Musinsa said on the 19th that it will open the "Musinsa Standard Shanghai Shinsegae Xinhanzhongxin store" on Nanjing Donglu in Shanghai at the end of March and speed up the expansion of its local offline channels.
Nanjing Donglu (南京东路), where the second store will be located, is a leading commercial district running through downtown Shanghai and home to flagship stores of various global brands. Called "China's No. 1 shopping street," it is considered a key business area with active inflows of tourists and local consumers.
In particular, Shinsegae Xinhanzhongxin is a large department store adjacent to Nanjing Donglu Station, where Shanghai Metro Lines 2 and 10 intersect, and is regarded as a landmark with excellent accessibility and drawing power.
The store opening this time spans two floors, above and below ground, with a floor area of 200 pyeong. It strengthens visual presentation and expands theme-based product curation to heighten brand experience elements. Musinsa plans to use the store as a strategic base that reaches not only local customers but also overseas tourists, aiming to raise brand awareness and broaden its customer base at the same time.
On the first floor of the exterior, a large media facade measuring 7 meters in length was installed, and the brand identity was dynamically expressed through a kinetic wall that cyclically displays various patterns and images. Inside, the space combines a media wall with exhibition-style displays to place top-selling product lineups in the Chinese market at the forefront, boosting attention.
Musinsa received a positive response from local consumers after unveiling its first store in China on Huaihai Road in Shanghai last year. Three months later, it secured an additional store in a core Shanghai business area, aiming to continue its expansion in China and further strengthen its presence as a global fashion brand.
A Musinsa official said, "Back-to-back openings on the first floors of major shopping malls on Huaihai Road and Nanjing Donglu, the representative commercial districts of Shanghai, mean Musinsa Standard has been recognized locally for its competitiveness as a global anchor tenant," adding, "In the first half, we will gradually expand to major cities outside Shanghai, including Hangzhou, to lay the groundwork for mid- to long-term growth."