Zhou Peimin, Chief Operating Officer of Star Plus Legend Group, said in her opening speech: “Shanghai is not only a trendsetter for China’s consumer market, but also a key gateway through which global brands and trend culture reach China and Chinese brands reach the world. East Nanjing Road sits at the very intersection of Shanghai-style commercial heritage and contemporary youth culture. Choosing this address for the first store is a deliberate first step in Star Plus Legend’s ‘One City, One Store’ strategy. Through this space, we hope to bring younger, more contemporary trendy content to East Nanjing Road, give consumers a cultural experience worth lingering in and returning to, and leave behind an IP memory for Shanghai that people can take away and share.”

Music Woven into Architecture, An Immersive Space Unfolds Floor by Floor

As the centrepiece of the store experience, the interior design takes its cues from the aesthetics and storytelling of Jay Chou’s classic songs, linking fans’ shared musical memories with somewhere to meet offline, creating a fan space to wander through, play in and linger in.

This experience is clearly perceptible from the facade. A signature giant clock installation pays tribute to “Counter-clockwise Clock”, giving the space a sense of time running backwards. Standing on East Nanjing Road, passers-by immediately register a musical symbol that belongs to CHOUCHOU. The building as a whole draws on the retro European Gothic aesthetic of “William’s Castle”. The period stone cladding, carved arched windows, stained glass and fireplace settings recreate the song’s fantastical castle atmosphere in physical form. Music is no longer something merely heard, it becomes a scene you can see and walk into.

Inside, the narrative unfolds floor by floor. 1F, the “Star’s Living Room”, carries the retro European villa facade through to the interior, with a giant chiming clock installation, large art toy sculptures and lighting strips, complemented indoors by stained glass, a fireplace-and-sofa lounge, a central large art toy island and a blind box retail area. The floor balances shopping with photo-taking and rest, recreating the feel of a living room where fans gather. On 2F, the “CHOUCHOU Universe” stages blue nebula resin flooring, time-space photo-frame installations and happiness-making capsule pods to create a walk-through IP universe, with immersive photo spots and storytelling at its core. 3F, the “Secret Loft”, is expected to open to the public in November 2026 and is planned to house a hidden restaurant and an acoustics laboratory party space, extending the store beyond retail into community gathering.

More Than 300 SKUs at Launch, with Global Debuts and City Exclusives in the Spotlight

Beyond the spatial experience, the store’s product line-up is equally rich. During the opening period, the store is unveiling a first drop of more than 300 SKUs across seven categories:

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