When you think of “curators” in Shanghai, what comes to mind?
Being the curator of a “youth boutique” in Shanghai involves far more industries and approaches than one might imagine: The most famous area is indeed Julu-Fumin-Changle, but there are also stories to tell beside the reeds of Dishui Lake and near the camping sites in Qingpu; while coffee and Western cuisine are certainly stylish, there are also curators exploring local charm through Minhang’s raw lacquer and Jinshan’s melons and fruits.
This city boasts 64 small roads that will never be widened, tens of thousands of unique boutiques scattered throughout various districts, and over 6 million young people daring to pursue their dreams. When you explore Shanghai’s most intimate corners, you’ll encounter them.
Empowered by “youth boutiques,” numerous young residents of Shanghai are creating infinite possibilities for connections between people and urban spaces, between like-minded individuals, and between people and flowing resources. A city that enables young people to see possibilities will always maintain lasting vitality and hope.
Returning to the “Neighborhood”
Some scholars have proposed the concept of “eyes on the street,” suggesting that small-scale neighborhoods and street-level shops should be preserved to enhance community feeling in street life.
Perhaps no one understands this better than the boutique curators of Julu-Fumin-Changle. Bingbing, who runs a designer boutique called “A ICE” on Fumin Road, had her sights set on this neighborhood from the beginning. “I was specifically waiting for a space on Fumin Road, and signed the contract as soon as a shop became available.”
Her reasons were numerous: As a former buyer, she had visited this beautiful plane-tree shaded area countless times and was familiar with the neighborhood’s style; Fumin Road was her favorite, “with its distinct morning life and evening life”; opening a shop wasn’t just about passion – the customer appeal and purchasing power of the Julu-Fumin-Changle area were highly attractive. In Bingbing’s view, only such a neighborhood could support her childhood dream of running a boutique.
“My designs span a wide range with strong stylistic elements, so Shanghai was definitely my first choice.” Though her Fumin Road space is small, Bingbing aims to create an intimate, vibrant experience space. She enjoys chatting with customers in her shop, and many designer friends and customers specifically fly to Shanghai from abroad to visit her boutique.
This year, Bingbing joined the “Youth Boutique” program jointly launched by the Jing’an District Youth League Committee and Jing’an Temple Subdistrict. Having had her entrepreneurial dreams supported by this neighborhood, she’s now adding new vitality to the area in her own way.
Many “youth boutique” curators consciously incorporate the concept of physical spaces into their business approaches. At Moon Bay in Rainbow Paradise, Lala and her team created a youthful flower market. Here, the traditional flower and bird market transcends weather-dependent operations, integrating various formats like hands-on flower arranging, therapeutic activities, and gardening lifestyle experiences. From last year to this year, Lala and her team visited nurseries throughout Shanghai, inviting different businesses to collaborate on flower and bird markets, while bringing traditional nurseries new possibilities for entering urban spaces.
Like-Minded Companions
The concept and value of “people” frequently appear in conversations with “youth boutique” curators. Being close to people enables them to recognize and serve human needs. The vitality and warmth of these boutiques stem precisely from this connection.
Surprisingly, a young art boutique focusing on handmade crafts and collaborations with numerous designers has developed deep connections with many retired aunties and uncles. Zhang Fan’s market brand now incorporates “retirement” into its concept. This idea originated when her mother retired, and Zhang Fan encouraged her to rediscover her value. “I thought, rather than just talking about it, I could use my market to give her an opportunity to try.”
Thus, the first retirement market was launched. Born from a daughter’s care for her mother, it gradually brought generations closer together.
Soon, Zhang Fan discovered that collaborating with retirees on handmade creations was completely feasible. The elders possess solid skills, while young people bring unlimited creativity and flexible resources. In her shop and markets, she documents the stories behind each handmade piece created by the elders. Many young visitors to her boutique discover the expressive possibilities of seniors through these crafts, then pass along this warm connection. “Many of our customers have become our ambassadors, recommending us to various other places. We’ve consequently traveled to Chengdu, Yunnan, and even opened a pop-up store in Nanjing.”
Zhang Fan has now opened her second shop in
