In advancing its strategic vision to become a core area of the International Consumption Center City and to position itself as a global brand hub and trendsetting destination, Jing'an District continues to strengthen its appeal as a magnet for consumption, attracting a growing wave of highly influential, industry-leading brands.
Recently, Denmark's renowned design brand HAY launched its "Design On-Site, Inspiration En Route" themed pop-up store at HKRI Taikoo Hui.
With its distinctive Nordic design aesthetics and visionary lifestyle concepts, the brand has established an immersive consumption destination that fuses art, design, and social interaction in Jing'an District. Through its accessible, perceptible, livable spatial narrative, it integrates world-class creative experiences into urban public life, reinforcing Jing'an's status as the premier destination in China for global brands' product launches, exhibitions, and flagship stores. This injects fresh momentum into the district's elevation in consumer consumption capacity and quality.
HAY's new Shanghai pop-up store at HKRI Taikoo Hui LG105 marks a new chapter in Shanghai for the brand through a special event centered on design, art, and living. Under the theme "Design On-Site, Inspiration En Route," the event showcases HAY's ongoing exploration of contemporary lifestyles through the interaction of space, products, and people. Rather than following a conventional retail format, the pop-up store recreates an open living space where home ambiance, lighting, and daily accessories coexist organically. Visitors are invited to explore, observe, and interact freely, experiencing how design naturally integrates into daily life.
Here, design is not overtly emphasized; instead, it subtly connects people with each other and with the space in a relaxed and pleasant atmosphere. The spatial design features bold applications of blue and red hues. Blue reflects both the modernity and dynamism of Shanghai and symbolizes the openness and inclusiveness of the ocean, giving the space an organized yet welcoming feel. Design is no longer merely displayed—it becomes a living element to be used and felt.
The store features art installations, product and design consultations, and interactive prize draws, enabling guests from all walks of life to discover their own points of entry and connection within the space. As part of the event, the cookie house HAY House remains open throughout the flash event, inviting the public to participate in a more relaxed manner—through photos, notes, and sharing—to capture moments of everyday life.
Founded in Copenhagen, HAY has consistently upheld the core belief that "excellent design should be part of everyday life." The Shanghai pop-up store not only showcases the brand's current presence in the city, but also signals its future development—leveraging open spatial expression to explore design's role in shaping contemporary living. In today's lifestyle context, the boundaries between personal and public, home and work, are increasingly blurred. In response, HAY designs its furniture, lighting, and accessories as adaptable product systems that serve diverse spaces and scenarios—meeting daily needs while embracing change. From household accessories to furniture, HAY reinterprets essential, everyday objects through a modern lens, ensuring design integrates seamlessly into the fabric of life.
The launch of HAY's pop-up store exemplifies Jing'an District's active efforts to establish a model district for Shanghai’s International Consumption Center City initiative and cultivate diverse new fashion and consumption scenarios. By seamlessly integrating design aesthetics with daily life, HAY offers consumers a fresh, interactive, and shareable experience while further enriching Jing'an's ecosystem as a leading fashion and consumption destination. Moving forward, Jing'an will continue to encourage and support innovative projects that blend brand ethos, living art, and spatial aesthetics, creating distinctive, high-quality consumption environments that meet residents' aspirations for a better life. This will further drive the district's consumption upgrade toward greater fashion relevance, brand appeal, and experiential excellence, reinforcing Jing'an's role as a trendsetter and magnet for consumer engagement.