May Highlights in Shanghai: Brand Launches, Exhibitions, and New Experiences

Shanghai is packed with fresh cultural and lifestyle experiences this month. From outdoor gear campaigns and watch launches to cocktail menus, museum openings, and immersive art events, the city is turning into a showcase for how global brands localize their stories in China.

Columbia: a playful new outdoor campaign

Columbia has launched a new brand story built around the idea that getting “hooked” on nature is part of the fun. The campaign leans into hiking, fishing, and trail running, using a light, humorous tone to highlight muddy boots, unpredictable weather, and the messy moments that make outdoor adventures memorable. A themed installation on the West Bund invites visitors to step into the experience.

Longines: a new Conquest diver collection

Longines unveiled its new Conquest diver watch series at the West Bund Dream Center. The launch space is designed as an immersive “wave-riding journey,” pairing the timepieces with sound, scent, tasting experiences, and hands-on activities. The new watches feature a 42 mm case, four dial options, five ceramic bezel colors, a Milanese bracelet, and a 72-hour power reserve.

Prada Rong Zhai: cocktails and anniversary dinner

Prada Rong Zhai announced Remy Savage as its new head bartender and introduced a cocktail menu inspired by the mansion’s century-old history. The venue also celebrated its first anniversary with a special four-hands dinner, bringing together chefs from Shanghai and Milan for a one-night culinary collaboration.

Jiushi Art Museum: a new exhibition opens

The newly opened Jiushi Art Museum at the Bund launched its first exhibition, Carry Everything to the End. Curated by Jiang Jiehong, the show brings together nine international artists working across painting, installation, and video to explore ecological themes. The exhibition includes interactive elements and extends its cultural footprint beyond the museum itself.

BYREDO: a tropical jazz-inspired party

BYREDO hosted a Bal d’Afrique-themed party at Shanghai’s Fuyue Li, adding one more layer to a month already filled with brand-led cultural events. The result is a citywide mix of fashion, design, hospitality, and art that feels distinctly Shanghai.

Taken together, these events show how Shanghai continues to act as a stage for global brands, while giving local audiences new ways to experience products, design, and contemporary culture.