Yuyuan Road is a tourist attraction in Shanghai. The element of design applied the main building of Yanyuan Road. The packaging design transfers a strong cultural context of Yuyuan Road to the audience. The main logo of the design shows the element of Paramount a landmark building in Shanghai. Paramount is a cultural symbol. The design intends to convey the idea of Shanghai culture to the consumer.

Yuyuan Road is a famous historical attraction in Shanghai. The cultural history and elegant architecture around Yuyuan Road. Along with the urban development project of Yuyuan Road, "Yuyuan Department Store" was born. It is a collection of Yuyuan Road themed department stores and Akimbo Coffee, POBOX trendy brand, Gene contemporary art, creative activities, independent designer pop-up lifestyle experience shop, is also an important part in the 15-minute community life circle under the adaptive transformation of Yuyuan Road.