Rains Opens First Asian Flagship Store in Shanghai
Rains has opened its first flagship in Asia at HKRI Taikoo Hui in Shanghai, extending its global retail network with a design-led store centred on dwell time, immersion and brand connection.
Rains has opened its first flagship store in Asia at HKRI Taikoo Hui in Shanghai, marking the latest step in the Danish brand’s global retail expansion. The 250 sq m store joins a wider flagship network that already includes Madison Avenue in New York and Leidsestraat in Amsterdam.
Located within HKRI Taikoo Hui, the new store has been conceived as an immersive retail environment that brings together references to Danish cities and Rains’ view of the urban outdoors. At the centre of the interior is a foggy glass enclosure, described as a “room within a room”, which structures the layout while preserving openness and visual continuity. Grey tiles run from floor to wall, offset by restrained yellow accents that create a calm, rhythmic setting.
“One of our success metrics for the Shanghai store is time spent. For our first flagship in Asia, we focused on three elements: impact, experience, and connection. Physical retail is an opportunity to create more than a transaction; we want every visitor to explore, linger, and engage with the full Rains universe. This is why experiential moments both big and small are central to our strategy. We’re looking to build long-term consumer connections here.”
Daniel Brix Hesselager, Co-Founder & CEO, Rains
Designed Around Dwell Time
The store was designed in collaboration with Swedish studio Stamuli, which translated Rains’ architectural language into the Shanghai setting. The concept centres on movement through the space, using layered volumes and a tightly controlled material palette to slow the customer journey and encourage longer visits.
“We wanted the store to feel like a place you move through slowly. The concept unfolds gradually rather than revealing itself all at once. The foggy glass volume creates layers within the space, while the tiled surfaces bring rhythm and continuity.”
Emmanuele Stamuli, Founder, Stamuli
Full Product Offer in Shanghai
The Shanghai flagship presents the brand’s full product offer, spanning outerwear, ready-to-wear, bags, travel pieces and homeware. The opening extends Rains’ international retail footprint in a location positioned as one of Shanghai’s leading shopping and lifestyle destinations.
The store is located at RAINS, Shop L242, L2, HKRI Taikoo Hui, No.789 West Nanjing Road, Jing’an District, Shanghai, and is open daily from 10am to 10pm.
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