Pudong New Area is rolling out a wave of new commercial landmarks, themed pedestrian zones and immersive lifestyle experiences during the seventh Shanghai Shopping Festival, as businesses and brands seek to capture rising consumer demand in the city.

ZeRock opens its first Pudong outlet. [Photo/WeChat ID: pdnews]

At LU1885, a renovated commercial complex built on the site of the historic Shenjia Villa dating back to 1885, Spanish restaurant brand ZeRock opened its first Pudong outlet after signing a lease within one day. During the May Day holiday, the venue attracted strong crowds before nearby office workers became its main weekday customers.

The upgraded project adopts a pocket park-style commercial model, transforming public green spaces into daytime leisure areas and nighttime social hubs. The venue has gathered diverse dining concepts, including Turkish cuisine, Michelin-starred French dining, Southeast Asian restaurants, Japanese food, and creative fusion brands.

During the holiday, LU1885 hosted its first large-scale outdoor event, bringing together popular bars from Shanghai, Wuhan, Jinhua, Seoul and Bangkok. Visitor traffic surged about ninefold year-on-year, while sales more than doubled. Brown-Forman also launched a temporary bourbon whiskey pop-up lounge at the site.

Elsewhere in Pudong, more consumption-oriented public spaces are being introduced. Following the launch of a temporary pedestrian zone on Qianjiatan Road, sections of Jimo Road will also become pedestrian-only on weekends and public holidays through the end of this year, featuring rotating themed activities.

Shopping malls are also enhancing experiences through pet-friendly exhibitions, beauty festivals, immersive music events and upgraded retail offerings. A just-completed round of store openings — featuring Zimmermann, Fuggler, Undefeated and YSL Beauty — has brought vitality to Pudong’s international consumer landscape.