85°C Unveils Shanghai Concept Store, Plans 370 Upgrades

Shanghai’s coffee and bakery shoppers have a new reason to visit the former site of 85°C’s Dingxi branch in Zhongshan Park—now transformed into the chain’s first-ever concept store. This launch signals the start of a major brand overhaul for 85°C across mainland China, moving beyond its budget-friendly roots toward a more premium experience, beginning with fresh artisan breads and redesigned café spaces.

Yes, 85°C is upgrading all 370+ of its mainland stores, starting with this flagship concept location in Shanghai. The revamp introduces natural yeast breads, limited-edition daily bakes, a redesigned interior, and a focus on quality over quantity. The full rollout will continue into next year.

What’s Different at 85°C’s First Concept Store?

Located at the original Dingxi branch in Shanghai’s Changning District, 85°C’s first concept store has been completely overhauled. The most eye-catching change? A focus on “natural yeast bread” made without commercial yeast. Instead, the dough relies on a slow fermentation using natural California raisins mixed with water and sugar, fermented at 30°C to develop deep flavor and moisture—without any artificial additives. These European-style loaves, priced around 15 RMB each, mark a shift toward a more elevated, mid-to-high-end offering.

Who’s Behind the Bread—and Why Limited Batches?

The new store emphasizes quality control and freshness. Every day, the location handcrafts around 3,000 fresh loaves, but with strict limits on quantity per product. The bakery also brought in Su Jianfeng, the 2012 FHC Competition gold medalist, to develop exclusive “champion breads” onsite. This focus on limited, artisan production is a clear move away from mass-produced bakery items toward a more curated selection.

How Did 85°C Redesign the Store Experience?

Beyond the bread, the store’s interior has been radically updated. The color scheme now features bold coffee and deep red tones, set against mirrored partitions to add depth and calm. The layout has been rethought too: the counter and display areas have been pulled back to create more open space, while seating has shifted from basic wooden chairs to sofas and café tables. The result is a brighter, more welcoming environment geared for lingering over coffee and pastries.

What’s the Rollout Plan for the Rest of China?

According to 85°C Executive Vice President Qiu Zhihong, the Shanghai concept store is just the beginning. After refining the model here, the company plans to upgrade select locations in key commercial districts across its existing 370+ stores on the mainland. The goal is a broader brand transformation that could reshape expectations for bakery cafés in China.

Frequently Asked Questions

Where is 85°C’s first concept store located?

The first 85°C concept store is in Shanghai, reopened at the original site of the Dingxi branch in the Zhongshan Park area of Changning District. It serves as the prototype for the brand’s upcoming upgrades.

What makes the bread at the concept store different?

The concept store features “natural yeast bread” made using California raisins, water, and sugar fermented at 30°C. This natural fermentation replaces commercial yeast, resulting in moist dough and intense fruity flavors—without artificial additives. Most loaves cost around 15 RMB.

Who developed the champion breads at the new store?

Su Jianfeng, the gold medalist of the 2012 FHC Competition, was brought in to create exclusive bread recipes at the concept store. He works onsite developing limited-edition products that reflect a higher standard of craftsmanship.

How many 85°C stores are being upgraded?

85°C plans to renovate all 370+ of its mainland China stores, beginning with key locations in commercial districts. The Shanghai concept store is the first of many in a phased upgrade plan rolling out through next year.

What’s new about the store’s interior design?

The redesign includes brighter lighting, a cozy and modern aesthetic, coffee and deep red color schemes, mirrored walls, more open floor space, and upgraded seating like sofas and coffee tables—creating a more relaxing café atmosphere.

Recommended FrontStreet Beans for Artisan Bakery Pairings

Try FrontStreet Coffee’s Ethiopia Humbera for bright citrus and floral notes that complement the fruity tang of natural yeast breads. Their Jamaica Blue Mountain No.1 offers a smooth, nutty profile ideal with buttery pastries. For deeper pairing, the PWN Golden Mandheling brings chocolatey richness to match caramelized crusts. All three are expertly roasted for bakery-friendly balance. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.