Jing'an District is trying to recreate Manhattan's Fifth Street on Nanjing Road W. - one of the city's busiest streets.
The district plans to open 40 shops boasting famous international brands and labels within a couple of years. The area will start from Chengdu Road N. and continue to Xikang Road.
This summer, the district has already introduced boutique shops of brands such as Giorgio Armani and Vacheron Constantin. Vacheron Constantin has bamboo-made displays and store decoration is expected to be completed before October 1.
"Within two years, most of the boutiques on Nanjing Road W. will belong to the world's first or second line brands," said a director, who would only speak on condition of anonymity, from the planning office of Nanjing Road W.
Nanjing Road W. now boasts Plaza 66, Citic Square and Westgate Mall, three of the city's top shopping complexes. You'll also find Louis Vuitton and Cartier - two of the world's most luxurious brands - along the strip.
However, there are still many low-end stores, such as Baleno, Giordano and Bossini across the street.
"Those low-end concept stores do not create harmony with the three shopping centers and we'll gradually replace them," the director said.
To date, Lancome, the top-end brand of L'Oreal Group, has set up its pink concept store - Lancome's third concept store worldwide, on the corner of Nanjing Road W. and Shaanxi Road N.
The cosmetic giant's new home forced its neighbor, Shanghai Jingdezhen Porcelain Artware, the district's eye-catching delicate ceramic store, to relocate one shop over on Shaanxi Road N.
Jing'an District has also gradually raised rent on Nanjing Road W. Most new stores pay 16,000 yuan (US$1,928) to 18,000 yuan per square meter per year. Last year's average rent was about 14,000 yuan.
The rental price is expected to rise even more next year, according to the director.
"We want to be different from other shopping avenues such as Nanjing Road E. and Huaihai Road," said the director. "Our target customers are brand lovers, not shopping lovers who want cheaper goods."
According to him, customers on Nanjing Road W. are largely tourists and private entrepreneurs from outside the city. "They come here because we have many top brands they want to buy," said the director. "Moreover, Chinese customers have paid more heed to brand names when buying goods than before."
"Take modern office ladies for example, though they can't afford to buy the top brands every month, they will buy three or four of their favorites during the year."
The Manhattan dream still has a way to go though. The district's main problem is finding enough space for the boutique shops it wants to attract.
Most of the stores, such as Baleno and Bossini, whose rental contract is still valid, are unwilling to relocate.
Complicating things further, the district plans to relocate residents living in houses built before the 1930s.
"We can protect those old houses when we remove the residents, some of whom live in a residential area of just 30 to 40 square meters per family," said the director.
Although optimistic about the plan, he maintains that things have to be done differently.
"After all, Shanghainese are not New Yorkers, we need to take care whenever we launch a new brand to make sure we're not developing too hastily," the director said.