For fashion brands, especially those with a strong lifestyle identity like Salomon, each store opening is an immersive gateway to that world. The new concept store from Salomon on Anfu Road in Shanghai exemplifies this, embodying the brand’s avant-garde image and localised lifestyle the moment you enter: Ça va? 侬好伐? (French and Shanghainese for “how are you?”).
Housed in a century-old French-style building, the “experimental retail space” takes inspiration from Salomon’s Marais location in Paris. The Salomon Shanghai concept store spans 479 square metres across three storeys. The ground floor, Le Salon, features a black colour scheme and an exhibition space currently hosting works from artists Chen Wei, Li Xingyu and Liu Yongtai. The second floor, La Galerie, tells the story of Salomon with archival, collaboration and rare pieces on display. The top floor, L’Atelier, is designed as an event space with a French-style kitchen, living room and a workshop.
On the morning of the grand opening, Salomon ambassador actor Bai Jingting made a surprise appearance, sporting a pair of XT-Whispers created by Chinese designers and unveiling the first show of the French brand’s ‘Road to Future’ collaboration programme with Chinese artists and designers. In the afternoon, Zhao Jinmai, the newly appointed brand ambassador, also showed up for a community event, “GO Wild”, inviting visitors to explore the boundary between urban and wild environments.
Founded 78 years ago, Salomon has been evolving, especially in recent years. It has reshaped itself from a functional outdoor wear brand into a lifestyle and fashion house that can be worn indoors and out. Salomon’s parent group, the Anta-owned Amer Sports, praised the brand in its Q1 2025 financial report as a driving force behind the group’s double-digit growth, with revenue of 502 million USD, up 25% year-on-year (YoY). However, whether Salomon will become Amer and Anta’s second Arc’Teryx remains to be seen.
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