JD.com opened its first 101Home physical store in Shanghai’s Jing’an District on September 28, 2026, launching a 12,000-square-metre, four-storey destination that integrates home furnishings, smart technology, dining, and cultural experiences. The concept follows the debut of 101Home’s online flagship store in May 2025, bridging digital retail infrastructure with an expansive bricks-and-mortar format designed for consumers across different life stages.
Store Layout and Global Brand Assortment
The four-storey destination houses more than 1,000 home and lifestyle brands alongside around 15,000 products, according to company announcements. More than 30 international brands are making their China debut at the location, while over 150 domestic and international brands are entering the JD.com platform for the first time. The inventory includes more than 2,000 exclusive products and over 1,000 new product launches.
International designers and brands featured in the space include Swiss furniture maker Vitra, American design brand Herman Miller, Italian furniture manufacturer Gervasoni, lighting brands Flos and Artemide, and Danish houses Fritz Hansen, ferm LIVING, and GUBI. Domestic representation includes original Chinese brands U+, which blends traditional craftsmanship with contemporary design, and FNJI, known for modern Chinese furnishings.
The 33 Dream Homes Concept
At the center of the 101Home retail experience are 33 fully designed “Dream Homes” configured for various household structures, living situations, and lifestyles. Rather than displaying items as standalone pieces, these curated environments showcase furniture, lighting, and household goods in complete living spaces.
Designers contributing to these spaces include British designer Kelly Hoppen CBE, Japanese designers Shuhei Aoyama and Takashi Honma, and Chinese designer Wang Heng (Ryan), who constructed a three-generation family home inspired by Song dynasty aesthetics. Billy Bao, head of 101Home at JD.com, stated that the format goes beyond traditional retail to connect home design, lifestyle trends, and social spaces under one roof.
Smart Technology and Integrated Services
The Shanghai store incorporates smart-home technology powered by JD.com’s JoyAI and JoyInside systems. These applications demonstrate automated solutions across entry systems, kitchens, bathrooms, sleep environments, and health management. Visitors can also view dozens of robotic products designed for household applications.
Shoppers can explore the fully constructed environments, feel products in person, and scan items to purchase directly through the JD.com app or WeChat mini program. Through the 101Home Care service, customers can adapt Dream Home layouts to their own residences, supported by JD.com’s logistics network for delivery, installation, and after-sales maintenance.
Dining, Art, and Cultural Integrations
Beyond home furnishings, the location combines retail with social and cultural spaces. The building integrates cafes, restaurants, bookstores, and exhibition areas, including a cafe from Kyoto, ICE BOUQUET, JUANZONG Books, DEVINE’R NYC, and Foyer de Lumiere. The store also stocks more than 300 Burgundy wines sourced through limited allocations, with over 100 available by the glass, alongside seven public artworks displayed throughout the floors.
Worth a look