Edgestreet

Edge Street was a multi-brand lifestyle department store in Shanghai, launched in August 2025 at BLOOMARKET, within the West Bund Dream Center. Designed around contemporary women's lifestyles, the space brought together emerging independent labels and creative brands in a curated retail environment that combined fashion, design and everyday discovery.

Spanning approximately 600 square metres, Edge Street featured nearly twenty emerging brands across fashion, bags, fragrance, jewellery, accessories and lifestyle products. Its brand selection included TENERA, McHugs, CARE CASE, LAZY CIRCLES, BLACKHEAD and other independent labels, offering a diverse mix of contemporary design and distinctive products for a younger, style-conscious audience.

The space was characterised by its vibrant, colourful interiors and compact, immersive retail layout. Rather than separating each brand into conventional individual stores, the carefully connected displays encouraged visitors to explore different labels within one continuous environment. This approach created an engaging shopping experience where independent brands could maintain their individual identities while becoming part of a broader lifestyle destination.