We asked the question of whether intangible cultural heritage (ICH) was the next phase of guochao (国潮, lit. China trend) last September. In 2025, after the Spring Festival became inscribed as a UNESCO ICH and every brand is seemingly embracing ICH marketing, we can definitively say the answer is yes. In late February, Chinese designer lifestyle brand BEAST (野兽派) opened the first of its “China Atelier” concept stores in Xintiandi in Shanghai.
With the concept of “Moonlight Treasure Box” (月光宝盒), the shop adopts motifs such as the Chinese parasol tree (梧桐) and the Chinese flowering apple (海棠) to create displays in the theme of each of the four seasons. BEAST’s China Atelier fragrance collection is displayed on late Qing (1644-1912)-style traditional shelves.
The ground floor is an exhibition space mostly displaying regional ICHs and limited edition items for the China Atelier store. Currently, the display includes Quanzhou bead embroidery, Yongkang tin carving, Song brocade and Teochew woodcarving. For the 2025 Cruise Collection, BEAST teamed up with Quanzhou bead embroidery inheritor Chen Keren to create a traditional scented sachet line. Upstairs is for BEAST’s loungewear and pyjama collections, including a Song brocade line.
As international luxury brands, such as Louis Vuitton and Loewe, are all exploring Chinese and regional ICHs in China, it is natural for a homegrown premium lifestyle brand to launch lines inspired by these crafts. However, an offline concept store such as the China Atelier from BEAST, with possible future expansion, is a commitment to ICH and guochao. We might just see the “New Chinese Style” expand out of fashion into every aspect of lifestyle.
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