fun sports activities from the Clover Sports School, covering popular leisure activities like jump rope, Baduanjin (a form of traditional Chinese exercise), and fun ball games.

A brand new urban living scenario is about to debut

Leveraging its 230,000-square-meter urban renewal complex, Shanghai A.F.A continues to practice the concept of "Art for life, Art for all," creating an "Art City" that integrates shopping, business offices, arts and cultural activities, and green parks.

Currently, the project's commercial leasing is progressing steadily, with 22 brands already introduced, and a large number of regional first stores and brand flagship stores are about to open.The business formats cover sports and health, trendy entertainment, aesthetic retail, humanities and literature, global catering and local flavors, creating a new scene of refined and comfortable artistic lifestyle.

In the sports and health sector, the flagship store of +5 Lab Fitness in Changning and the first store of Meile Gymnastics Center in Changning have opened, providing citizens with professional and trendy sports and fitness venues. In the cultural and entertainment experience sector, the first stores of W15 CLUB in Shanghai and AI CINEMAS in Changning have opened, enriching the urban nighttime consumption scene with immersive sound and light experiences.

The cultural and creative industries continue to improve and upgrade in the area. Yanbai & Kewen and BALCONY's debut store in Changning integrate eastern artistic conception with avant-garde trends, empowering the upgrading of urban aesthetic consumption. Wenxu Bookstore creates a quiet urban reading space, becoming a cultural haven for citizens to relax and unwind .

The dining industry caters to diverse flavors and everyday tastes, with a wide range of options. The Global Flavors Cluster brings together brands such as Brothers Kebab, Bursting Tacos, and BAKER & SPICE, offering Middle Eastern, Mexican, and European specialties. Starbucks, LAVAZZA, ROBOT COFFEE's first stores in Changning, along with Xiong Zhi Bakery and McDonald's, create a relaxed and enjoyable everyday coffee and bakery consumption scene. Several first stores, including Shufeng Spicy Hot Pot, Tao Sanxi Casserole Dishes, and Gui Li Rice Noodles, have opened, enriching the dining options for citizens with authentic home-style flavors.

In addition, the project's office area has been upgraded and reconstructed with artistic aesthetics to recreate a modern business scene. The new model floor is now open for viewing. Relying on the advantages of garden-style ecological offices, it continues to attract cultural and creative, scientific and technological innovation and headquarters-type enterprises to gather, helping the region's industries to improve development quality and efficiency.