Once a thriving fabric weaving factory, Hong Shou Fang was the heart of a close-knit Shanghainese neighbourhood where daily life unfolded through simple rituals: working at the factory, shopping at the market, chatting with neighbours, and building bonds that shaped the district’s spirit. The renewal of Hong Shou Fang seeks to revive this heritage, blending past and present through fresh food and craft markets, independent restaurants, creative workspaces and first-time vendors.
As rapid urbanisation reshaped Changshou Road, the rhythms of factory life gradually faded. Yet many long-time residents remained, holding vivid memories of children playing in the alleys and neighbours caring for one another. This legacy inspired a human-centred transformation: a network of indoor and outdoor public spaces designed to reconnect people and reinvigorate the district with new energy.
To achieve this, Shui On Xintiandi partnered with JWDK to create a new place brand for Hong Shou Fang and design its wayfinding system. The goal was clear — to rekindle a sense of neighbourhood and create a lively destination that captures the charm of local life.
Fabric of society
Despite its modest footprint, JWDK recognised the site’s potential: a walkable plaza, vaulted marketplace and accessible location made it ideal for rediscovering community spirit. The theme Fabric of Society became central to the brand story, positioning Hong Shou Fang as a place where generations, from long-time residents to office workers and curious newcomers, can find meaning and connection.
A framework of values was developed to guide marketing and operations, emphasising trust, sharing, inclusion and exploration. From this emerged new ideas, including the Modern Farmer’s Market concept — now a cornerstone of Shui On Xintiandi’s FOODIE SOCIAL offer.
Modern Farmers' market cultivate a warm and refined local lifestyle.
The market gathering people and becoming a popular urban destination for citywalk.
Visual stories woven through space
The brand identity draws inspiration from factory graffiti and vintage street ads, weaving nostalgic design details into a contemporary visual language. Colours, typography and imagery evoke memories for older generations while appealing to younger visitors eager to explore Shanghai’s cultural layers.Visual stories woven through space The brand identity draws inspiration from factory graffiti and vintage street ads, weaving nostalgic design details into a contemporary visual language. Colours, typography and imagery evoke memories for older generations while appealing to younger visitors eager to explore Shanghai’s cultural layers.
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This storytelling extends into spatial design. At the entrance, an aerial installation celebrates Shanghai’s beloved “Four Kings” breakfast — fried dough sticks, soy milk, rice rolls and scallion pancakes — an everyday ritual turned into art. The wayfinding system continues the Fabric of Society theme, uniting retail, office and foodie zones through colour, texture and material, fusing heritage with a modern design sensibility.
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A benchmark in non-standard retail
Since opening, Hong Shou Fang has become a go-to destination for residents seeking to rediscover their local life. Within the first ten days, daily footfall averaged 70,000, with sales exceeding RMB 10 million. A year later, visitor numbers stabilised at over 20,000 a day, making it one of Shanghai’s busiest commercial projects of its scale.
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Today, Hong Shou Fang stands as a benchmark for non-standard retail — a place where culture, commerce and community are woven together into the living fabric of Shanghai.
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