Nanjing Road shopping mall illuminated for Christmas
A Christmas tree is lit at the west end of Nanjing Road E. in Shanghai on November 20, 2018.
The Christmas lights went on at Shimao Festival City at the west end of Nanjing Road E. last night, marking the beginning of Christmas celebrations and attracting hundreds of pedestrians to the city's busiest shopping street.
It is the first major celebration since the reopening of several malls on the road. Renovations began in 2016 to reposition the malls - once some of the most aspirational destinations for city shoppers - to arrest flagging sales as many customer chose to find their bargains online.
Shimao, closed for a year while it had a face lift and rebranding. It is now packed with chic fashion labels and boutique stores.
The new-look mall has been tarted up to appeal to younger people with concept stores, a travel bookstore and a music venue selling vinyl records.
During its Christmas celebrations parades featuring the Santa Claus will be held around the mall every weekend.
The mall is part of the city’s ambition to develop world renowned brands in Shanghai.
A shopper poses in front of an illuminated Christmas tree on Nanjing Road E. last night in front of the Shimao Festival City. It is the first outdoor lighting ceremony for the pedestrian street along with a series of Christmas themed performances.
