On January 12, BOSS unveiled its highly anticipated flagship store at Jing'an Kerry Centre in Shanghai—the largest BOSS store in China to date. Joining the celebration was World Champion swimmer and brand ambassador Wang Shun.
Dressed in the BOSS Spring/Summer 2025 collection, Wang Shun took on the role of honorary store manager, welcoming guests. He also visited the second-floor “Out of Office” pop-up installation, where he personally crafted coffee to share with attendees. “It's an honor to be part of this exciting moment as the honorary manager of BOSS's flagship store,” Wang Shun shared. “As I enter my third year of partnership with BOSS, I'm proud to witness its evolution and contribute to its growing connection with Chinese consumers.”
The flagship store spans two floors and over 800 square meters, showcasing BOSS's commitment to excellence in both design and customer experience. It features Asia's first BOSS CAFÉ and an 18-meter-high façade, blending the brand's signature white and camel tones with Bauhaus-inspired modern minimalism. Horizontal layers and vertical lines give the building a striking geometric elegance, complemented by expansive glass walls and a massive digital screen.
The first floor highlights BOSS's sport-luxe collections, with pieces tailored for golf, tennis, skiing, and cycling, emphasizing versatility for various lifestyles. A grand curved staircase leads to the second floor, where customers can explore the brand's timeless formalwear, premium collections, children's lines, and a personalized tailoring area.
The made-to-measure service allows customers to select from a curated range of fabrics and styles, offering a bespoke experience that celebrates BOSS's craftsmanship. The store's interactive digital screens provide engaging content, from seasonal styling tips to fun, reward-based games.
The flagship also boasts the BOSS CAFÉ, a highlight of the store's first floor. Featuring a semicircular bar and custom-designed furniture, the café seamlessly integrates with the store's aesthetic. Guests can enjoy artisanal coffee made with premium beans, freshly baked treats from the brand's bakery, and an array of fine wines and sparkling beverages.
Adding an artistic touch, BOSS has collaborated with three artists to create exclusive pieces for the store. Chinese artist Qian Jiahua presents five Bauhaus-inspired works titled Balance in Change, while London-based artist Olly Fathers contributes a handcrafted piece inspired by Shanghai's skyline. Renowned calligrapher Feng Tang adds a traditional yet modern touch with his elegant script.