Shanghai Tang’s world’s first brand concept restaurant, Shanghai’s Shang Hai Restaurant, recently opened in Xintiandi, Shanghai, and has been filled with Chinese red, peacock blue, emerald green napkins, cushions, walls, and lanterns. Chinese snacks placed in bird cages and steamers woven a scene full of Chinese imagery in Xintiandi.

Shanghai Tang’s world’s first brand concept restaurant, Shanghai’s Shang Hai Restaurant, recently opened in Xintiandi, Shanghai, and has been filled with Chinese red, peacock blue, emerald green napkins, cushions, walls, and lanterns. Chinese snacks placed in bird cages and steamers woven a scene full of Chinese imagery in Xintiandi.


Shanghai Tang's world's first brand concept restaurant


Shanghai Tang's world's first brand concept restaurant, Shang Hai Restaurant, recently opened in Shanghai Xintiandi. Vivid colors and beautiful design elements are presented in luxurious Chinese handicraft products such as silk, embroidery and lacquer. And exquisite "Shang Hai" household items. The brand that was founded in Hong Kong in 1994, the main inspiration for its design was the old Shanghai atmosphere of the 1930s. Once in the year 2001, the clothing brand that targeted tourists was sold to the international luxury brand group Richemont by its founder Deng Yongfu. From then on, “Shang Hai” began its efforts to make design from China to China. Since then, Mr. Raphael Le Masne de Chermont has served as the executive chairman of Upper Beach, succeeding in making Shanghai Beach a leading international lifestyle brand, and now has 40 boutiques worldwide. shop.


Strong Chinese style


“Chinese style is not just a stand-up collar and plate buckle, but a set of lifestyles based on Chinese culture.” Lei Fuyi said in an exclusive interview.

"21st Century": As a fashion brand, "Going to the Beach" thought of creating such a restaurant?

Lei Fuyi: "Shang Hai" is not just a fashion brand, but a "lifestyle" brand. In addition to fashion, we also have household items. Now, we have extended our brand to taste and truly integrated the mission of providing multiple sensory experiences on the beach. “Shang Hai Restaurant” As an extension of Shang Hai’s brand, it advocates contemporary Chinese fashion life. We specially invite Asian star chef Liang Zigeng to serve as the restaurant consultant chef for “Shang Hai Restaurant”. He was the 3rd Huangpu Association of the Bund. The founder and head chef is famous for his innovative "new Chinese cuisine". While respecting Chinese traditional cooking techniques, he also pays attention to the breakthrough and transcendence of style, which coincides with our brand spirit.


Vivid vivid colors with beautiful design elements


"21st Century": More and more rich people in China are starting to wear Tang suits. What do you think about this phenomenon?

Lei Fuyi: It turns out that the fashion that Chinese people are pursuing often refers to such brands as LV and GUCCI. But soon Chinese fashion will not refer to these. This situation is only a manifestation of China’s eagerness to absorb Western modernization and wealth. The trend of returning to the local culture in the Greater China region has become more and more significant. More and more rich people are beginning to consider themselves no longer to be slaves of Western brands and to appreciate more about China’s own cultural elements. In 2007, I initiated the establishment of the “Conference of Excellence” and called on men to get rid of the tie and wear Chinese-style collared clothing. This reflects this cultural orientation.

"21st Century": In the end, the Chinese elements in the "Shang Hai" brand accounted for multiple proportions?

Lei Fuyi: We are not considering satisfying Westerners' imagination for "Chinese style" to design products, but they are really designed for Chinese people and build fashion or accessories based on Chinese culture. However, the elements contained in it must faithfully reflect the 5,000-year history of China and be interpreted in a modern way so that it can be worn comfortably and easily. At the beginning, half of our customers are Asians, and this proportion will increase to 65%.

"21st Century": As the brand under the Richemont Group, where is the origin of the products on the beach?

Lei Fuyi: All products including fashion, accessories, household items, furniture, and traditional Chinese clothing custom services are manufactured and completed in China. This is a 100% Chinese story and it is accepted by the world. Our “Made in China” products are made of high-grade fabrics as raw materials, together with embroidery, and Chinese Oriental knitwear and high-collar and more Oriental-style tailoring techniques. Clothing is given a fashion style and its quality is no less inferior to any luxury brand.

"21st Century": What are the characteristics of the rich class in China?

Lei Fuyi: First of all, they are very smart and have a strong sense of curiosity. They always want to know more and have a high adaptability to new things.