Japanese retailer Muji has launched a striking new flagship on Huaihai Road in Shanghai as it sets its sights on expansion into China.

From books and a boat to fragrance and fashion, the newly opened Muji flagship in Shanghai is not only vast but a thing of beauty and a statement of intent about the Japanese retailer’s Chinese intentions.

The 37,000 sq ft selling space features much that will be familiar to Muji lovers but adds props that make its interior different from the bulk of the retailer’s stores.

Pride of place among these is a full-size boat on the ground floor that comes complete with fixtures crafted from driftwood.

Driftwood is used across much of this floor as a means of reinforcing Muji’s ‘no brand’ aesthetic, while the rest of the store features plain wood – fancy does not form part of the retailer’s world.

A cafe, bookshop and perfumery complete the picture and its location on Huaihai Road, Shanghai’s leading shopping street, ensures that this one will have a reliable and steady source of footfall.