Shanghai Tang's first-ever brand concept restaurant, Shang Hai Restaurant, has recently opened in Xintiandi, Shanghai, offering a vibrant and immersive experience steeped in traditional Chinese aesthetics. The interior is adorned with bold hues of red, peacock blue, and emerald green, seen in everything from napkins and cushions to walls and lanterns. The design evokes a rich cultural atmosphere, with Chinese snacks displayed in bird cages and steamers, creating a scene that feels authentically rooted in Chinese tradition.
The restaurant is part of the broader Shang Hai lifestyle brand, which was founded in Hong Kong in 1994. Its design draws inspiration from the nostalgic ambiance of 1930s Shanghai, blending classic elements with modern luxury. In 2001, the brand was acquired by Richemont, a global luxury group, and since then, it has focused on redefining Chinese design for a worldwide audience. Under the leadership of Raphael Le Masne de Chermont, Shang Hai has grown into a leading international lifestyle brand, with over 40 boutiques around the world.
The restaurant’s concept extends beyond fashion, aiming to provide a multi-sensory experience that reflects the essence of Chinese culture. It features innovative "new Chinese cuisine" crafted by renowned chef Liang Zigeng, who blends traditional techniques with contemporary creativity. This aligns perfectly with the brand’s mission to celebrate and modernize Chinese heritage.
Lei Fuyi, the founder, emphasizes that “Chinese style†is more than just visual symbols like collars or buttons—it’s about a deeper cultural lifestyle. He notes that as China’s wealthy class becomes more confident, there is a growing appreciation for local traditions, moving away from Western brand obsession. In 2007, he launched the “Conference of Excellence,†encouraging men to embrace Chinese-style attire, reflecting this cultural shift.
When asked about the proportion of Chinese elements in the brand, Lei explained that the designs are created for Chinese consumers, not for Western fantasies. Every piece is inspired by 5,000 years of Chinese history, reinterpreted through a modern lens. While initially targeting Asian customers, the brand now aims to reach 65% of its audience from the region.
All products, from fashion to home goods, are made in China using high-quality materials and traditional craftsmanship such as embroidery and tailoring. Despite being labeled “Made in China,†these items are designed to compete with any luxury brand globally, proving that Chinese design can be both authentic and high-end.
According to Lei, the Chinese elite are intelligent, curious, and adaptable—traits that make them ideal consumers for a brand that bridges tradition and innovation. Shang Hai Restaurant is not just a dining space; it’s a celebration of Chinese culture, reimagined for the modern age.
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